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S512 Summit Presentation Marketing to a Billion Consumers: Adobe and WeChat in China Nathan Farner and Roger Woods © 2019 Adobe. All Rights Reserved. Adobe Confidential. Roger Woods Roger Woods Head of China Strategy & Ops Director, Mobile Product & Strategy Adobe Experience Cloud Adobe Experience Cloud @ncfarner @rogerjwoods © 2019 Adobe. All Rights Reserved. Adobe Confidential. 2 Key Takeaways 1. Assess your China strategy 2. To mini-program or not to mini-program 3. Adobe can help in China © 2019 Adobe. All Rights Reserved. Adobe Confidential. 3 THE CHINA OPPORTUNITY © 2019 Adobe. All Rights Reserved. Adobe Confidential. CONSUMER WEALTH World’s largest GDP by 2030 371M urban households by 2025 100 million affluent households by 2020 Source: International Monetary Fund, BCG © 2019 Adobe. All Rights Reserved. Adobe Confidential. 6 CONSUMER WEALTH NEW 50% of consumption in china by 2020 GENERATION Spend 40% more 400 million - the population of US and CAN Source: Forbes, AliResearch © 2019 Adobe. All Rights Reserved. Adobe Confidential. 7 $100B spent on foreign brands CONSUMER WEALTH $260B spent on tourism 67% buy for quality and trustworthiness NEW FOREIGN BRAND GENERATION CONSUMPTION Source: eMarketer, World Tourism Organization, Frost & Sullivan, Deloitte © 2019 Adobe. All Rights Reserved. Adobe Confidential. 8 CONSUMER WEALTH MOBILE & ECOMMERCE 3x number of smartphone users than the US 11x number of mobile payment users than the US China represents 40% of worldwide eCommerce NEW600 million digitalFOREIGN buyers BRAND GENERATION CONSUMPTION Source: eMarketer, Statista, China National Bureau of Statistcs © 2019 Adobe. All Rights Reserved. Adobe Confidential. 9 REGULATION THE GREAT FIREWALL ECOSYSTEM © 2019 Adobe. All Rights Reserved. Adobe Confidential. 10 Chinese consumers engage with a different ecosystem TOP 20 APPS IN CHINA BY MONTHLY ACTIVE USERS (in millions) 0 200 400 600 800 1000 WeChat QQ Alipay Taobao WeChat QQ Mobile Taobao iQiyi iQiyi Tencent Video Youku Baidu Tencent Video Youku Mobile Baidu Sogou Input Weibo Sogou Weibo Myapp Baidu Maps Myapp Baidu Maps Kugou Music QQ Browser Kugou Music QQ Browser Wifi Master Key QQ Music Wifi Master Key QQ Music UC Browser Tencent News UC Browser Tencent News JD Kwai JD Kwai Source: QuestMobile, Jun 2018 © 2019 Adobe. All Rights Reserved. Adobe Confidential. 11 Mobile in China Mobile Usage Mobile Shopping Social Media 98% 84% Of all Internet users Used their mobiles phones Core purchase driver Source: China Internet Network Information Center, Nielsen, eMarketer © 2019 Adobe. All Rights Reserved. Adobe Confidential. 12 WeChat is a “Mobile Lifestyle” Text Messaging Voice Messaging Voice and Video Calling $6T Social Posting Photo Sharing In Transactions Location Sharing Social Networking Blogs and Articles News Search Everything Published on WeChat 20M Online Gaming Send Virtual Red Envelopes (Chinese Tradition) “Official Accounts” Mobile Wallet Money Transfer Credit Card Pay Utility Pay Wealth Management 1M Bank Statements Cryptocurrency Mini-programs Ride-hailing Online Shopping Food Delivery Doctor Appointments Visa Applications Driving Record Access Movie Tickets Music Digital Coupons Fitness Tracker Access Charity Donations ...and the list goes on Source: Wall Street Journal, Tencent © 2019 Adobe. All Rights Reserved. Adobe Confidential. 13 Adobe & weChat (Social) § AEM - Publish to WeChat via Experience Fragments Experience Manager § Campaign - Push notification and engagement with WeChat § via Partners (Merkle, Verticurl or BlueFocus) Campaign § Marketo - QR, Message, Menu & Report Services Marketo § via Partner (Verticurl) § Analytics- Behavioral data tracking on mini-programs Analytics § Target - Personalization on mini programs § Target Magento – Login & Pay Services § via Partner (SILK) Magento © 2019 Adobe. All Rights Reserved. Adobe Confidential. 14 1:1 Personalized Message with Adobe Campaign WeChat Connector* § WeChat Followers Acquisition § Creating new profile from QR code § Existing customer profile enrichment § Automated Landing Page and QR code generation § Single Profile to Multiple WeChat accounts mapping § Real-time Targeted Offer Management and Dynamic Menu / Content § Ability to personalize individual offers and menus from official account § Sophisticated real-time offer management criteria control § Personalized and event-driven Cross-Channel Communication § Real-time event-driven weChat message from paid, earned and owned channels outside of WeChat § Advanced segmentation and data management from multiple 1st, 2nd and 3rd party data sources § Cross-channel fatigue management * connector capabilities may differ by partners, customer advised to assess capabilities based on requirements © 2019 Adobe. All Rights Reserved. Adobe Confidential. 