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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Getting Your Boss Excited About Mobile: Conversation Starters Ray Pun | Mobile Strategy & Marketing @RayPunSD
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
• What kind of boss do you have?
• Conversation starters for visionaries
• Conversation starters for pragmatists
2
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
What kind of boss do you have?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Logical vs. Intuitive
4
Logical: Mr. Spock
Intuitive: Captain Kirk
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visionary vs. Pragmatist
5
Visionary: Walt Disney
Pragmatist: Roy O. Disney
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Visionary & Intuitive Conversations
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
“The gap will increase between marketing leaders who re-engineer their businesses to deliver mobile moments and the majority of marketing executives”
Mobile is Driving Digital Transformation
-Forrester Predictions 2015
“$550 Million Mobile Push Will Turn Smartphones Into Hotel Room Keys”
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are becoming “Mobile First”
8 8 8 Source: Gartner, eMarketer, Adobe Digital Index
App downloads: 310 Billion by 2016
Mobile time spent: 23% of media
Mobile commerce: 29% of holiday sales
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are becoming “Mobile Only” (in some countries)
9 9 9 Source: Business Standard
75% of mobile traffic via apps
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumer Satisfaction with Mobile Experience
10
Mobile Web Apps
Extremely or Very Satisfied
Not Satisfied or Neutral
Source: Adobe Mobile Consumer Survey, 2015
47% 45%
53% 55%
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumer Priorities for Mobile Experience
11
Simplicity Personalization
Extremely or Important
Source: Adobe Mobile Consumer Survey, 2015
57% 38%
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Pragmatic & Logical Conversations
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technology Investment: One third of technology spend on mobile experiences
13 Source: Adobe Mobile Maturity Survey, 2015
Mobile apps & Mobile web
2015 Budgets will increase by 28% on average
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Plan to increase mobile team?
64%
People Investment: Mobile app teams are now mainstream
14 Source: Adobe Mobile Maturity Survey, 2015
Centralized Mobile Team
12% No
78%
Yes 16%
have 11 to 20 people
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile makes money for the business
15
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile saves money for the business & improves engagement
16
“Using Adobe Analytics and in-app messages, we can reach customers to raise their level of engagement beyond what we could achieve by other means, like paid media.”
Director of Digital, Turkcell
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Where can my boss learn more about digital & mobile?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How about a trip to Las Vegas?
18
Adobe Summit: March 20 to 24, 2016
• Executive VIP Track • Mobile Track (11 sessions)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ray Pun Mobile Strategy & Marketing
@RayPunSD