Imrg connect manchester_july13-mobile_experiences-v2
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Short presentation on bringing together mobile capabilities with user profiles to deliver on the promise of personalisation. Presented at IMRG Connect event in Manchester, July 2013. Based on presentation created and delivered by Ray Pun and Xavier Agnetti at the Adobe Summit events in the United States and UK in March and April 2013.
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Imrg connect manchester_july13-mobile_experiences-v2
- 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton 1 Personalised mobile experiences Jamie Brighton | Strategic Marketing EMEA, Adobe
- 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Changing the world through digital experiences
- 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton 3 Think “mobile unique” to deliver “mobile delight”
- 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Camera What is unique about the mobile channel? 4 Device Type SensorsOperating System Connection Speed Location
- 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Offline DataPreferences Time Behaviour Social Graph What is unique about the mobile channel? 5
- 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Capability and maturity framework: mobile personalisation 6 Mobile Unique Consumer Profile Device Type, OS, Connection PreferencesGood Geo-location, Camera Time, BehaviourBetter Sensors, Augmented Reality Social Graph, Offline DataBest
- 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Capability and maturity framework: mobile personalisation 7 Device Type, OS, Connection Mobile Unique Consumer Profile Preferences Good
- 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Tablet optimised experience: H&M 8 Elements of Success: • Tablet optimised
- 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Capability and maturity framework: mobile personalisation 9 Geo-location, Camera Mobile Unique Consumer Profile Time, Behaviour Better
- 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Location: Indoor mapping and navigation with Westfield Malls 10 Elements of Success: • Location • Indoor navigation
- 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Camera: Shop by preferred colors with Gilt Group 11 Elements of Success: • Camera • Colour preferences
- 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Behaviour: Product recommendations with REI 12 Elements of Success: • Behavioural recommendation • Smartphone optimised
- 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Capability and maturity framework: mobile personalisation 13 Sensors, Augmented Reality Mobile Unique Consumer Profile Social Graph, Offline Data Best
- 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Social Graph: Travel tips from friends with Tripadvisor 14 Elements of Success: • Social graph • Tablet optimised
- 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Sensors: Personalising content to reduce your stress with Huffington Post 15 Elements of Success: • Sensor for heart rate • Social integration
- 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton Key takeaways 16 Evaluate the opportunity cost of not investing in mobile personalisation1 Use what you know about the customer to deliver the best experience2 Mix flavours from mobile leaders and innovators to go beyond “vanilla” 3
- 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #Adobe @jamiebrighton 17 Think “mobile unique” to deliver “mobile delight” Jamie Brighton jbrighton@adobe.com Twitter: @jamiebrighton
Notas del editor
- http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1540&bih=771&tbm=isch&tbnid=wdLWBccBCtHbBM:&imgrefurl=http://www.allposters.com/-sp/Girl-Smiling-Eating-an-Ice-Cream-Sundae-Posters_i7151012_.htm&docid=EBzr5aTSfTsjEM&imgurl=http://imgc.allpostersimages.com/images/P-473-488-90/49/4918/IQL9G00Z/posters/dennis-hallinan-girl-smiling-eating-an-ice-cream-sundae.jpg&w=473&h=355&ei=84fwUMjDOc3OigLC-4HIDQ&zoom=1&iact=hc&vpx=1170&vpy=367&dur=2119&hovh=194&hovw=259&tx=102&ty=86&sig=102425723028644172841&page=2&tbnh=135&tbnw=185&start=40&ndsp=50&ved=1t:429,r:47,s:0,i:233
- There are mobile unique dimensions to consider when providing an experience to a customer. In addition, there are consumer profile dimensions that when combined with mobile provide a powerful mechanism for delivering value to your customers.Location: by far the most important aspect of context with mobile, it is also the most sensitive. With smartphones and tablets being “location aware” on their own, it is incumbent on the marketer to: 1) consider whether location is a useful and necessary targeting criteria, and 2) if so, seek out and gain end-user permission (via clear notice and opt-in/opt-out choices) to use this. Take special note that the privacy implications of using location in targeting are yet to be fully understood and best practices yet to be codified, so caution is advised.Time: much less sensitive than location, using time as a targeting criteria can be useful when sending messages relevant at certain times of day, week or month. The immediacy and suitability of a well-timed mobile message can improve ROI of the overall effort.Proximity: knowing that your customer is nearby or within your store, or ready to make a purchase at POS, gives you the opportunity to deliver hyper-local and very relevant messaging or offers. Again, this criterion is a sensitive one, requiring you to get consumer permission to engage and interact in such an intimate way.Device: tailoring and targeting to select devices or operating systems is not necessary, but it can be useful and profitable. Leveraging the unique capabilities native to a device can allow you to create very compelling and interactive advertising experiences. Volkswagen Jetta introduced an advertising campaign exclusively through the iPhone when it first came out, and the results were both positive and profitable. Another advertiser used the swipe function on tablets to crash a car into the left frame (it was an insurance company) to get maximum consumerNote: Time and location describes consumer “activity” (commuting, eating, skiing, shopping, etc.)
