Adobe and Publicis Groupe Team Up: News from dmexco 2014
Having lived and worked in Germany for four years, I’ve grown to analytics deeply appreciate the innovation powerhouse the country has become over the past several decades (some even argue it now dominates the U.S. in this regard), and I always look forward to returning.
This week, as digital marketing trendsetters descend on Cologne for dmexco 2014, Adobe will be setting an innovative tone with several bits of news.
Publics Groupe Standardizes on Adobe Marketing Cloud
Deepening our offerings across the Adobe Marketing Cloud, we’ve today announced a strategic partnership to deliver the Publicis Groupe Always-On PlatformTM, the first end-to-end marketing management platform that automates and connects all components of a client’s marketing efforts. This marks the first time in the industry that a world-leading communications group has standardized on Adobe Marketing Cloud, which will enable all agencies across Publicis Groupe to create incredible content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure. This is a game-changer in the industry and for clients of Publics Groupe.
More details of the agreement can be found here.
We’re also excited to announce that Adobe Marketing Solutions from SAP are live and available today, and will be integrated with SAP HANA® and hybris Commerce Suite. Adobe Marketing Solutions from SAP and the SAP HANA platform will allow companies to engage customers in real-time on personalized experiences across marketing channels, and more importantly to analyze massive data and business processes in real-time. This partnership will make it easier for customers using SAP to get more from Adobe Marketing Cloud.
Finally, Adobe strives to release regular analyses on aggregate and anonymous data from Adobe Marketing Cloud, aimed at helping marketers make more informed planning decisions. Today marks the release of our “2014 Mobile Share: Europe—Adobe Digital Index” report analyzing mobile usage trends of European consumers.
Europeans Love Their Tablets
Interestingly, data revealed that while smartphone traffic in Europe is indeed growing, Europeans still love their tablets; in fact, the share of tablet visits to websites is higher in every European country measured than in the U.S. (figure 1). Additionally, tablet usage for visiting websites is the most popular (v. smartphones) in the Netherlands, Denmark, UK and Norway, with an average of 16% of visits coming from tablets. Tablet use is slightly less popular in Belgium, Sweden, Finland, France and Germany, with an average of 11% among these consumers.
Conversely, report data shows Swedes love their smartphones the most, with a whopping 23% of website visits coming from smartphones, almost twice the amount of visits (12%) that come from tablets.
Looking at overall mobile popularity, the UK is the most mobile European country measured, with just over 1 in every 3 website visits (36%) coming from a tablet or smartphone. As for the least mobile country, Belgium takes the lead with only 1 in 5 website visits originating from a smartphone.
For European marketers hoping to incite a more sophisticated mobile strategy, Adobe also spoke to more than 3,000 mobile consumers across the U.S., Canada, UK, France and Germany about “elite” topics such as mobile payments, augmented reality, and in-store shopping. In the last three months, Adobe found that 22% of the mobile elite used a mobile wallet, while 13% used an app with augmented reality and 36% assisting their in-store shopping with a tablet or smartphone.
We expect innovation in the mobile marketing space to rapidly increase in the coming years—with components such as iBeacons and geo-targeting among marketers becoming mainstream. What innovations are in store for you?
For those in Cologne along with us, have a great week. And check back here for more updates on dmexco, as well as other helpful insights across the digital divide.
*Report analysis based on aggregate and anonymous data across retail, media, entertainment, financial service, and travel websites. Also includes data from Adobe Marketing Cloud Solutions; website traffic trends via Adobe Analytics and mobile app usage patterns from Adobe Mobile Services. As well as” 3,000+ European websites, 800 million visits to consumer facing websites in June 2014, and more than 23 billion visits since 2012.