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

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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 BILLIONSMARTPHONES IN 2014
Industry Trends: Smartphone market penetration rate

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56%US TABLET USERS IN 2014
796MILLION
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
1.9devices
used
47%
53%
2xmore likely to frequently
book travel via mobile
vs general consumer
Skewed toward young
and middle-aged

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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%

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The Mobile Elite and Travel
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2xmore likely to frequently
book travel via mobile
vs general consumer
ANTICIPATED TO REACH
$61BONLINE TRAVEL BOOKINGS IN 2014
2%increase in
mobile travel bookings
10%increase in
mobile destination research
8%increase in
mobile check-ins

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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%

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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

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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?

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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?

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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?

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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?

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Emerging Tactics: Mobile Messaging
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Do you send SMS/text messages to connect with brands or receive discounts?

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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?

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Emerging Tactics: Augmented Reality used by Mobile Elite
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Have you used an augmented reality app in the last 3 months?

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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?

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

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Polls
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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.

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The virtuous cycle of mobile marketing
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The New Mobile Imperative
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CONSISTENT
RELEVANT
TIMELY
PERSONALISED

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Key Takeaways
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A marketing strategy
for all channels
1
Build engaging
experiences
2
Measure, review, and
optimise everything
3

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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

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@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