Delivering on Mobile Experience

At Adobe Sum­mit EMEA, over 5,000 atten­dees have come togeth­er to explore the future of dig­i­tal expe­ri­ences; a land­scape that’s becom­ing increas­ing­ly com­plex. With medi­ums like mobile and video on the rise, con­sumers are con­tin­u­ing to expand the var­i­ous touch points they have with dig­i­tal con­tent. At the same time, their expec­ta­tions are high­er than ever before. Brands are faced with hav­ing to engage con­sis­tent­ly across all these dif­fer­ent plat­forms, while fig­ur­ing out how to serve up con­tent that’s deemed relevant.

Mobile has been one of the more chal­leng­ing areas to nav­i­gate; apps con­tin­ue to flood the mar­ket (1.5 mil­lion in the iOS App Store last year, 300,000 more than the year before) but con­sumers are becom­ing much more selec­tive. And when it comes to mobile web, it’s often viewed as a neglect­ed channel.

In EMEA, only 40% of con­sumers say that brands are doing a good job of pro­vid­ing a per­son­al­ized and con­sis­tent expe­ri­ence across devices; 72% of con­sumers say that brows­ing on smart­phone is worse than on desk­top. As the mar­ket con­tin­ues to boom (smart­phone traf­fic in EMEA grew 25% in 2015), expe­ri­ence will become the pri­ma­ry dif­fer­en­tia­tor for mobile brands.

We view mobile strat­e­gy in the con­text of four phas­es: build (cre­ate beau­ti­ful apps), acquire (build an audi­ence), ana­lyze (act on the right insights) and engage (deliv­er­ing expe­ri­ences that res­onate with users). This enables brands to sup­port the cre­ative con­tent they’ve cre­at­ed for mobile with robust ana­lyt­ics on how users are react­ing. It allows for inno­va­tion through con­stant iter­a­tion, hon­ing what res­onates most with users.

We’ve announced sev­er­al new capa­bil­i­ties across Adobe Mar­ket­ing Cloud to sup­port dif­fer­ent areas of the mobile experience: