Some thoughts and research on digital marketing trends in social, mobile and personalization for 2015 from Adobe

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What’s next in 2015?
Jamie Brighton | Adobe Marketing Cloud | @jamiebrighton

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Looking back: What were the top priorities for organisations in 2014

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16%REVENUE FROM MOBILE
20%OF SALES INFLUENCED BY MOBILE
Industry Trends: mobile experience impacts sales

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Industry Trends: Tablet market penetration rate
56%US TABLET USERS IN 2014
796 MILLION
GLOBAL TABLET USERS BY 2016

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The Adobe Mobile Consumer Survey
§ Now in its fifth year
§ More than 3,000 global responses
from mobile users
§ Mobile insights across Media &
Entertainment, Travel Services,
Financial Services, Consumer
Products, Consumer Electronics
§ Preferences based on device type,
gender, and age.

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Who are the “Mobile Elite”?
6
Disconnecteds Dabblers Roamers Adapters Immersers Perpetuals
The Mobile Elite
http://www.forrester.com/Forrester+Introduces+The+Mobile+Mind+Shift/-/E-PRE5024

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Android or iOS?

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Industry Trends
§ Financial Services: Mobile Elite leads in
research for new investments & accounts
§ Travel: Mobile Elite leads in researching
travel options, prices and reviews
§ Media & Entertainment: Mobile Elite leads
in using Social & listening to music
§ Retail & Consumer Electronics: Mobile
Elite seek easy checkout process

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Emerging Tactics: Location Check-ins
Have you used your mobile device to “check-in” to a location
service in the last three months?

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Emerging Tactics: Mobile Advertising
During the last 3 months, have you clicked through on mobile ads
that are presented in a mobile app or mobile website?

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Mobile-assisted Shopping when In-Store: Showrooming is a problem for retailers
In North America, 58% of consumers allow apps to use GPS location to personalise the
experience
Do you access your mobile device when physically visiting a store
to assist or support your shopping?

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Mobile: Key Takeaways
Use data to understand
who your users are and
provide the best
experience possible for
their device
1
Work out the best
content and features for
engaging the mobile
elite
2
Use emerging tactics to
keep ahead of the
competition
3

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Looking back: What were the top priorities for organisations in 2014

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MORE COMPLEXITY WILL INCREASE FOCUS ON
CORE SOCIAL NETWORKS FOR BRANDS
1

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Watches
Cars
Weddings
Digital Marketing
Mobile technology
Mac shortcuts
Sports
Travel
Personal connections
Social selling
Work opportunities
Networking
Cooking & Recipes
Technology repair videos
Obscure records
SPLIT SOCIAL PERSONALITY OPPORTUNITY

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CAPTURING BRAND CONVERSATION
WILL GET MORE VISUAL
2

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MONITOR & LEVERAGE VISUAL BRAND PRESENCE

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USERS REPLACE ALGORITHMS
3

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USER CONTROLS WHEN & WHERE

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FEWER FREE LUNCHES FOR BRANDS
ON SOCIAL
4

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12%
OCT 2013
6%
FEB 2014

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Social: Key Takeaways
More complexity
will increase focus
on core social
networks for
brands
1
Capturing brand
conversation will get
more visual
2
Snapchat will be the
next frontier of social
marketing
3 4
Fewer free lunches
for brands on social

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Looking back: What were the top priorities for organisations in 2014

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Adobe’s definition of personalisation
Personalisation is the use of
data to deliver a relevant and
engaging experience to a
consumer across channels and
devices

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10%
Conversion rates
14%
Lift in RPV
Why this is important
19%
Uplift in sales
14%
Click-through rates

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Companies need to provide personalisation across the entire customer journey
Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing: Why Marketing Should Be Personal, November 2014
Only 43% personalise across the entire journey and most only approach personalisation in a single channel –
most frequently email is seen as the only truly personalised channel

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AdvocacyCross-sell/up-sellAwareness Consideration Self-identification
KnownAnonymous
Rules-based targeting
of known customers
Campaign planning &
orchestration
Cross-channel execution
Integrated known
customer profile
Profile Management Core Service
Data – Content – APIs – Core Services
Algorithmic-based
targeting & decisioning
A/B & multivariate testing
Conversion optimization
Product recommendations
Web/Mobile
Personalization
Display Advertising
Personalization
Direct
Personalization
Advertising personalization
Audience Management
13
Anonymized data

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Personalisation: Key Takeaways
Optimising the
experience for the
unknown customer
widens the funnel.
1
Orchestrating the
conversation with
known customers
creates advocates.
2
Personalisation creates
competitive advantage.
3

29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jamie Brighton
jbrighto@adobe.com
@jamiebrighton