Mobile Mar­ket­ing Ses­sions at Adobe Sum­mit 2014

I’ve been beat­ing the “mobile first” drum for some time now. Can you hear it? Do you hear the sound of pos­si­bil­ity within it, or does it over­whelm you with anxiety?

No need to fear. Yes, mobile mar­ket­ing is com­plex and there is a lot to learn, but thank­fully, there are tech­nol­o­gists, inno­va­tors, and early adopters to learn from. There’s never been a more excit­ing time in mobile mar­ket­ing than now. There’s much to learn from those “march­ing” at the head of the pack.

Because mobile cuts across all your mar­ket­ing efforts, I’m rec­om­mend­ing ses­sions in a “mobile mar­ket­ing” vir­tual track to help you nav­i­gate all of the great con­tent at Adobe Sum­mit 2014. These ses­sions are for mobile lead­ers, mobile mar­keters, and mobile app devel­op­ers at every level of matu­rity, regard­less of where mobile stands in your cur­rent mar­ket­ing lineup. Also, if you want to see me speak­ing live, I’ll be mod­er­at­ing a ses­sion focused on location-based tar­get­ing with the mobile lead­ers from Tru­lia, REI, and Vibes. Stop by and say hello.

Here’s the “Mobile Mar­ket­ing” Vir­tual Track with my ses­sion recommendations.

Track:  Mar­ket­ing Ana­lyt­ics
Ses­sion 307, Mobile Ana­lyt­ics: App-centric Insights for Teams Think­ing Mobile First
Fea­tur­ing: A&E Networks

Do you under­stand where, when, and how apps are used by your cus­tomers? The aver­age ses­sion length in mobile apps is four times longer than web­sites when using tablets and smart­phones. It’s time to gain insights on how mobile apps are dri­ving and influ­enc­ing busi­ness results.

Ses­sion Topics

  • Set up report suites for ana­lyz­ing apps with mobile ser­vices for Adobe Mar­ket­ing Cloud
  • Life­cy­cle met­rics and the value of reten­tion, cohort, and pathing analy­sis for apps
  • Advanced analy­sis of geolo­ca­tion with GPS data and cus­tomer life­time value.

Track:  Per­son­al­iza­tion and Opti­miza­tion
Ses­sion 602, Mobile, the Next Frontier—Optimizing the Life­time Value of Your Cus­tomers on the Go
Fea­tur­ing: RedBox

This year, more of your cus­tomers engaged with your brand from a mobile device than ever before—about 25 per­cent of vis­its to web­sites orig­i­nated from tablets and smart­phones. Yet cus­tomers behave and engage dif­fer­ently with mobile chan­nels, mak­ing tar­get­ing the right offers and opti­miz­ing mobile expe­ri­ences more crit­i­cal than ever. Mobile opti­miza­tion helps you turn your mobile cus­tomers into life­time customers.

Track:  Per­son­al­iza­tion and Opti­miza­tion
Ses­sion 603, Loca­tion, Loca­tion, Loca­tion! Effec­tive Mobile Tar­get­ing in an App-centric World
Fea­tur­ing: REI, Tru­lia, and Vibes

In a world where 154,000 apps are down­loaded every minute, how do you get the most value and rev­enue out of your con­sumers’ fin­ger­tips? You do it by keep­ing a pulse on your cus­tomers’ inter­ac­tions, mak­ing every mobile inter­ac­tion count. Whether help­ing some­one find a ser­vice cen­ter in the vicin­ity or tak­ing advan­tage of a pro­mo­tion nearby, location-based tar­get­ing is the most effec­tive yet untapped oppor­tu­nity to engage mobile cus­tomers and present “calls to action.” Come learn how to lever­age GPS loca­tion for pow­er­ful mobile targeting.

