Marketing in the Age of Mobile

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Marketing in the Mobile Age Matt Asay (@mjasay)

#AdobeSummit

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Jen | Gym Instructor

Lululemon Athletica is fantastic. Ben| Snr Product Mgr

Vodafone LTE Samsung Galaxy S4

Fred Leger Age 30

T-Mobile 4 Nokia Lumia 520

Sue Child

Chris Manchester Elisa Sanchez

Age 40

Matt| Mobile Exec

AT&T iPhone 6

@AdobeMktgCloud

Albert 3,343, 4,453

WELCOME TO THE ERA OF

DIGITAL

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

First Stop: Panic


The Mobile Moment is Now

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90% of the global population over 6 years of age will own a mobile phone by 2020 The average person looks at her phone over 200 times per day, which will jump to 400-500 times per day when wearables take off By 2017 firms will spend $189 billion engineering platforms and processes for mobile engagement

Sources: Ericsson, Mary Meeker, Forrester


“Everyone else does it better”

Average Annual Investment: $5.5M on mobile apps and $4.9M on mobile websites

Mobile Apps

(n=94)

Mobile Websites

(n=90)

<$500K 12% 12%

$500K to $1M

28% 31%

$1M to <$5M

30% 28%

$5M to <$20M 21% 23%

>$20M 9% 7%

30% spend more than $5 MILLION per year on apps & websites

9% spend more than $20 MILLION per year on mobile apps


Mobile is transformative…but where to begin?

6

‘People are spending about 25% of their day on mobile devices, checking them over 100 times a day. That is going to change not only marketing, but business completely. So if you’re an e-commerce company that starts today, you’d start as a mobile e-commerce company. If you were to start a financial institution today, you’d start completely thinking about mobile.” - Carolyn Everson, VP, Global Marketing, Facebook


Phase 1: “There’s an app for that”

7

Sources: Nielsen, comScore, Flurry, NetMarketShare


Phase 2: App user acquisition

8 Source: Digiday and eMarketer


Phase 3: Analyze

9


Phase 4: Panic

10

“Customer expectations have changed. They used to be more understanding if certain features weren’t part of your mobile app, but now they expect to do whatever they want, whenever and wherever they want to do it.” - Andres Wolberg-Stok, Global Head Emerging Platforms and Services, Citi


Next Stop: Understanding


What is “mobile”?

12

Mobile isn’t so much a matter of device as it is of experience. “Mobile is not small Web. Mobile is a service to inject your business value into your customers' hands in their moments of need.” That experience is a composite of form factor, data services, sensors, constant connectivity, etc.


Iterate Toward a Great User Experience

13

“As companies target more devices and platforms when building modern applications, client-side development costs will increase. At the same time, they will need to deploy releases faster than ever. The only way to survive this Catch-22 is to lower the cost of testing new ideas and make it quicker and cheaper to separate the good ideas from the bad.” - Forrester, 2014


Adobe Enables Iteration

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Develop

Analyze

Engage Acquire/ Attribution

Comprehensive support for mobile marketing lifecycle across mobile and web

Adobe® Creative Cloud™

Adobe® Marketing Cloud


A Single, Simplified Experience

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One SDK

Analytics

Target

Audience Manager

Campaign

One Interface Authoring

Location Targeting

App Optimization & A/B Testing

Acquisition and Attribution

App and Mobile Web Analytics

Adobe Mobile services

Engagement (In-App, Push Messaging, etc.) Digital Publishing

Suite PhoneGap Enterprise


Key Takeaways

Build/deploy

Measure/test

Iterate


Embrace iteration – on everything


Example: Ratings

Encourage users to rate, but more importantly, give them a way to vent… privately


Example: Front Door


Business Model

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Project Fast Track Tom Jackson | Director of Program Management & Analytics


In July 2014, Adobe’s Mobile Strategy hit a snag…


We had poor access to our mobile app usage data…


…And we were about to launch several new mobile apps at

Adobe MAX


Ho

How are mobile apps used with our desktop products? Which mobile apps are used with other mobile apps? What combination of apps and features are actively used? Are the mobile app users more likely to subscribe? WHY CAN’T I SEE THE DATA?!?!

Poor Access to Big Questions…


Ho

No system-wide solution in place for analytics Eight new mobile applications to launch Complex integration with Adobe Creative Cloud A deadline of nine weeks to solve the problem

The problem…


Project Fast Track


FTA Project Stats

Key Stats Totals Comments

# of Core Team resources

11 3 AGS Consultants, 4 MIO Analytics members, 1 lead, I PGM, 2 Data Analysts

AGS Consulting hours 900 3 Full Time AGS consultants

Products in Phase 1 9 8 mobile apps & CC- Libraries

Global Requirements 1 Global Solution (SDR) for use of Adobe Mobile SDK that unifies all mobile apps, CC-Services and desktop workflows

Engagement Partners MANY DSA Team, CC-SDK Program Management, Tech leads from each Product group

New Features in Adobe Analytics (as result of FTA)

2 Cohort Reporting in AMS (in Beta) Success Funnel Report in AMS (prototype due in Q4)


Ho

Executive Sponsorship Gang tackle with the right team… Iterative/fast acting/co-located approach Hands on help from the professionals

What worked…


Ho

Make sure results are actionable Define solution as a system Design a Data Driven product development process Product teams need analytics professionals

Key Learnings


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