reinventing your organization around mobile first consumers

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

#AdobeSummit

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

Reinventing Your Organization Around Mobile First Consumers Ray Pun | Strategic Marketing for Mobile @RayPunSD

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

SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICS EXPERIENCE MANAGER

CAMPAIGN MEDIA OPTIMIZER

SOCIAL TARGET

ACTIVATION ASSETS COLLABORATION EXCHANGE MOBILE PROFILES & AUDIENCES

USER MANAGEMENT & ADMINISTRATION

Data & Content

PRIMETIME AUDIENCE MANAGER


Place the mobile consumer at the center

of your digital transformation


Ray Pun Strategic Marketing for Mobile, Adobe @RayPunSD


John Bollen SVP & Chief Digital Officer, MGM Resorts International @BollenJohn


Michelle Eten Divisional VP of Digital Retail, REI


Matt Asay VP of Mobile Strategy, Adobe @mjasay


Donald Brady Principal, Mobile & Digital Marketing, Deloitte Consulting @donald_brady

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 11 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

Consumers are becoming Mobile First

Source: Gartner, eMarketer, Adobe Digital Index

App downloads: 310 Billion by 2016

Mobile time spent: 23% of media

Mobile commerce: 29% of sales on Thanksgiving


“The gap will increase between marketing leaders who re-engineer their businesses to deliver mobile moments and the majority of marketing executives”

-Forrester Predictions 2015

Mobile is Driving Digital Transformation


Organization: People, Skills, Structure

13

Mobile team vs.

Digital team

Marketer vs.

Developer

Partners vs.

In-house teams


QR Codes

SMS

Processes: Strategy, Development, Measurement, Optimization

14

Strategy

Measurement

Optimization Design &

Development

Mobile Web Mobile Apps Marketing Tactics


Marketing Technology: App Experiences vs. Web Experiences

15

+ +

?

Apps

Mobile web


Location Marketing and Beacons: New opportunities to personalize experiences

Winter Gear Department

Cycling Department


Wearables: New marketing opportunities with biometric data

18

Interpret your emotional state or mood: •  Heart rate •  Blood pressure •  Hours of sleep


Every Session Tuesday Wednesday Thursday

$100 Gift Card

$10 Gift Card

$100 Gift Card

SKI Swag

Take the Survey to WIN! (Go to “surveys” section of mobile app)


Q&A Ray Pun

Strategic Marketing for Mobile, Adobe @RayPunSD

John Bollen Chief Digital Officer, MGM Resorts

@BollenJohn Matt Asay VP of Mobile Strategy, Adobe

@mjasay

Donald Brady Principal, Deloitte Consulting

@donald_brady

Michelle Eten DVP of Digital Retail, REI

#AdobeSummit


Key Takeaways

“Success in mobile

requires a platform for iteration and innovation”

Matt Asay

1

“Success in mobile + digital requires

investment in API infrastructure”

Donald Brady

“Speed to market requires developing a mobile strategy & key

functional roles focused on mobile” Michelle Eten

“Keep your mobile

content fresh” John Bollen

2 3

4

reinventing your organization around mobile first consumers

Mobile

adobe confidential

adobe systems incorporated

mobile digital marketing

mobile moments

mobile consumer

marketing technology

apps mobile web

marketing leaders