- There are mobile unique dimensions to consider when providing an experience to a customer. In addition, there are consumer profile dimensions that when combined with mobile provide a powerful mechanism for delivering value to your customers.Location: by far the most important aspect of context with mobile, it is also the most sensitive. With smartphones and tablets being “location aware” on their own, it is incumbent on the marketer to: 1) consider whether location is a useful and necessary targeting criteria, and 2) if so, seek out and gain end-user permission (via clear notice and opt-in/opt-out choices) to use this. Take special note that the privacy implications of using location in targeting are yet to be fully understood and best practices yet to be codified, so caution is advised.Time: much less sensitive than location, using time as a targeting criteria can be useful when sending messages relevant at certain times of day, week or month. The immediacy and suitability of a well-timed mobile message can improve ROI of the overall effort.Proximity: knowing that your customer is nearby or within your store, or ready to make a purchase at POS, gives you the opportunity to deliver hyper-local and very relevant messaging or offers. Again, this criterion is a sensitive one, requiring you to get consumer permission to engage and interact in such an intimate way.Device: tailoring and targeting to select devices or operating systems is not necessary, but it can be useful and profitable. Leveraging the unique capabilities native to a device can allow you to create very compelling and interactive advertising experiences. Volkswagen Jetta introduced an advertising campaign exclusively through the iPhone when it first came out, and the results were both positive and profitable. Another advertiser used the swipe function on tablets to crash a car into the left frame (it was an insurance company) to get maximum consumerNote: Time and location describes consumer “activity” (commuting, eating, skiing, shopping, etc.)
- This framework can be used to classify how much “delight” and value you are providing to mobile consumers. By including elements of mobile unique capabilities and consumer profile data in your experience, you will provide a more personalized experience that can improve customer satisfaction, monetization, and loyalty. We can classify experiences at 3 levels of sophistication: good, better, and best.Images:http://i.istockimg.com/file_thumbview_approve/20190868/2/stock-photo-20190868-chocolate-ice-cream.jpghttp://i.istockimg.com/file_thumbview_approve/10158393/2/stock-photo-10158393-hot-fudge-sundae-with-whipped-cream-and-cherry.jpghttp://i.istockimg.com/file_thumbview_approve/9757416/2/stock-photo-9757416-ice-cream-composition-on-a-bowl.jpgSensors: light, sound, motionhttp://gigaom.com/mobile/runkeepers-smartphone-app-gets-smarter-with-sensors/http://gigaom.com/2011/04/15/why-apps-need-some-sense-and-sensibility/
- This framework can be used to classify how much “delight” and value you are providing to mobile consumers. By including elements of mobile unique capabilities and consumer profile data in your experience, you will provide a more personalized experience that can improve customer satisfaction, monetization, and loyalty. We can classify experiences at 3 levels of sophistication: good, better, and best.Images:http://i.istockimg.com/file_thumbview_approve/20190868/2/stock-photo-20190868-chocolate-ice-cream.jpghttp://i.istockimg.com/file_thumbview_approve/10158393/2/stock-photo-10158393-hot-fudge-sundae-with-whipped-cream-and-cherry.jpghttp://i.istockimg.com/file_thumbview_approve/9757416/2/stock-photo-9757416-ice-cream-composition-on-a-bowl.jpgSensors: light, sound, motionhttp://gigaom.com/mobile/runkeepers-smartphone-app-gets-smarter-with-sensors/http://gigaom.com/2011/04/15/why-apps-need-some-sense-and-sensibility/
- The most basic level of personalization is to understand that different device types deserve different experiences. At NBC, they provide a tablet optimized website that supports touch interactions vs. mouse and is different from the smartphone site.
