I recently joined the Omni­ture Busi­ness Unit of Adobe to lead the prod­uct mar­ket­ing effort for Mobile Solu­tions. As we approach March, I look for­ward to meet­ing with cus­tomers and part­ners at Sum­mit 2011 and engag­ing with you to under­stand your busi­ness chal­lenges in mobile mar­ket­ing. Since we expect Sum­mit to be “Sold Out”, I would like to encour­age all Omni­ture cus­tomers to reg­is­ter today and make plans to be in Salt Lake City, Utah from March 8 to 11: http://​www​.omni​ture​.com/​e​n​/​s​u​m​m​i​t11.

In addi­tion, as you plan to agenda, please sign up for the fol­low­ing break­out ses­sions in the “Online Ana­lyt­ics” track related to Mobile Ana­lyt­ics and Mobile Mar­ket­ing strate­gies. I am cur­rently work­ing with speak­ers from Adobe con­sult­ing and exist­ing cus­tomers to develop thought pro­vok­ing con­tent to help you engage with con­sumers via the mobile chan­nel.

1) Smart­phone Apps are Every­where!  Increase the return of your mobile app invest­ment through analy­sis and optimization

Accord­ing to the Gart­ner Group, in 2010, world­wide mobile appli­ca­tion stores’ rev­enue is expected to reach $5.2 bil­lion, both from end-users buy­ing appli­ca­tions and appli­ca­tions gen­er­at­ing adver­tis­ing rev­enue for their devel­op­ers. In addi­tion, world­wide cumu­la­tive appli­ca­tion down­loads (free and paid) from app stores will be over 10 bil­lion in 2010 and will pass the 50 bil­lion mark dur­ing 2012. Given the wide dis­tri­b­u­tion of mobile apps, orga­ni­za­tions that are try­ing to reach a mobile audi­ence must con­sider mea­sure­ment, analy­sis, and opti­miza­tion. Dur­ing this ses­sion, Adobe will show how ana­lyt­ics can be used to improve native mobile appli­ca­tions (Apple iOS, Google Android, Black­berry, etc.) that are cre­ated by mar­keters to engage with con­sumers. In addi­tion, an Adobe cus­tomer will present a case study to describe their mobile app devel­op­ment strat­egy and the results of mea­sur­ing vis­i­tor engagement.

Key take­aways from the ses­sion will include the following:

  • Best prac­tices for mea­sur­ing and ana­lyz­ing app usage
  • Cutting-edge solu­tions for reduc­ing app disengagement
  • A cus­tomer case study high­light­ing the ben­e­fits of opti­miz­ing mobile apps

2) What are the Best Mobile Mar­ket­ing Strate­gies for 2011?  How to pri­or­i­tize spend for mobile apps, sites, adver­tis­ing, and more

Dur­ing this ses­sion, Adobe will dis­cuss the most impor­tant mobile mar­ket­ing strate­gies emerg­ing in 2011 by sum­ma­riz­ing trends and the high­lights of recent mar­ket research.  The ses­sion will pro­vide an overview of tech­niques (mobile sites, mobile apps, SMS, mobile ads, etc.) for reach­ing a tar­get audi­ence based upon the online marketer’s objec­tives.  In addi­tion, an Adobe cus­tomer will present a case study to explain how mobile mar­ket­ing fits within its over­all online mar­ket­ing strat­egy, as well as its invest­ment ratio­nale for a range of mobile mar­ket­ing tactics.

Key take­aways from the ses­sion will include the following:

  • Where (and why) mar­keters are choos­ing to invest their mobile mar­ket­ing budgets
  • The effec­tive­ness of major tech­niques for reach­ing mobile audiences
  • Best prac­tices for select­ing the right mobile mar­ket­ing strategy

Fur­ther­more, if you are a devel­oper of mobile appli­ca­tions and would like some hands-on oppor­tu­nity to use our mobile SDKs for mea­sure­ment or opti­miza­tion, please con­sider attend­ing the fol­low­ing lab ses­sions in the “Tech Track”:

1) Get Your App On—Improve Your Mobile Apps with Ana­lyt­ics (Lab)

Busi­nesses con­tinue to increase invest­ment in native mobile appli­ca­tions. Help your busi­ness to improve the user expe­ri­ence and engage­ment of your apps by learn­ing how to tag apps on all mobile plat­forms. Adobe’s mea­sure­ment libraries for iOS, Android, Sym­bian, Black­Berry give you the abil­ity to mea­sure mobile engage­ment wher­ever it is occur­ring. In this ses­sion we will pro­vide the tools and hands on expe­ri­ence needed to inte­grate Adobe’s ana­lyt­ics tools in mobile apps.

In this hands-on devel­oper lab, you will:

  • Imple­ment Site­Cat­a­lyst track­ing on iOS and Android apps
  • Imple­ment mea­sure­ment best prac­tices to enhance report­ing on mobile engagement
  • Val­i­date your mobile ana­lyt­ics imple­men­ta­tion and dis­cover key insights

2) The Site is Dead—Optimize Your Apps and Your Ads (Lab)

It’s not just your site anymore—you need to offer tar­geted, opti­mized expe­ri­ences wher­ever your cus­tomers inter­act with your brand. Attend this lab to get hands-on expe­ri­ence inte­grat­ing Test&Target and Rec­om­men­da­tions into your mobile apps (iOS, Android, Black­berry), Flash appli­ca­tions, and ads. Use native APIs and SDKs for dif­fer­ent devices and see what options you have to opti­mize applications.

In this hands-on devel­oper lab, you will:

  • Learn how to change con­tent in real-time in mobile apps based on a user’s activ­ity or interest
  • Inte­grate dynamic, tar­geted mar­ket­ing con­tent into Flash ads with­out hav­ing to re-create or re-publish anything
  • Take home exam­ples and code libraries to share the excite­ment with your team

If you are a cus­tomer or part­ner that is focused on mobile mar­ket­ing, ana­lyt­ics, or opti­miza­tion and would like to have a con­ver­sa­tion at Sum­mit, feel free to con­tact me at my email: raypun@​adobe.​com

To learn more about Mobile Ana­lyt­ics and Opti­miza­tion Solu­tions, please click here.


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