To deliver compelling mobile moments, forward-thinking companies need to develop “mobile-first” digital strategies. The Mobile Marketing track at this year’s Adobe Summit EMEA will feature tips, tricks, and best practices for mobile marketing from customers, partners, and Adobe experts.
Smartphones have taken over. They’re the primary device for 92 percent of consumers—and even more crucially, they’re the only devices that bring digital and physical experiences closer together. To deliver compelling mobile moments, forward-thinking companies need to think “mobile-first,” and place mobile apps, mobile websites, and real-time notifications at the core of their digital strategies.
Adobe is leading this charge with a comprehensive and integrated set of solutions to manage, optimise, and deliver engaging, data-fueled mobile experiences for customers and employees alike. The Mobile Marketing track at this year’s Adobe Summit EMEA will focus on precisely this range of solutions, featuring tips, tricks, and best practices for mobile marketing from customers, partners, and Adobe experts.
Here are the sessions I’m most excited about in the Mobile Marketing Track at this year’s Summit.
MO2: App Acquisition: Finding the ‘Bullseye’ of High-Value App Users
Successful marketers acquire, retain, and engage their highest value app users and focus their user acquisition efforts on the channels that will yield the most return. In this session, experts from Adobe mobile core services will explain how to focus efforts on the highest-value user acquisition channels, direct users from campaigns directly to a relevant screen within an app, and use a single marketing link to drive users to download via app stores or to an interstitial, and correlate those channels with in-app behaviour.
MO3: Voyages-sncf.com—Driving Addictive App Experiences with Mobile Messaging
With in-app messaging, mobile marketers can engage both casual and frequent app users with offers and updates that encourage them to come back to the app again and again. This session will explore how app messaging capabilities in Adobe mobile core services can help you drive more frequent app usage. Through case studies and best-in-class examples of brands that do mobile app messaging right, participants will learn the difference between push notifications and in-app messaging, and when to use which to engage users—as well as how to create segments of high-value app users using Adobe Analytics and deliver relevant messages to them.
MO4: Marriott’s Mobile App—Driving Revenue and Loyalty Through Personalisation
Customers interact with brands across multiple touchpoints, and since a mobile app is the most personal of these, it needs to remain especially relevant and aware of customers’ behaviour across multiple touchpoints. In this session, mobile engagement experts from Marriott and Adobe will showcase real-time, cross-device personalisation using Adobe Target with Adobe Audience Manager, demonstrate mobile app testing using Adobe Target with Adobe Analytics, and share ideas for real-time personalised experiences using Adobe Target and Adobe Campaign.
MO5: How Sky Empowers Mobile Teams with Game-Changing Customer Insights
As customer journeys continue to grow more complex, strategic thinking about mobile apps’ place has become mandatory, which means mobile teams and mobile centres of excellence (MCOEs) have an increasing say in marketing-strategy formulation. This session will explore best practices for deriving customer insights to boost mobile as a business driver, using mobile app analytics to drive cross-channel insights and engagement, and using Analysis Workspace to drive and share cross-functional insights.
We look forward to seeing you at Adobe Summit EMEA 2017, and if you haven’t registered to attend, there’s still time. Just click here to find out about all the other exciting events happening at this year’s Summit.