- This framework can be used to classify how much “delight” and value you are providing to mobile consumers. By including elements of mobile unique capabilities and consumer profile data in your experience, you will provide a more personalized experience that can improve customer satisfaction, monetization, and loyalty. We can classify experiences at 3 levels of sophistication: good, better, and best.Images:http://i.istockimg.com/file_thumbview_approve/20190868/2/stock-photo-20190868-chocolate-ice-cream.jpghttp://i.istockimg.com/file_thumbview_approve/10158393/2/stock-photo-10158393-hot-fudge-sundae-with-whipped-cream-and-cherry.jpghttp://i.istockimg.com/file_thumbview_approve/9757416/2/stock-photo-9757416-ice-cream-composition-on-a-bowl.jpgSensors: light, sound, motionhttp://gigaom.com/mobile/runkeepers-smartphone-app-gets-smarter-with-sensors/http://gigaom.com/2011/04/15/why-apps-need-some-sense-and-sensibility/
- Location is powerful because you can receive directions to a new place from your starting position. In addition to providing a map of the shopping center, Westfield Malls provides shoppers with the ability to find a store and receive directions to that store.
- The camera gives your smartphone the “eyes” to see what is in your world. The Gilt Group lets shoppers find products by their favorite color.
- Shopping on a smartphone is challenging because of the small screen. However, by presenting recommendations “people also viewed/bought”, REI has seen a 4 % lift in revenue per visitor.
- This framework can be used to classify how much “delight” and value you are providing to mobile consumers. By including elements of mobile unique capabilities and consumer profile data in your experience, you will provide a more personalized experience that can improve customer satisfaction, monetization, and loyalty. We can classify experiences at 3 levels of sophistication: good, better, and best.Images:http://i.istockimg.com/file_thumbview_approve/20190868/2/stock-photo-20190868-chocolate-ice-cream.jpghttp://i.istockimg.com/file_thumbview_approve/10158393/2/stock-photo-10158393-hot-fudge-sundae-with-whipped-cream-and-cherry.jpghttp://i.istockimg.com/file_thumbview_approve/9757416/2/stock-photo-9757416-ice-cream-composition-on-a-bowl.jpgSensors: light, sound, motionhttp://gigaom.com/mobile/runkeepers-smartphone-app-gets-smarter-with-sensors/http://gigaom.com/2011/04/15/why-apps-need-some-sense-and-sensibility/
- Your Facebook social graph is a very powerful lever for personalization. Tripadvisor uses your FB graph to show what activities your friends have completed and provides travel tips from people you know.
- Using your phone's camera lens as a sensor, GPS for the Soul measures your heart rate and heart rate variability (HRV), which measured together are a proxy for stress, and then connects you with the things that help you course-correct -- from music and poetry to breathing exercises and pictures of your loved ones. Sensors: http://www.huffingtonpost.com/heartmath-llc/gps-for-the-soul-app_b_2412969.html
- http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1540&bih=771&tbm=isch&tbnid=wdLWBccBCtHbBM:&imgrefurl=http://www.allposters.com/-sp/Girl-Smiling-Eating-an-Ice-Cream-Sundae-Posters_i7151012_.htm&docid=EBzr5aTSfTsjEM&imgurl=http://imgc.allpostersimages.com/images/P-473-488-90/49/4918/IQL9G00Z/posters/dennis-hallinan-girl-smiling-eating-an-ice-cream-sundae.jpg&w=473&h=355&ei=84fwUMjDOc3OigLC-4HIDQ&zoom=1&iact=hc&vpx=1170&vpy=367&dur=2119&hovh=194&hovw=259&tx=102&ty=86&sig=102425723028644172841&page=2&tbnh=135&tbnw=185&start=40&ndsp=50&ved=1t:429,r:47,s:0,i:233