The boom in the mobile use of apps over web browsers has shifted the playing field, creating new opportunities for businesses to engage with consumers while delivering the exact content they are seeking, said Adobe's Global Head of Digital Publishing, Nick Bogaty, during the inaugural Adobe Digital Publishing Summit on October 16, 2014 in Singapore.
Speaking to 120 marketing and media leaders attending the Summit, Bogaty said the evolution of consumer behavior over the past 12 months had been swift, opening the door to a new level of engagement with customers.
Bogaty also shared findings of the 2014 US Mobile App Report from Comscore, which revealed that 86 percent of mobile web interaction was now happening through apps, not browsers. In addition, the US digital media time spent with app usage has increased from 24 percent to 52 percent over the past year.
The increasing importance of apps has resulted in enterprises finding that they need to support multiple platforms, especially as the Bring Your Own Device trend gains momentum. To address the need for mobile applications, enterprises are looking to leverage applications across multiple platforms.
"Your audience is mobile and mobile audiences use apps, not browsers. Mobile devices are now the cornerstone of the screen ecosystem and the backbone of daily media interactions. Increasingly, digital time spent on devices is being driven by apps - not the mobile browser. But the rise in apps is also being driven by the content that businesses are creating," said Bogaty
"Marketing is impossible without great content, and brands have been delivering amazing content for years - from the Michelin Guides, to P&G radio soap operas tied to brands, to Lego Brick Kick magazines. But what has changed is the experience around the content. Content must be delivered in an engaging, highly interactive way to keep consumers and employees connected with your brand and your message," he added.
Stephen Hamill, Managing Director of Adobe Southeast Asia, said the arrival of end-to-end solutions that crossed platforms opened new horizons for businesses to connect with their audiences and understand their needs.
"At last, enterprises can understand their customers more deeply. They can now build comprehensive buying profiles that allow them to deliver more targeted and relevant experiences for their customers," said Hamill. "Organisations such as Singapore Press Holdings, DBS, ITE, and Webster University are already demonstrating how technology is coming together to enable new kinds of consumer experiences. It is an evolution that is sparking business growth and a burst of creativity like we have never seen before."
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