social media day be 2015 - what's next for 2015?

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

What’s next in 2015? Jamie Brighton | Adobe Marketing Cloud | @jamiebrighton

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

Looking back: What were the top priorities for organisations in 2014


16% REVENUE FROM MOBILE

20% OF SALES INFLUENCED BY MOBILE

Industry Trends: mobile experience impacts sales


Industry Trends: Tablet market penetration rate

56% US TABLET USERS IN 2014

796 MILLION GLOBAL TABLET USERS BY 2016


The Adobe Mobile Consumer Survey

§  Now in its fifth year §  More than 3,000 global responses

from mobile users §  Mobile insights across Media &

Entertainment, Travel Services, Financial Services, Consumer Products, Consumer Electronics

§  Preferences based on device type, gender, and age.


Who are the “Mobile Elite”?

6

Disconnecteds Dabblers Roamers Adapters Immersers Perpetuals

The Mobile Elite

http://www.forrester.com/Forrester+Introduces+The+Mobile+Mind+Shift/-/E-PRE5024


Android or iOS?


Industry Trends

§  Financial Services: Mobile Elite leads in research for new investments & accounts

§  Travel: Mobile Elite leads in researching travel options, prices and reviews

§  Media & Entertainment: Mobile Elite leads in using Social & listening to music

§  Retail & Consumer Electronics: Mobile Elite seek easy checkout process


Emerging Tactics: Location Check-ins

Have you used your mobile device to “check-in” to a location service in the last three months?


Emerging Tactics: Mobile Advertising

During the last 3 months, have you clicked through on mobile ads that are presented in a mobile app or mobile website?


Mobile-assisted Shopping when In-Store: Showrooming is a problem for retailers

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?


Mobile: Key Takeaways

Use data to understand who your users are and

provide the best experience possible for

their device

1 Work out the best

content and features for engaging the mobile

elite

2 Use emerging tactics to

keep ahead of the competition

3

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer

MORE COMPLEXITY WILL INCREASE FOCUS ON CORE SOCIAL NETWORKS FOR BRANDS 1


Watches Cars Weddings

Digital Marketing Mobile technology Mac shortcuts

Sports

Travel

Personal connections

Social selling

Work opportunities

Networking

Cooking & Recipes

Technology repair videos

Obscure records

SPLIT SOCIAL PERSONALITY OPPORTUNITY


CAPTURING BRAND CONVERSATION WILL GET MORE VISUAL 2


MONITOR & LEVERAGE VISUAL BRAND PRESENCE


USERS REPLACE ALGORITHMS 3


USER CONTROLS WHEN & WHERE


FEWER FREE LUNCHES FOR BRANDS ON SOCIAL 4


12% OCT 2013

6% FEB 2014


Social: Key Takeaways

More complexity will increase focus

on core social networks for

brands

1 Capturing brand

conversation will get more visual

2 Snapchat will be the next frontier of social

marketing

3 4 Fewer free lunches for brands on social


Adobe’s definition of personalisation

Personalisation is the use of

data to deliver a relevant and

engaging experience to a

consumer across channels and devices


10% Conversion rates

14% Lift in RPV

Why this is important

19% Uplift in sales

14% Click-through rates


Companies need to provide personalisation across the entire customer journey

Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing: Why Marketing Should Be Personal, November 2014

Only 43% personalise across the entire journey and most only approach personalisation in a single channel – most frequently email is seen as the only truly personalised channel


Advocacy Cross-sell/up-sell Awareness Consideration Self-identification

Known Anonymous

Rules-based targeting of known customers

Campaign planning & orchestration

Cross-channel execution

Integrated known customer profile

Profile Management Core Service Data – Content – APIs – Core Services

Algorithmic-based targeting & decisioning

A/B & multivariate testing

Conversion optimization

Product recommendations

Web/Mobile Personalization

Display Advertising Personalization

Direct Personalization

Advertising personalization

Audience Management

13

Anonymized data


Personalisation: Key Takeaways

Optimising the experience for the

unknown customer widens the funnel.

1 Orchestrating the conversation with known customers creates advocates.

2 Personalisation creates competitive advantage.

3


Jamie Brighton [email protected] @jamiebrighton