Social Media Day BE 2015 - What's next for 2015?

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  • 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

    Whats next in 2015? Jamie Brighton | Adobe Marketing Cloud | @jamiebrighton

  • 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

  • 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

  • 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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    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?

  • 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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    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

  • 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

  • 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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    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

  • 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Media Optimizer

    12% OCT 2013

    6% FEB 2014

  • 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

  • 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

  • 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

    Adobes 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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    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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    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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    Jamie Brighton jbrighto@adobe.com @jamiebrighton