Mobile can be a Goldmine
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
S706 – Mobile can be a Goldmine: Make money by personalizing mobileRuss Lewis & Kollin Killian | Adobe Consulting
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Russ LewisConsulting Manager, Adobe
[email protected] | @russlewis84
Kollin KillianOptimization Consultant, [email protected] | @k0ll1n
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Mobile:An Unclaimed Gold Mine
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consider the last five optimization campaigns you’ve run How many were desktop How many were mobile?
Where are you digging today?
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile is an Unclaimed Goldmine
9
Dig into mobile Realize valueEnlist Mobile Miners
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Gold Map: Content Key
10
Gold Nugget: Mobile Tip or Trick
Mobile App
Mobile Web
2. Dig into Mobile
3. Realize Value
1. Enlist your Mobile Miners
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Stakeholders – Who they are and how to speak their language
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Mobile Product Manager
Optimization Manager Developer
RESPONSIBILITIES • Own or support acquisition
and attribution• Define, measure &
optimize KPIs• Increase engagement
NEEDS• Easy to use • Robust targeting• Reduced dependency on IT• Audience centric reporting
RESPONSIBILITIES • SDK installation and
upgrading• Develop and QA
campaigns
NEEDS• Easy installation and
upgrades• Clear documentation
RESPONSIBILITIES • A/B testing and
personalization• Personalize app experience• Cross channel reporting• Messaging - push and in-
app
NEEDS• Channel consistency• One interface• Single view of the user -
targeting and reporting.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Where is your mobile maturity?
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7%
16%
22%
38%
40%
41%
48%
76%
None of the above
External metrics (e.g., reduced call center costs)
Custom metrics (e.g., social shares)
Conversion rate
Revenue / leads generated
Time spent
Return usage
Number of downloads
Adobe/eConsultancy, March 2015
What metrics do you use for measuring the success of mobile applications?
Only 34% of companies have a defined mobile strategy.Adobe/
eConsultancy, March 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Maturity Curve
13
Shrink & Squeeze• Force traditional
experiences into smaller form factors
Mobile First• Create net new
mobile experiences …advent of mobile apps
Experience Transformation• Win mobile
“moments” … engage in context
Business Disruption• Think ahead
with “mobile only” mindset
Forrester Report A “The Global Mobile Revolution Is Just Beginning”
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile is an Unclaimed Goldmine
14
Dig into mobile Realize valueEnlist Mobile Miners
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Mobile:An Unclaimed Gold Mine
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
16
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What tools do you have?
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Adobe Marketing Cloud
Solutions
Core services
Places
PlatformPeople
AssetsMobile
ActivationData science
Data Content
MediaOptimizer
Social
AudienceManager
Target PrimetimeExperienceManager
Campaign
Analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Adobe Marketing Cloud: Integrated SDK and app workflowsNative or Cross Platform
Development Mobile SDK
Analytics
Target
AudienceManager
App-centric user interface
App Engagement Analytics
Optimization & A/B Testing
App Acquisition Analytics
In-App Messaging
Push Notifications
Location-aware experiences & messages
OTT Devices
NOTE: OTT SDKs currently support Analytics (with Video Heartbeats) & Audience Manager
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analyze your Acquisition
20
Cost per install (Feb 2016) Android: $1.91 iOS: $1.64
https://www.fiksu.com/resources/fiksu-indexesBe smarter with your advertising dollars – use Acquisition tracking
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Alex & Ani: Inspire engagement & commerce with lifestyle customers
Challenge: • Provide experience that customers will download and continue
to use over time• Measure and optimize user acquisition campaigns for app
downloads• Personalize content and product offers within appResults: • Mobile acquisition campaigns drove 10% increase in app
downloads and 20% of mobile app revenue• Plan to use location targeting and recommendations to
personalize in-app messages and content
“Adobe Marketing Cloud enables us to be smarter about how we serve new content, experiences, and product offers to customers across devices.”
