Posts tagged "mobility"

Is this really the year of mobile?

Angus Beattie, Senior Account Manager, Adobe ANZ (@AngusBeattie, LinkedIn)

I’m going to share a statistic I came across in a Forbes magazine story and I’d love to know whether you find it as absolutely staggering as I did when I first read the piece. According to a study released by Cisco last month, by 2016 monthly global mobile traffic is estimated to exceed 10 exabytes (for reference, an exabyte is a million terabytes) – and while that alone is quite significant, a whopping 40% of that traffic will come from Asia. 40%, it is hard to believe that nearly half of worldwide mobile traffic is poised to come from our region alone!

As mobile marketing has gained momentum over the past few years, there’s been prolific industry chatter nominating that each new year was ‘the year of mobile‘. Frankly, I’ve never taken that view. I think we’re just starting to grasp exactly how far we in the marketing industry can go with one of the most exciting and expansive areas we’ve seen in years.

Today’s marketers have a vast mobility tool kit full of tactics for consumer engagement such as QR codes, SMS, location-based marketing using GPS technology and more. Long gone are the days when mobile device users were considered a niche audience. These days, developers understand that they have a wide audience to reach via a wide range of platforms like iOS, Android and Windows. Those platforms are running on an devices like smartphones, tablets, and even ‘phablets’ (yes, a phone-tablet hybrid now exists). More often than ever at marketing events we hear industry leaders proclaim that when it comes to digital content we need to ‘build for mobile first and expand out from there’.

The proliferation of devices shows no signs of slowing down, and mobile delivery platforms are continuing to mature. So, what does this mean for marketers across APAC? Marketing directly to the palm of consumers’ hands through their personal devices is now well received. According to the Asia Digital Marketing Association’s (ADMA) 2011 Digital Marketing Yearbook, more than two-thirds of consumers across the region say they are comfortable receiving mobile advertising. Also worth noting:

  • 65% of consumers use online services to locate nearby services
  • More than a quarter of mobile users across APAC say they will use their device in-store to research products and services
  • Nearly half of mobile users in the region say they’ve benefitted from being introduced to a product via mobile advertising

Rather than stating last year, this year or even next year as the singular banner year for mobile marketing, perhaps we’re best to agree that we’re right in the middle of the mobile era — or is this just the beginning?  I welcome your thoughts on the topic.



The Importance of Optimising Customers Online Experiences: How HTC and Samsung Card Co discovered the power of optimizing their customers’ experiences

Julie Cleeland Nicholls, Senior Group Manager, Corporate Communications Adobe APAC – @jcnsingapore


Last year, we saw some really innovative examples of how the role of the customer is changing as it becomes a much more central focus for digital marketing campaigns. This is happening because of the changing ways customers choose to interact with brands, using devices to consume information anywhere, anytime.

Some brands, such as HTC picked up on this change very quickly and sought ways to gather actionable, real-time intelligence about their customer’s behaviour across multiple marketing channels. To do this, the company implemented a global roll out of Adobe SiteCatalyst to optimise their customer’s experience.

John Starkweather, Global Director of Digital Marketing, HTC, said his company’s priority was to build brand value for its innovative products. “We operate in an incredibly fast-moving sector,” he explained. “Growing so quickly in such a competitive space, it’s imperative for us to continue to invest in creating better customer experiences – whether that be across, our communities on social platforms such as Facebook or YouTube, and through applications and services.”

“After significant evaluation and a successful implementation in the US market, we were confident that Adobe SiteCatalyst would give us the insight we need across all of our markets globally, enabling us to remain in a leadership position by giving our customers more relevant information and engaging experiences,” said Mr Starkweather.

Another organisation quick to pick up on this shift to customer-centric marketing was Samsung Card Co, Korea’s largest credit card company.

Through the implementation of Adobe Test&Target, Samsung Card Co. was able to determine the most effective content and make changes that increased its card sign-up rate through the website by up to 20%. The tests focused on the main page banner design and size, and on the order in which various products were displayed.

“Samsung Card Co. is very satisfied with Adobe Test&Target. It helps us discover how to enhance our web performance more effectively,” said Park, Chang-Min of Samsung Card. “The solution is expected to help us increase the productivity of our web channels and to provide an objective evaluation tool that will help us decide on the most effective activities within the online operating process.”

I’m drowning! How can we simplify mobile marketing in an increasingly complex environment?

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork


Can you remember the release of the first IBM Simon smartphone in 1992? Web access is now a standard feature in even the most bare-bones mobile device, and mobile apps are a multi-billion dollar business. In countries such as India, mobile web access has outpaced desktop access for years. Smartphones remain hot connectivity tools and now tablets are also making their impact on the market.  With an ever-increasing variety of devices to choose from, consumers are becoming more accessible on-the-go, with no sign of this trend slowing.

This means it’s imperative that businesses reach out to their growing mobile population. Of course, with these new opportunities come heavy implications: Make the user experience seamless and you create advocates for your brand and generate return business. Fail to deliver- and you drive the user to a competitor who is only a “swipe” away.

To maintain brand loyalty and customer retention, consumers should experience seamless engagement across multiple touch points. If the experience is fragmented by a failure to close the gap between the customer and the business, users will turn to a competitor. It comes down to this: How do companies differentiate themselves in this mobile landscape? – By delivering a superior experience to the end user.

And just as the consumer should have a seamless experience, enabling that experience should be just as easy behind the scenes. Businesses have to empower marketing and IT professionals to manage the experience their companies deliver intuitively without overwhelming them with multi-faceted mobile device support.

Here are five steps you can follow when you’re considering how to apply this to your own business.

  • Understand what information or services customers are looking for on their mobile devices. What content do they need and where and when do they need it? How can a company make it easy for customers to do business with them? If customers want to share their experiences with you or their friends, how can you help them do that? Measurement and analytics technologies can help you pinpoint and analyse these kinds of behaviours. In some cases, it’s unrealistic to assume that all online content can be available on a mobile phone, but by working out what’s most useful to customers who are on the go, organisations can meet customer expectations and deliver outstanding experiences.
  • Know what devices your customers are using. You’re going to need to deliver content that’s optimised for their specific phone or tablet to ensure the best experience. For example, applications should be able to interact with a vast range of screen sizes and screen resolutions, be able to handle various interaction patterns for touch screens, as well as distinct input sources such as cameras and GPS.

You can find solutions which provide granular details such as the users’ screen size and whether it is a touch screen or not. This will allow you to make adjustments to improve your user experience and you’ll start enjoying a competitive advantage by knowing and using the best platform to engage with mobile customers.

  • Close the gap between all users involved both inside and outside your company. If managing your organisation’s customer experience is cumbersome and complicated for staff, then you can be pretty sure the end product will be impacted- and your customer can tell. On the other hand, experiences that can be intuitively managed by staff charge translate into optimised and engaging experiences for consumers. Empower your workforce by consolidating vendors and platforms involved in the process and providing tools that effectively simplify the authoring of mobile experiences.
  • Give your employees the right tools for the job. Along those lines, employees involved in managing a company’s mobile presence should have a baseline report of analysis data that helps them consistently optimise experiences. Simplify the workload by equipping workers with the right tools.

Want to really futureproof your brand? Make your content work across multiple channels. Instead of designing content mainly for traditional desktop users in mind, make it your mission to always remember that mobile, social and cloud-based experiences are just as important. Can your content be shared as an app, or a link?