Reinventing Your Organization Around Mobile First Consumers

Apr 20, 20150 likes973 views

Adobe Summit 2015: Panel conversation with MGM Resorts, REI, and Adobe execs about how Mobile is driving digital transformation.

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
#AdobeSummit

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Reinventing Your Organization Around Mobile First Consumers
Ray Pun | Strategic Marketing for Mobile @RayPunSD

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Place the mobile consumer
at the center
of your digital transformation

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Ray Pun
Strategic Marketing for Mobile, Adobe
@RayPunSD

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
John Bollen
SVP & Chief Digital Oﬃcer, MGM Resorts International
@BollenJohn

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Michelle Eten
Divisional VP of Digital Retail, REI

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
Matt Asay
VP of Mobile Strategy, Adobe
@mjasay

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
Donald Brady
Principal, Mobile & Digital Marketing, Deloitte Consulting
@donald_brady

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Agenda
1 | Mobile and digital transformation
2 | Organization
3 | Processes
4 | Marketing technology
5 | Emerging mobile trends

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1111© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
Consumers are becoming Mobile First
Source: Gartner, eMarketer, Adobe Digital Index
Appdownloads:
310Billion by2016
Mobiletimespent:
23%ofmedia
Mobilecommerce:
29%of salesonThanksgiving

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
“The gap will increase between marketing leaders who re-engineer
their businesses to deliver mobile moments and the majority of
marketing executives”
-Forrester Predictions 2015
Mobile is Driving Digital Transformation

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Organization: People, Skills, Structure
13
Mobileteam
vs.
Digitalteam
Marketer
vs.
Developer
Partners
vs.
In-houseteams

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
QR Codes
SMS
Processes: Strategy, Development, Measurement, Optimization
14
Strategy
Measurement
Optimization
Design &
Development
Mobile WebMobile Apps Marketing Tactics

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Technology: App Experiences vs. Web Experiences
15
+ +
?
Apps
Mobile web

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
Location Marketing and Beacons: New opportunities to personalize experiences
Winter Gear
Department
Cycling
Department

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Wallets: New opportunities to drive mobile commerce
17
In-Store Payment In-App Payment
17© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Wearables: New marketing opportunities with biometric data
18
Interpret your emotional state or mood:
•  Heart rate
•  Blood pressure
•  Hours of sleep

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Every Session Tuesday Wednesday Thursday
$100
Gift Card
$10
Gift Card
$100
Gift Card
SKI
Swag
Take the Survey to WIN!
(Go to “surveys” section of mobile app)

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
Q&ARay Pun
Strategic Marketing for Mobile, Adobe
@RayPunSD
John Bollen
Chief Digital Oﬃcer, MGM Resorts
@BollenJohnMatt Asay
VP of Mobile Strategy, Adobe
@mjasay
Donald Brady
Principal, Deloitte Consulting
@donald_brady
Michelle Eten
DVP of Digital Retail, REI
#AdobeSummit

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Key Takeaways
“Success in mobile
requires a platform for
iteration and
innovation”
Matt Asay
1 “Success in mobile +
digital requires
investment in API
infrastructure”
Donald Brady
“Speed to market
requires developing a
mobile strategy & key
functional roles focused
on mobile”
Michelle Eten
“Keep your mobile
content fresh”
John Bollen
2 3
4

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The document discusses mobile app lifecycles, trends, challenges, and success stories. It covers: 1) The challenges of building, maintaining, and marketing mobile apps, including fragmented development processes and increasing costs. 2) Key trends like the growth in app usage and shift to mobile across industries. Retention and engagement are ongoing challenges. 3) How companies like REI and MLB are using mobile solutions from Adobe Marketing Cloud to acquire, analyze, and engage app users through paid media, analytics, in-app messaging and more.

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Reinventing Your Organization Around Mobile First Consumers

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Reinventing Your Organization Around Mobile First Consumers Ray Pun | Strategic Marketing for Mobile @RayPunSD

3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOLUTIONS CORE SERVICES Adobe Marketing Cloud PLATFORM ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE PROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION Data & Content PRIMETIME AUDIENCE MANAGER

11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1111© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Consumers are becoming Mobile First Source: Gartner, eMarketer, Adobe Digital Index Appdownloads: 310Billion by2016 Mobiletimespent: 23%ofmedia Mobilecommerce: 29%of salesonThanksgiving

12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 “The gap will increase between marketing leaders who re-engineer their businesses to deliver mobile moments and the majority of marketing executives” -Forrester Predictions 2015 Mobile is Driving Digital Transformation

14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. QR Codes SMS Processes: Strategy, Development, Measurement, Optimization 14 Strategy Measurement Optimization Design & Development Mobile WebMobile Apps Marketing Tactics

16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 Location Marketing and Beacons: New opportunities to personalize experiences Winter Gear Department Cycling Department

17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Wallets: New opportunities to drive mobile commerce 17 In-Store Payment In-App Payment 17© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Wearables: New marketing opportunities with biometric data 18 Interpret your emotional state or mood: •  Heart rate •  Blood pressure •  Hours of sleep

19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Every Session Tuesday Wednesday Thursday $100 Gift Card $10 Gift Card $100 Gift Card SKI Swag Take the Survey to WIN! (Go to “surveys” section of mobile app)

20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Q&ARay Pun Strategic Marketing for Mobile, Adobe @RayPunSD John Bollen Chief Digital Oﬃcer, MGM Resorts @BollenJohnMatt Asay VP of Mobile Strategy, Adobe @mjasay Donald Brady Principal, Deloitte Consulting @donald_brady Michelle Eten DVP of Digital Retail, REI #AdobeSummit

21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Key Takeaways “Success in mobile requires a platform for iteration and innovation” Matt Asay 1 “Success in mobile + digital requires investment in API infrastructure” Donald Brady “Speed to market requires developing a mobile strategy & key functional roles focused on mobile” Michelle Eten “Keep your mobile content fresh” John Bollen 2 3 4

Reinventing Your Organization Around Mobile First Consumers

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Reinventing Your Organization Around Mobile First Consumers