Track:  Web Expe­ri­ence Man­age­ment
Ses­sion 810, Mobile Throw Down: The Bat­tle Between Hybrid, Native, and Web
Fea­tur­ing: CityTech

Given the con­tin­ued growth of smart­phone and tablet users, no doubt you’re think­ing about how you can move your busi­ness for­ward with mobile. Learn how to deter­mine which tech­nol­ogy options—responsive design com­pared to adap­tive for mobile Web, native ver­sus hybrid for mobile apps—are best for you. Dis­cover how to develop a customer-centric mobile strat­egy that will deliver an ROI that you can be proud of. This ses­sion will help you develop a mobile strat­egy that will improve the cus­tomer expe­ri­ence, deter­mine which mobile approaches are the best fit for your mobile strat­egy, and lever­age hybrid app devel­op­ment to deliver per­son­al­ized, cost-effective mobile apps to your customers.

Track: Web Expe­ri­ence Man­age­ment
Ses­sion 819, Deliver Engag­ing Mobile App Con­tent to Cus­tomers Again and Again
Fea­tur­ing: Wyn­d­ham Worldwide

By now, you have released sev­eral ver­sions of your flag­ship mobile app. Now comes the real chal­lenge: How do you keep your cus­tomers engaged with rel­e­vant, per­son­al­ized con­tent and con­tinue to evolve high-performing apps for mul­ti­ple devices and plat­forms with lim­ited devel­oper resources? Hear how Lowes and Wyn­d­ham Hotels and Resorts tran­si­tioned to more effec­tive mobile app devel­op­ment and mar­ket­ing strate­gies when fac­ing the same dilemma. This ses­sion will explore ways to tai­lor your mobile app devel­op­ment and mar­ket­ing strate­gies in response to chang­ing cus­tomer and tech­nol­ogy needs, as well as ways to reduce time to mar­ket and app devel­op­ment costs.

Track:  Web Expe­ri­ence Man­age­ment
Ses­sion 815, Do All Brands Need to be (App) Pub­lish­ers?
Fea­tur­ing: Lord Abbett and Conde Naste

Whether you’re a brand try­ing to cre­ate a land­ing page or a pub­lisher aim­ing to release an edi­to­r­ial, one thing remains con­stant: the abil­ity to effi­ciently and pro­duc­tively lever­age and push engag­ing con­tent across mul­ti­ple chan­nels. Enter­prises today are increas­ingly chal­lenged to cre­ate con­sis­tent and effec­tive processes to dis­sem­i­nate con­tent. This ses­sion will explore ways to build a con­tent mar­ket­ing or edi­to­r­ial work­flow strat­egy to drive com­pet­i­tive advan­tage; auto­mate inter­nal work­flows to push edi­to­r­ial con­tent across print, media, and Web; and lever­age an inte­grated plat­form to increase effi­ciency and productivity.

Track:  Web Expe­ri­ence Man­age­ment
Ses­sion 814, Com­merce & Con­tent Sys­tems Con­verg­ing, For­rester and Adobe Per­spec­tive
Fea­tur­ing: For­rester Research

Mar­ket­ing and e-commerce teams have tra­di­tion­ally served dif­fer­ent pur­poses with brand sites and the online store, but they are increas­ingly find­ing value in mak­ing all con­tent expe­ri­ences “shop­ping friendly” across dig­i­tal touch points includ­ing mobile apps and mobile web­sites. Suc­cess­ful inte­gra­tion of the two teams and their respec­tive plat­forms will help com­pa­nies main­tain cross-channel con­sis­tency and engen­der rich, con­tex­tual expe­ri­ences through­out the cus­tomer life cycle. This ses­sion will explore ways to bring it all together and cre­ate com­pelling expe­ri­ences in this new world that addresses your brand require­ments and your e-commerce objectives.

