social media day be 2015 - what's next for 2015?
TRANSCRIPT
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What’s next in 2015? Jamie Brighton | Adobe Marketing Cloud | @jamiebrighton
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Looking back: What were the top priorities for organisations in 2014
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16% REVENUE FROM MOBILE
20% OF SALES INFLUENCED BY MOBILE
Industry Trends: mobile experience impacts sales
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Industry Trends: Tablet market penetration rate
56% US TABLET USERS IN 2014
796 MILLION GLOBAL TABLET USERS BY 2016
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Android or iOS?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Looking back: What were the top priorities for organisations in 2014
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
MORE COMPLEXITY WILL INCREASE FOCUS ON CORE SOCIAL NETWORKS FOR BRANDS 1
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
CAPTURING BRAND CONVERSATION WILL GET MORE VISUAL 2
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
MONITOR & LEVERAGE VISUAL BRAND PRESENCE
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
USERS REPLACE ALGORITHMS 3
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
USER CONTROLS WHEN & WHERE
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
FEWER FREE LUNCHES FOR BRANDS ON SOCIAL 4
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
12% OCT 2013
6% FEB 2014
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Looking back: What were the top priorities for organisations in 2014
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10% Conversion rates
14% Lift in RPV
Why this is important
19% Uplift in sales
14% Click-through rates
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advocacy Cross-sell/up-sell Awareness Consideration Self-identification
Known Anonymous
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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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jamie Brighton [email protected] @jamiebrighton