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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile first, mobile only, mobile… Simplificado
Kadu Zagatti | Business Development Manager
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
É ou não é a realidade? As interações acontecem através de múltiplos dispositivos.
Móveis e fragmentadas, a experiência precisa se adaptar ao contexto da audiência
6 AM 7 AM 8 AM 5 PM 8 PM 11 PM
WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Fonte: MMA Mobile Report 2015 -
Brasil
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Fonte: MMA Mobile Report 2015 -
Brasil
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
O contexto e a experiência
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A importância do contexto e da experiência
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
não iremos apenas assistir [...] esperamos conteúdo
inteligente e personalizado [...] para mim!
queremos interagir [...] não apenas com toque, mas com
voz, com gestos, com objetivo
podemos mudar o seu negócio [...] [...] [...] e manter
você acordado a noite toda
so if you work in marketing, you better start upping your
game
A importância do contexto e da experiência
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
O que faz uma boa experiência?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
A promessa dos mobile apps
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Mobile Web Mobile Apps
10
A cena mobile
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Mobile Web Mobile Apps
11
A cena mobile
Mobile Apps: Deep Engagement &
Experience
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
85%
Acreditam que os mobile apps serão a interface “dominante” no
futuro
Source: Accenture, Growing the Digital Business: Spotlight on Mobile Apps 2015 Survey of 1,925 senior executives in
digital strategy positions
Mobile não é uma tendência, é
uma era
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• Offline & Experience (fluidity)
• Device “Real Estate”
• Device Storage
• Notifications
• Deep links
• iBeacons
• Sensors
• Camera
• Geolocation
• Touch ID
• Gyro
• Compass
• All other APIs and Sensors that Apple, Google &
Microsoft are building into their devices and OSs
Por que os apps são diferentes?
13
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Se existe um motivo para
determinada audiência
instalar o seu app, você
passa a ter acesso sem
precedentes a eles
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile App Development Platforms (MADPs)
15
Source: "The Global Tech Market Outlook For 2015 To 2016”, Forrester, January 2015
App Prototyping for UX Design
Point App Services
Mas é tão complicado...
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
$13.5B
Building
Apps10%
Source: "The Global Tech Market Outlook For 2015 To 2016”, Forrester
E ainda é caro, especialmente se a gente comparar com a
web “normal”
Maintaining
Apps9%
Building and
Maintaining
Websites
8%
2xIT spends more than of its tech budget on Apps than Websites
Vs.
And spends more than annually on contractors to
keep up with building and maintaining apps.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Até 2017, a demanda por
desenvolvimento de mobile apps vai
subir mais rápido que a
capacidade das equipes de TI nas
empresasSource:
Gartner
5x
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Há 15 anos atrás a web também era assim,
lembra como era difícil fazer e gerenciar sites?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
App em construção
19
Melhor visualizado no Safari no iPhone 6 Plus na vertical
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Top Business Problems: Consumer Facing Apps
20
Crowded App Marketplaces:
How to stand out?
Paid vs. owned media?
How to improve ranking?
Aquisição
App & Platform Complexity:
How to measure apps?
Why do users abandon?
Where do I improve?
Análise Engajament
o
Engagement Beyond Downloads:
How to improve onboarding?
How to improve conversions?
How to personalize?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Os requisitos básicos de hoje
21
Analytics
Segmentado & Personalizado
Pra ontem
Livre de erros
Tem que rodar em tudo o que é modelo
Push notifications & In-app messaging
Integrado(com tudo)
Bem avaliado nas lojas
Barato
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile-Focused Solutions
AEM Mobile
• Unlock content for mobile
• Create business critical apps
• Manage & update existing apps
• Measure and optimize apps
Analytics for Mobile Apps
Get actionable insights for
effective user acquisition &
engagement
Target for Mobile Apps
Test and personalize the app
experience based on user
insights
Audience Manager
Enhance profiles with app data
& connect users across
devices
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATION
ASSETS
COLLABORATION
EXCHANGE
MOBILE
PROFILES &
AUDIENCES
USER MANAGEMENT
& ADMINISTRATI
ON
Data & Content
PRIMETIME AUDIENCE
MANAGER