Delivering on Mobile Experience

Mobile Marketing

At Adobe Sum­mit EMEA, over 5,000 atten­dees have come togeth­er to explore the future of dig­i­tal expe­ri­ences; a land­scape that’s becom­ing increas­ing­ly com­plex. With medi­ums like mobile and video on the rise, con­sumers are con­tin­u­ing to expand the var­i­ous touch points they have with dig­i­tal con­tent. At the same time, their expec­ta­tions are high­er than ever before. Brands are faced with hav­ing to engage con­sis­tent­ly across all these dif­fer­ent plat­forms, while fig­ur­ing out how to serve up con­tent that’s deemed rel­e­vant.

Mobile has been one of the more chal­leng­ing areas to nav­i­gate; apps con­tin­ue to flood the mar­ket (1.5 mil­lion in the iOS App Store last year, 300,000 more than the year before) but con­sumers are becom­ing much more selec­tive. And when it comes to mobile web, it’s often viewed as a neglect­ed chan­nel.

In EMEA, only 40% of con­sumers say that brands are doing a good job of pro­vid­ing a per­son­al­ized and con­sis­tent expe­ri­ence across devices; 72% of con­sumers say that brows­ing on smart­phone is worse than on desk­top. As the mar­ket con­tin­ues to boom (smart­phone traf­fic in EMEA grew 25% in 2015), expe­ri­ence will become the pri­ma­ry dif­fer­en­tia­tor for mobile brands.

We view mobile strat­e­gy in the con­text of four phas­es: build (cre­ate beau­ti­ful apps), acquire (build an audi­ence), ana­lyze (act on the right insights) and engage (deliv­er­ing expe­ri­ences that res­onate with users). This enables brands to sup­port the cre­ative con­tent they’ve cre­at­ed for mobile with robust ana­lyt­ics on how users are react­ing. It allows for inno­va­tion through con­stant iter­a­tion, hon­ing what res­onates most with users.

We’ve announced sev­er­al new capa­bil­i­ties across Adobe Mar­ket­ing Cloud to sup­port dif­fer­ent areas of the mobile expe­ri­ence:

  • New Adver­tis­ing Capa­bil­i­ties for Bet­ter Per­son­al­iza­tion: Each time con­sumers view or inter­act with a dig­i­tal ad it’s an expe­ri­ence they have with the brand. If the expe­ri­ence is deliv­ered poor­ly or the con­tent isn’t of inter­est, users will seek ways to bypass the con­tent, as they become less will­ing to accept ads as a trade-off for free services. Advertisers can address this chal­lenge by devel­op­ing a bet­ter under­stand­ing of audi­ences through robust data ana­lyt­ics, deliv­er­ing ads that are con­tex­tu­al­ly rel­e­vant and per­son­al­ized to indi­vid­ual tastes. We’ve announced new capa­bil­i­ties with­in Adobe Media Opti­miz­er that will enable brands to sup­port cre­ative ad con­tent with deep data insights, allow­ing them to engage users with rel­e­vant mes­sages or offers across any chan­nel.
  • Per­son­al­iza­tion at Scale via Device Co-Op: The Adobe Mar­ket­ing Cloud Device Co-op, intro­duced at Adobe Sum­mit US, enables brands to tran­si­tion from device-based mar­ket­ing to one cen­tered on peo­ple. As con­sumers nav­i­gate amongst var­i­ous devices in their day-to-day lives, brands will be able to iden­ti­fy peo­ple across var­i­ous touch points, deliv­er­ing high­ly per­son­al­ized and rel­e­vant expe­ri­ences while ensur­ing the high­est lev­el of pri­va­cy and trans­paren­cy.
  • Bet­ter Mobile Video Rec­om­men­da­tions: We announced data sci­ence capa­bil­i­ties with­in Adobe Prime­time and Adobe Tar­get at Adobe Sum­mit US that enable per­son­al­ized video rec­om­men­da­tions for TV Every­where. Media com­pa­nies are able to sur­face con­tent based on deep con­tex­tu­al and con­sump­tion insights, help­ing the indus­try bet­ter engage with view­ers as tele­vi­sion con­tent con­tin­ues its migra­tion across devices.

Mobile Marketing
Matt Asay

Posted on 05-12-2016

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