Track:  Cross Chan­nel Cam­paign Man­age­ment
Ses­sion 111, SoLoMo: The Con­ver­gence of Chan­nel and Opportunity

How devel­oped is your SoLoMo (social, local, and mobile) strat­egy? With smart­phones, infor­ma­tion is accessed every­where, any­time. Brands have boosted their rev­enue by lever­ag­ing Face­book data to per­son­al­ize mobile con­tent, propos­ing con­tex­tual and geo-specific offers, and opti­miz­ing pur­chases on mobile devices. Thanks to geolo­ca­tion, inter­ac­tions between brands and con­sumers can be more rel­e­vant, both online and offline. This ses­sion will explore best prac­tices in lever­ag­ing push noti­fi­ca­tions and per­son­al­ized con­tent in mobile apps as well as tac­ti­cal tips and tricks for send­ing the right mes­sage, at the right time, in the right location.

Track:  Social Mar­ket­ing
Ses­sion 506, Location-Based Data Trove: Real-time Social Mar­ket­ing
Fea­tur­ing: Foursquare

Just last year, doubters ques­tioned Foursquare’s abil­ity to turn its pop­u­lar­ity into a viable busi­ness. Today, with more than 40 mil­lion users world­wide, 55 mil­lion venues in their data­base, and 4.5 bil­lion check-ins, Foursquare is sit­ting on a vast trove of valu­able data that every­one wants. This ses­sion will explore ways in which your orga­ni­za­tion can fil­ter the sig­nals from the noise within location-based, real-time data. Come learn how your busi­ness can use location-based data to tar­get and engage the right cus­tomers at the right time in real time.

Track:  Hands-On Lab
Ses­sion 710, Tech­ni­cal Ses­sion: Accel­er­ate Your App Mar­ket­ing with Adobe Mobile Ser­vices and Adobe Mar­ket­ing Cloud SDKs         

Take your mobile app mar­ket­ing to the next level with Adobe Mobile ser­vices. It offers an app-centric UI, inte­grated work­flows between Adobe Mar­ket­ing Cloud solu­tions, and a sin­gle SDK.

Hands-On Devel­oper Lab Topics

  • Imple­ment the lat­est fea­tures of Adobe Ana­lyt­ics, includ­ing life­time value, timed actions, and app con­ver­sion tracking
  • Per­form location-based test­ing and tar­get­ing techniques
  • Opti­mize an app based on cus­tom audi­ence segments
  • Cre­ate and man­age push cam­paigns in an app.

Track:  Hands-On Lab
Ses­sion 712, Tech­ni­cal Ses­sion: Build­ing Mobile Apps with Phone­Gap Enterprise

Learn how to build mobile appli­ca­tions for iPhone and Android using Phone­Gap Enter­prise and Adobe Expe­ri­ence Man­ager. Put together a mul­ti­screen mobile app, test it in sim­u­la­tors, and learn how to keep it updated—all using the famil­iar author­ing inter­face of Expe­ri­ence Manager.

Hands-On Lab Topics

  • Build your own mobile application
  • Test your appli­ca­tion in simulators
  • Update your appli­ca­tion on the fly.

Track:  Hands-On Lab
Ses­sion 722, Tech­ni­cal Ses­sion: Mobile App Devel­op­ment and Con­tent Management

Build­ing and main­tain­ing effec­tive mobile apps presents sev­eral chal­lenges, from sup­port­ing dif­fer­ent oper­at­ing sys­tems to man­ag­ing fre­quently updated con­tent. Learn how Adobe Expe­ri­ence Man­ager and Phone­Gap can help you man­age apps using sys­tems and inter­faces that you’re already famil­iar with like HTML5. This ses­sion will explore build­ing and deploy­ing mobile apps from your Web expe­ri­ence man­age­ment sys­tem; updat­ing con­tent and push­ing it to the native app; and adding native capa­bil­i­ties to an app with­out resub­mit­ting code.

To reserve a seat, please reg­is­ter for these ses­sions in advance by using the Sum­mit cat­a­log.

If you would like to learn more about mobile mar­ket­ing, please read my “Mobile First” col­umn on CMO​.com and fol­low me on Twit­ter @RayPunSD.

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