Marketing to the Mobile Elite Andrew Savory | Mobile Services and Solutions Evangelist, Adobe

This time it’s personal

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16% REVENUE FROM MOBILE

20% OF SALES INFLUENCED BY MOBILE

Industry Trends: Mobile experience impacts sales

Source: adobe.ly/1CQVcPO

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SMARTPHONES

50%+ OF MOBILE AUDIENCES

ESTIMATES OF

2 BILLION SMARTPHONES IN 2014

Industry Trends: Smartphone market penetration rate

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56% US TABLET USERS IN 2014

796 MILLION GLOBAL TABLET USERS BY 2016

Industry Trends: Tablet market penetration rate

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The New Mobile Imperative

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The Adobe Mobile Consumer Survey

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3000+ consumers across NA & EMEA

Survey Demographics

50.4%

49.6%

1251 NA

601 UK 600 FR 601 DE

1251

1802

33% 18-29

33% 30-49

34% 50-64

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The Adobe Digital Index

http://cmo.cm/1xgCle2

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The Adobe Mobile Marketing Survey

http://adobe.ly/1DbL31g

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Who are the “Mobile Elite”?

Disconnecteds Dabblers Roamers Adapters Immersers Perpetuals

The Mobile Elite

http://www.forrester.com/Forrester+Introduces+The+Mobile+Mind+Shift/-/E-PRE5024

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Who are the “Mobile Elite”?

80% mobile banking vs. 63% general consumer

60% consume music vs. 38% general consumer

1.9 devices used

47%

53%

2x more likely to frequently book travel via mobile vs general consumer

Skewed toward young and middle-aged

The Mobile Elite and Media & Entertainment

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60% consume music vs. 38% general consumer

apps for social, games, music web for magazines, sports, news

they connect from anywhere, frequently, and use nearly every possible type of app ” “

FOLLOW SOCIAL

POST SOCIAL

MUSIC

LOCAL INFO

GAMING

↑16%

↑20%

↑22%

↑14%

↑12%

The Mobile Elite and Travel

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2x more likely to frequently book travel via mobile vs general consumer

ANTICIPATED TO REACH

$61B ONLINE TRAVEL BOOKINGS IN 2014

2% increase in mobile travel bookings

10% increase in mobile destination research

8% increase in mobile check-ins

The Mobile Elite and Financial Services

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80% mobile banking vs. 63% general consumer

20% more research new investments

20% more research new accounts

88% spend time in apps

general consumers prefer apps to sites 54%

The Mobile Elite and Retail

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Mobile Elite and general consumers all prefer apps to sites for consumer products shopping

70% vs. 57% general consumer

access product & price information

Mobile Elite and general consumers all prefer sites to apps for consumer electronics shopping

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Personalise content and offers based on mobile characteristics

Build loyalty by understanding behaviours and preferences

A great mobile experience is a point of brand differentiation

Innovating Experiences

Emerging Tactics: QR Codes

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Have you used your primary mobile device to scan a QR code in the last 3 months?

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Emerging Tactics: QR Codes

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Have you used your primary mobile device to scan a QR code in the last 3 months?

Emerging Tactics: Location Check-ins

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Have you used your mobile device to “check-in” to a location service in the last three months?

Emerging Tactics: Mobile Advertising

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During the last 3 months, have you clicked through on mobile ads that are presented in a mobile app or mobile website?

Emerging Tactics: Mobile Messaging

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Do you send SMS/text messages to connect with brands or receive discounts?

Emerging Tactics: Mobile Wallets used by the Mobile Elite

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Have you used a “mobile wallet” capability where you can use your mobile device to pay for products and services in the last 3 months?

Emerging Tactics: Augmented Reality used by Mobile Elite

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Have you used an augmented reality app in the last 3 months?

Mobile-assisted shopping whilst in-store: Showrooming is a problem for retailers

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In North America, 58% of consumers allow apps to use GPS location to personalise the experience

Do you access your mobile device when physically visiting a store to assist or support your shopping?

Building Mobile Experiences

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Do you have a responsive, adaptive, or device-specific website?

Polls

§  How many of you have a mobile strategy?

§  How many of you use mobile analytics? §  Prediction: 60%

§  How many of you do mobile optimisation? §  Prediction: 20%

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sli.do/hp6xmqwp

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Only 49% of interactive marketing professionals surveyed in 2013 used mobile analytics

Only 20% of digital marketers indicated they are planning to optimize their mobile channels

50% didn’t know if A/B testing is part of their 2014 strategy

Flying Blind

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Mobile investment is insufficient and not proportional to mobile traffic

App innovation requires people investment

App innovation requires technology investment

The audience on mobile is potentially HUGE

Good News, Bad News

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30% spend more than $5 million per year on apps and websites.

OF MOBILE MARKETERS

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

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Delivering digital experiences should not be rocket science.

The virtuous cycle of mobile marketing

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The New Mobile Imperative

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CONSISTENT

RELEVANT

TIMELY

PERSONALISED

Key Takeaways

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A marketing strategy for all channels

1 Build engaging

experiences

2 Measure, review, and optimise everything

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What next?

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Download these three great reports:

How to win the mobile marketing game http://adobe.ly/1DbL31g Adobe Mobile Marketing Survey

Find out exactly what motivates today’s mobile elite http://adobe.ly/1AR0o3u Adobe 2014 Mobile Consumer Survey Results

Do you know what your marketing is doing? Adobe can help.

Lessons from the personalisation pros http://adobe.ly/1yRNDpW Adobe 2014 Digital Marketing Optimisation Survey Results

@savs

CREDITS •  People designed by Mark Shorter from the Noun Project •  Travel designed by Stephanie Wauters from the Noun Project •  Child designed by Joey Edwards from the Noun Project •  Media designed by misirlou from the Noun Project •  Diversity designed by Stephen Plaster from the Noun Project •  Bank designed by Emily L from the Noun Project •  Watch designed by la-fabrique-créative from the Noun Project •  Graph designed by Garrett Knoll from the Noun Project •  Basket designed by mathies janssen from the Noun Project •  Scales designed by Ryan Dell from the Noun Project