A new statistic or report seems to be released every day about device adoption, app downloads or the changing ways in which consumers are interacting on mobile channels. Behind these statistics are significant business challenges that also represent significant business opportunities for those brands and marketers that embrace mobile marketing. This session will explore those opportunities and look at some specific examples of companies that are innovating in the mobile channel - by providing uniquely mobile customer experiences that truly enhance the relationship that the customer has with the brand. It will also look at the tools that are available to help marketers address the mobile channel, from app creation and management to behavioural analytics and mobile content optimisation and targeting.

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Whitepapers Live
#FoM13 #Jump13
Mobile innovation: delivering unique and engaging mobile
experiences
Strategic Marketing, Adobe EMEA
Jamie Brighton

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2
Lots of stats but which are the important ones?

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New interaction channels are changing how consumers engage
3
Research
product
online
Receive mobile
ad for product
Search online
for product
Join Facebook
community for
product
Research
accessories
for product
Buy accessories
in store
Receive
product
updates
See TV ad
for product
Buy
product
online
Visit store
for help
Visit store to get
help with
product
View video for
newer product
Receive
promo for
product

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Camera
What is unique about the mobile channel?
4
Device
type
SensorsOperating
system
Connection
speed
Location

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Offline DataPreferences Time Behaviour Social Graph
What is unique about the mobile channel?
5

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Survey: describe your organisation’s approach to mobile marketing
Source: Guardian Media Network/Adobe Survey 2013

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Mobile is not a silo
§ If mobile is handled by a
separate team, often the data
and KPIs are separate
§ Mobile needs to be an integral
part of every digital strategy
§ Additional tactics: Push,
Location, QR Codes

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Survey: when will customer’s interactions via the mobile channel overtake those from desktop?
The vast majority of respondents still think
that it will take more than two years for
mobile interactions to overtake desktop
Source: Guardian Media Network/Adobe Survey 2013

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Mobile traffic is taking over desktop browser traffic
9
~70% of consumption via Smartphone & Tablet Apps
Apps
Source: Gannett presentation at Adobe Summit
Pageview contribution by platform 1/11-1/13
Tablet Apps
Phone Apps
Mobile Web
Browser

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Mobile first is influencing desktop design
10

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§ Targeted at screen size
§ 3x Higher CTR on large banner
§ <10% increase in conversion
11

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Desired
Outcome
Mobile Option
Smartphone
A personalised
experience
Mobile Site
Aids in customer
acquistion
Retains customers
& loyalty
AppTablet
Tablet
To use for
transactions
What purpose does your mobile presence serve?

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Nearly a quarter of organisations have a mobile app
Yes
24%
No
76%
(but more than 1 in 10 plan to develop an app
in 12 months)
Cost
Business justification
Lack of will from management
Lack of capacity and capability
Don’t know
Survey: does your organisation provide a mobile app?
Source: Guardian Media Network/Adobe Survey 2013

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50% of Visits are on Mobile
Desktop On Computer
Desktop On Mobile
Phone
Desktop On Tablet
m.tm.com
iPhone App
Android App

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Mobile in 2007
Ticketmaster Mobile
in 2007

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Mobile in 2013
Ticketmaster Mobile
in 2013
Buy online
(obviously)
Transfer your tickets
Use your phone as
your ticket
New methods to
prevent fraudulent
tickets

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Two Different Mobile Consumers
Conversion is 5x higher
than mobile web
App User Mobile Web User
20% of the visits/
80% of the orders
Is a “browse” visitor.
Low Conversion
80% of the visits/
20% of the orders
18
Same
Experience

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What did we do?
19
Midnight 6:00 AM Midday 6:00 PM
2
6
10
14
0
Tablet
Mobile
(no app)
Desktop
Try to convert mobile web users to the
app:
Banners on mobile web
Try to improve conversion thru app
tracking:
Performance metrics
Feature use vs. conversion on non sell
outs
App experiences for all devices
Traffic by Time of Day

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Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site

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• Productivity/Ease of use
• Leverage DAM asset
investments
• WYSIWYG authoring
FOCUS: SEO, Targeted, Quick / infrequent use.
Business
Decision:
• Bandwidth optimization
• Rendering optimization
• Mobile/Touch native UI
Experience Multi-Language / Multi-Site
• Smart integration
• Reduced to the max
• Web scale
Backends
Mobile Optimized
“M-dot“
• dedicated mobile experience
& click flow
A
Single Digital Presence
“responsive“
• flexible/fluid layout
• auxillary content/assets
B
Mobile websites

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Features:
§ 3 seconds loadtime
§ Bandwidth optimized delivery
§ Manageable experience for all
languages and regions
§ Full control over dedicated mobile
clickstream (m-dot)
§ Responsive preview
§ Time to market
§ Integrate to backend
§ Analytics
Available both as barcode
scanner app build with
PhoneGap and part of new
m-dot site
Having a visibilty of your
shipment is very important to
big enterprises, SMB‘s and
any household

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Tablet optimised experience: H&M
23

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Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site

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Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site

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Camera: Shop by preferred colors with Gilt Group
§ Elements of Success:
§ Camera
§ Color preferences
26

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Sensors: Personalizing content to reduce your stress with Huffington Post
27

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Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site
“41% of companies outsourced
mobile development in 2013,
down from 80% in 2012.“
Source: Forrester

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• Unified or
• Mobile OS native UI
• Unique energy &
memory constraints
• Unique variables and sensors
• Each platform costs extra
• Consider 3-6 updates a year
How will it look and feel? (UI)
Mobile devices are not small computers
What is the TCO of your app?
Mobile Apps
§ Mobile is just a part of your digital strategy.
§ Reuse your infrastructure.
§ Connected cross device experience, optimization, and targeting.

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Trends in mobile
1. All shapes & sizes
2. More platforms, limited talent
3. No nonsense apps
4. In-Source
5. On-site

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http://www.youtube.com/watch?v=7ZXucLUfh0U

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Key takeaways
Ask yourself how, not if you need mobile.
Make mobile a business decision & an integral part of your digital strategy.
Start with responsive, continue with your apps.
1
2
3

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Jamie Brighton
jbrighto@adobe.com
twitter: @jamiebrighton