The Quest for Mobile Excellence

Ear­li­er this year, the Adobe and Econ­sul­tan­cy Dig­i­tal Trends 2015 report revealed that for over 6000 mar­keters world­wide mobile remains one of the top three sin­gle most excit­ing oppor­tu­ni­ties for mar­keters in 2015.

And just a cou­ple of weeks ago, CMO.com asked the third largest adver­tis­er in the world, L’Oreal, what their view was on mobile. Vin­cent Stuhlen, Head Of Dig­i­tal at L’Oreal Luxe Divi­sion answered sim­ply: “the com­pa­ny shouldn’t have a mobile strat­e­gy because every­thing should be mobile.”

Giv­en that this is clear­ly an area of great inter­est we decid­ed to fur­ther inves­ti­gate this and see what has changed com­pared to 2014 when we released the sur­vey “Find­ing the Path to Mobile Matu­ri­ty”, the pre­de­ces­sor to the sur­vey we are releas­ing today. In March 2015, we sur­veyed mar­ket­ing exec­u­tives and dig­i­tal pro­fes­sion­als and we’ve asked them what are their key mobile pri­or­i­ties, chal­lenges, and areas of invest­ment that they will con­sid­er in 2015.

The results were aston­ish­ing. We had around 3,000 dig­i­tal pro­fes­sion­als par­tic­i­pate. The sig­nif­i­cant growth in respon­dents from last year (up from 600) to this year is yet anoth­er indi­ca­tion that mobile is even fur­ther up the agen­da for senior busi­ness lead­ers. I am delight­ed to say that we are now ready to share with you this high­ly antic­i­pat­ed report “The Quest for Mobile Excellence.“

This report gives insight into:

how com­pa­nies are ris­ing to the mobile chal­lenge, how mobile invest­ment and exper­i­men­ta­tion will look like in 2015 and beyond, and to what extent are com­pa­nies plan­ning for a mobile–first focus and for cen­ters of mobile excellence.

Read­ing through this year’s report it starts with all the impor­tant insights at a glance, then allow­ing you to go in depth into the var­i­ous top­ics. The pro­gres­sion of top­ics cov­ered demon­strates that more empha­sis is being giv­en to the mobile chal­lenge by most com­pa­nies. Yet, we are still bat­tling the desk­top bias­es that still per­vade the tra­di­tion­al mar­ket­ing com­mu­ni­ty. Yes, change is dif­fi­cult but nec­es­sary. The cus­tomer demands it. In that vein, we demon­strate the con­sis­tent rise in invest­ment and exper­i­men­ta­tion, all need­ed pre­cur­sors to insti­tut­ing change. The busi­ness case is evident.

The remain­der of the sur­vey pro­vides insights into what must be done to push mobile engage­ment to the lev­el that we seen L’Oreal char­ac­ter­ize so sim­ply … every­thing should already be mobile. Mobile efforts must be mea­sured for their effects on traf­fic, lead gen­er­a­tion, con­ver­sions and ROI. Mobile apps must be devel­oped, test­ed and mea­sured that give the cus­tomer imme­di­ate and easy access to brand con­tent and ecom­merce sites.

It is clear to Adobe that own­er­ship of mobile in a mul­ti­chan­nel world isn’t an option. It’s a mat­ter of sur­vival for any brand in an ever-increas­ing com­pet­i­tive environment.

The bot­tom line for any mar­ket­ing organ­i­sa­tion is that the more you know, the bet­ter you can con­nect. This sur­vey deliv­ers action­able knowl­edge beyond your com­pre­hen­sion today. Read the sur­vey, learn, apply, and be enlightened.