mobile is the strategy: how the best enterprises think...

Mobile is the strategy: How the best enterprises think about mobileAndreas Hollström | Head of Mobile Solutions, Nordics


2M Social Posts

5.3BActive Profiles

5.5BImpressions

45T Transactions

139B Primetime Transactions

750B Target Transactions

42PBDynamic Media Assets

100BEmails

5,000 Exchange Connections

+9X Audiences Increase

+2X Assets Core Service

25%of Fortune 1,000 on DTM


2

De-silo your mobile strategy

3 New innovations help

iterate

1 Iteration is the key to

mobile innovation


1 Mobile is hard. Iterate

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

YEAR OF THE MOBILE DEVICES2007

6


“Our busiest branch in 2014 is the 7:01 from Reading to Paddington – over 167,000 of our customers use our mobile banking app between 7am and 8am on their commute to work every day.” Ross McEwan, CEO, Royal Bank of Scotland

7

WE LIVE IN A

MOBILE-FIRST WORLD


Mobile Has Never Been Easier . . . Or More Difficult

Explosion of touchpoints and rising expectations

Flood of information from devices, servers and the cloud

Companies racing toreinvent themselves


WHAT MAKES A

GREAT EXPERIENCE?

COMPELLING PERSONAL USEFUL EVERYWHERE


Digital Content Lifecycle

MANAGE & DISTRIBUTE

ACTION

ANALYZE

CREATE

COLLABORATE

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Managing/Iterating digital mobile experiences


Eat Lunch or Be Lunch: Websites Are Either Growing or Shrinking▪ Over the past three years in Europe: ▪ Visits increased by average of 52% ▪ Average visit shrinkage was 35% ▪ Comparatively, 62% of websites in North America grew,

and 38% shrank

12


Meet Generation C

Denis | Gym Instructor

Lululemon Athletica is fantastic.Tillmann Pape | Munich Checks in at Lufthansa while in Über taxi

Vodafone 4G Samsung S7 Edge

Rob Cullen Age 43T-Mobile Nokia Lumia 520

Lahary R

Paolo Motta, ItalyThomas Balduff

Age 40

Andreas H | Married Bought a new house

TeliaSonera Iphone 6 Plus

@AdobeMktgCloudNick B3,343, 4,453

‘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, Marketing , Facebook

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Enable Mobile Iteration

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DEVELOP Create beautiful apps

ACQUIRE Build an audience

ANALYZE Act with good data

ENGAGE Deliver relevant experiences

Design tools Content management Easy updates

App discovery Paid media A/B testing

In-app behaviors User attribution Aggregate stats

Personalization / simplification A/B testing In-app messaging / notifications Emerging technologies


Web vs. App: It’s All About the Funnel

▪ 60% of traffic and 44% of sales (August 2015) ▪ Apps for most loyal users ▪ Higher app AOV and conversion rate than web ▪ ASOS and iteration:

▪ Started with print catalogue (Awareness -> Engagement) ▪ Went digital/mobile to more rapidly iterate experience, improve engagement ▪ Analytics helps become more predictive, boost conversion rates

15

Web

App


Data-driven Iteration to Personalise offers and app experiences

▪ Challenge: More app users, greater awareness of value-add services ▪ Achieved up to 40% install rates with messages to cross- promote

related apps ▪ 4X higher click-through rates for targeted, personalised in-app

messages

▪ Challenge: Improve conversion rates and mobile commerce experience through A/B testing ▪ Early results are promising as they try different options (search, search

or enter catalogue #, etc.)

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Apps used at work don’t match up with the quality of consumer apps

Brands rushed to build apps, & are now faced with engagement& retention challenges

(Inside or Outside the Firewall)

Development & maintenance costs are high; solutions fragmented

Experience Is the Brand


1 Mobile is hard. Iterate


2

Hard to iterate in a silo.


Breaking down the mobile silo’s

▪ Most mobile strategies look like this…

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Breaking down the mobile silo’s

▪ Rather than this… ▪ A Holistic Approach To Marketing Lifecycle = Easier, Greater Insights, Better Personalisation

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You must think different to de-silo mobile

▪ How Can Mobile Help with… ▪ Your customers’ unmet needs ▪ Adding value to your customers’ lives ▪ Personalising the experience using data ▪ (e.g. past behavior, off-line activity, location, time, etc.)

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Components of a solid mobile strategy: The app lifecycle

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BUILD

ANALYSE

ACQUIREENGAGE

Consumer Profile

Location

What makes an effective mobile strategy?


2

Hard to iterate in a silo.


3

Iterate with new innovations.


Iterate With Innovations

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EcosystemEcosyste

m

Ecosyste

mEcosystem

Core services

Places

PlatformPeople

AssetsMobile

ActivationData science

Data Content

Media Optimizer

Social

Audience Manager

Target PrimetimeExperience Manager

Campaign

Analytics

Solutions


Acquisition & re-engagement workflows

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NON-MOBILE EXPERIENCE

MOBILE WEBNO

DEEPLINK

YES

RE-ENGAGEMENT

DEFERRED DEEPLINK

TARGETED ACQUISITION

APP INSTALLED?

MOBILE EXPERIENCE

GENERAL ACQUISITION

APPSTORE

OR


Display ad to deep link experience

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NO APP

REI.com

YES APP

Deep Link


NO

YES APP

Deep Link

Display ad to deferred deep link experience

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ENABLING

PLACES


Places: Geo-fencing and beacons

▪ Product information & Videos ▪ Increased CTR & sales ▪ Direct number to expert support

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Real time price comparison (Sainsbury’s)

Click N Collect (Tarocash; Connor)

Real time product reviews eg. Twitter comments (Sport Chek)

Digital displays ( Sport Chek)

Contactless payment (Commbank) Targeted offers directly to smartphone

(Macy’s)

NEW PHYGITAL EXPERIENCEBLE Light fixtures

(Walmart)Augmented reality mirrors (Sephora; Rayban; Burberry)

Social shopping eg. Getting a second opinion realtime (Nine West)Projection-mapped mannequins

(Sport Chek)

Interactive shop windows (Sportsgirl)

BLE Beacons (Apple iBeacon; Macy’s,

Alex & Ani)


Enabling the Messaging journey

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WEB EMAIL MOBILE CALL CENTER SOCIAL POS DIRECT MAIL


2

De-silo your mobile strategy

3 New innovations help

iterate

1 Iteration is the key to

mobile innovation

[email protected] linkedin.com/in/hollstrom

mobile is the strategy: how the best enterprises think...

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