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.

Mark Phibbs

*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.