Mobile Markeing Whie Paper
In-he-Know abou On-he-Go:Adobe Capures Wha Mobile Users Wan
able o conens
Wha users wanKey mobile rends o wachTapping ino he mobile marke—mobile markeing bes pracicesAdobe mobile markeing soluionsCase sudy: NBC UniversalConclusion
Te mobile age has arrived and is here o say. Worldwide shipmens o mobile devices areexpeced o grow o 270 million unis in 2012 (compared wih 173.5 million unis in 2009),
andmobile adverising spending is expeced o increase o US$12.8 billion in 2011 (compared wihUS$1.7 billion in 2007)
—an increase o 758%. Despie his explosion, we’re sill in he early dayso mobile markeing. Forreser Research esimaes ha oday’s mobile markeing is analogouso websie markeing in 1999.
Many online markeers are unsure o how bes o reach, engage,and conver mobile users ino valuable and loyal cusomers. Ye hose markeers who reach ouo mobile users now, and do so eecively by providing engaging experiences, can increase sales,conversion, and marke share while opimizing heir mobile markeing spend.
Widespread adopion o mobile devices means ha markeers mus include mobile markeing in heir overallmarkeing mix. As wih any markeing channel, mobile websies and mobile applicaions (apps) mus be measured ohe same degree ha oher channels are measured, looking a key perormance indicaors and business objecives.Te Adobe mobile experience survey: Wha Users Wan rom Media, Finance, ravel & Shopping, conduced byKeynoe Services in Augus 2010, oers crucial insigh ino mobile web user behavior o help companies betercreae, measure, segmen, arge, and opimize mobile user experiences ocused on engagemen, conversion, andloyaly. Te survey idenied specic mobile user ineres levels, pas spending levels, ime spen on mobile devices,preerences, and overall saisacion levels when accessing mobile sies and apps in he ollowing aciviy areas:shopping, nance, media and enerainmen, and ravel.
Wha users wan
Adobe surveyed more han 1,200 Norh American mobile web users o learn wha hey wan mos rom heir mobilewebsie and app experiences. Paricipans shared many valuable insighs wih markeers across muliple aciviyareas. Addiionally, Adobe idenied dierences in preerence based on gender and age. In general, jus as mobileusage is greaer among younger demographics, a higher percenage o survey respondens skewed younger.
1 IDC, “Worldwide Converged Mobile Device Marke Projecions Raised 10% or he Year,” Sepember 7, 20102 Garner, “Daaques Insigh: How o Move he Mobile Adverising Marke Forward,” ole J. Har and Andrew Frank, March 3, 20083 Forreser Research, “Mobile Services: How o calculae he ROI and jusiy he budge you need,” Julie Ask, January 11, 2010