VP of e-Commerce & DigitalAlex & Ani
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
22
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In-App Send messages when the app is open. Requires 4.2 SDK
Push messaging Send message when app is closed. Requires 4.6 SDK
Messaging
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Engage with users in real time
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
MLB: In-app messaging drives higher app store ratings & revenue
Challenge: • Below average app store ratings• Few in-app purchases by users
Results: • Increased ratings from 2.5 to 4.5 stars• Downloads are up by double digits % • Sales from In-App Purchases are up double digits %
Solution Capabilities: • “Rate my app” message to audience segment of active users
with latest devices
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
What is the right message to send? Should we highlight the %
discount or keep the offer focused on the brand name?
What is the frequency we should send a message? Should we push daily, three
times a week or once a week?
Bonus – A/B Test Messaging
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
26
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
Mobile:An Unclaimed Gold Mine
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
Mobile Maturity = Shrink & Squeeze
Where to dig?
1. Target Mobile Traffic: Promote a different creative cloud application for mobile devices, like Adobe Lightroom
Requires – Target on web
2. Mobile Traffic: Email Campaign Featured Image: Update hero and value prop
messaging to guide users to the email field Functionality: Add the ability for users to email the URL
to themselves Requires – Target on web, ESP (Adobe Campaign)Take 15 minutes next staff meeting and be your own customer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Look in Analytics to determine which views to create
http://viewportsizes.com/
Viewports
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TARGET
Create and use viewports
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Alex and Ani: Recommendations
31
7% Increase6% Increase13% Increase
6.2%In
revenue
Use 1st party data to personalize the customer journey
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
32
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
App LocationTrick: Build a list of locations and target them using latitude and longitude
Identify where you users are
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
34
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Web Location
35
Accuracy of Location Reverse IP 50% 99%HTML5 Location 100% 100%
Use HTML5 Location for accuracy on mobile web
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
Mobile Web LocationTrick: Build a list of locations and target them using latitude and longitude
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
37
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
Supports Single Page App implementations and standard web implementations
New client-side delivery library – at.js
38
• All calls are asynchronous• All calls use XML HTTP Requests (XHR)• No blocking calls• No document.write() calls in library or responses
Faster
• No immediately executing JavaScript in server responses
• Easy-to-use settings and handling of errors and timeouts
• No page reloads on timeouts
Safer
Upgrade library
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App Acquisition Tracking
In-App Messaging
Mobile Web Testing
Geofencing (App)
Geofence Lat/Long (Web)JS file Upgrade
(Web)App Personalizatio
n
Gold Mine – Start digging through your layers to find gold
39
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tips & Tricks Banner Text vs Button 60% lift in click throughs
When should we require users to to sign in? Moved sign up to beginning and didn’t see dip in
publishing rates Allowed for improved tracking and personalization
What should our sign in layout look like? Adobe login focused vs Facebook focused No real impact
Adobe Voice
40
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile is an Unclaimed Goldmine
41
Dig into mobile Realize valueEnlist Mobile Miners
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
Mobile:An Unclaimed Gold Mine
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Send a text or email to your team right now with a link to this Adobe Slate summary of action items
http://adobe.ly/1Lwh63B
Call to Action
43
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
Russ [email protected]:russelljlewis
Kollin [email protected]
LinkedIn: Kollin Killian
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45
Resources for Mobile Motivation
Use data to motivate your stakeholders today
Blogs:• https://blogs.adobe.com/digitalmarketing/mobile
/• http://untether.tv/category/podcast/twilbm/• http://mashable.com/category/mobile-marketing
/• http://marketingland.com/library/channel/
mobile-marketing• http://www.mobilemarketer.com• http://mobilemarketingwatch.com• https://www.thinkwithgoogle.com/
Twitter• @harrybr• @mjasay• @OptimiseOrDie• @bjfogg• @mobilemktrdaily• @lukew
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.