Applying Digital Marketing Capability to Mobile

In this dig­i­tal age, mar­keters have made sig­nif­i­cant strides in opti­mis­ing the cus­tomer expe­ri­ence on their web­sites. Most recog­nise that pro­vid­ing an excel­lent, high-qual­i­ty dig­i­tal expe­ri­ence for the con­sumer is becom­ing increas­ing­ly impor­tant. Indeed, in our recent Dig­i­tal Road­block sur­vey, we dis­cov­ered that 51% of mar­keters view mobile as one of the most crit­i­cal mar­ket­ing vehi­cles to focus on a year from now. They also con­firmed that per­son­al­i­sa­tion will be inte­gral to their company’s mar­ket­ing mov­ing forwards.

How­ev­er, although sig­nif­i­cant advances have been made in this area, many have yet to apply the same rig­or to their mobile chan­nels as they do with tra­di­tion­al pub­lic web­sites. Ana­lyt­ics are not effec­tive­ly applied to mobile apps or mobile sites, leav­ing mar­keters in the dark about how effec­tive these can be.

Luck­i­ly, Adobe is here to help with our Mar­ket­ing Pod­casts. This pod­cast approach­es the prob­lem of how to apply dig­i­tal mar­ket­ing capa­bil­i­ty to mobile. We want mar­keters to get the most out of mobile, learn how to pro­duce a clear and suc­cess­ful mobile strat­e­gy that will in turn achieve high­er sales and rev­enue goals.

It may seem intim­i­dat­ing with mobile sites and apps being dis­joint­ed by nature and often organ­ised sep­a­rate­ly from com­pa­ny web­sites, online ser­vices and oth­er activ­i­ties. This makes it dif­fi­cult to acti­vate a tru­ly cross-chan­nel cus­tomer strat­e­gy. Despite it look­ing dif­fi­cult, we have a vari­ety of guide­lines for you to fol­low on help you on your way to mobile success.

Let’s use the exam­ple of John Lewis, a UK-based retail chain. They are cater­ing to a vari­ety of cross-chan­nel con­sumers. Using Adobe Expe­ri­ence man­ag­er, they are able to cre­ate excep­tion­al, per­son­alised expe­ri­ences in order to build stronger rela­tion­ships with their consumers.

It’s clear to see that by improv­ing the mobile expe­ri­ence for con­sumers, mar­keters can cre­ate new rev­enue streams and find new ways of dri­ving cus­tomer loy­al­ty. Mobile is part of the future of dig­i­tal and it is up to mar­keters to move along­side it if they want to con­tin­ue to find success.