15 Mini-programs are the next evolution of WeChat “Mini-programs are a kind of app that doesn’t need to be downloaded or installed to be used. Users just scan or search to open the app. They use, then leave.” - Allen Zhang, Founder of WeChat © 2019 Adobe. All Rights Reserved. Adobe Confidential. 16 Adobe Experience Cloud WeChat mini-program SDK § Pass in the configuration, including analytics/visitor id service/app related settings. § Fetch mid from the visitor id service. § Send basic Analytics track action/state call. § Collect lifecycle data, including Launch/Install etc. events, and previous session length. § Storing Identity and Lifecycle related data into local storage. § Use a queue to guarantee the request are being sent in order, also to avoid occupying multiple HTTP requests quota. § Debug logging. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 17 Fast, easy implementation § In the onLaunch method of the App.js, implement AdobeSDK.init() and pass in valid configurations. § Enable debug logging if needed. § Call AdobeSDK.analytics.trackState() when switch to a new Page, and pass in the page name and any additional context data. Normally, you can implment this in the onShow method of the Page. § Call AdobeSDK.analytics.trackAction() if you want to track a certain event. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 18 Adobe Experience Cloud WeChat mini-program SDK plan § Beta release § Launch support § Target & location support § Partner extensions © 2019 Adobe. All Rights Reserved. Adobe Confidential. 19 Mobile engagement lifecycle Acquire • Acquisition tracking • Deep linking Engage • Push notifications • In-app messaging Analyze • Message automation & orchestration • In-app behavior • Lifecycle analysis • Messaging interactions Optimize • Audience profiles • A/B/N and multivariate testing • Experience targeting Location • Recommendations • Defines POI entry/exit • Provides geo-location context © 2019 Adobe. All Rights Reserved. Adobe Confidential. 20 ADOBE IN CHINA © 2019 Adobe. All Rights Reserved. Adobe Confidential. REGULATION THE GREAT FIREWALL ECOSYSTEM © 2019 Adobe. All Rights Reserved. Adobe Confidential. 22 THE STATE COUNCIL MIIT (Ministry of Industry and Information CAC (Cyberspace Administration of China) Technology) § Market Access § Cyber Sovereignty § Intellectual Property § Cyber Security § Content Censorship § Content Censorship © 2019 Adobe. All Rights Reserved. Adobe Confidential. 23 Providing Personalized Experiences in China ENRICHMENT DECISIONS CONTENT TOKYO & SINGAPORE HONG KONG WITHIN CHINA Audience Target Campaign Analytics Manager Experience Magento Chinese Manager Consumer Ad Cloud The Great Firewall Adobe Launch Marketo 24 © 2019 Adobe. All Rights Reserved. Adobe Confidential. REGULATION THE GREAT FIREWALL ECOSYSTEM Adobe Experience In-country Deployment Manager Adobe In-country Deployment Campaign Adobe Analytics In-country Regional Data Collection Adobe Audience On Wall Deployment Manager Regulation Strategy Adobe Near Wall Deployment Target Magento In-country Deployment Marketo Near Wall Deployment Adobe Ad Cloud Near Wall Deployment © 2019 Adobe. All Rights Reserved. Adobe Confidential. 25 ADOBE EXPERIENCE CLOUD CONTENT COMMERCE DATA © 2019 Adobe. All Rights Reserved. Adobe Confidential. 26 Decreased Performance = Poor Experience for Mainland consumers Consumers Data Analytics Analysts Firewall The Great ? ? ? Workspace USA CHINA © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 China Data Collection Service improves Experience Consumers Data Data Analytics Analysts Firewall ✓✓✓ The Great Workspace USA CHINA © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 Additional Performance Improvements for Analysts within China Analytics Analysts Workspace Consumers Data Data Analytics Analysts Firewall ✓✓✓ The Great Workspace USA CHINA © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 Experience Delivery Impacted by China Firewall FAST SLOW Content Consumers Campaign Experience Magento Authors Firewall Manager The Great USA CHINA (Local Brand) © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Experiences deployed within China remove latency Content Users Campaign Experience Magento Authors Firewall Manager The Great USA CHINA © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways 1. Assess your China strategy 2. To mini-program or not to mini-program 3. Adobe can help in China © 2019 Adobe. All Rights Reserved. Adobe Confidential. 32 Take the Survey for a chance to win! (Survey section of the mobile app) SESSION PRIZE one per session Starbucks $10 Card Day 3 Bose © 2019 Adobe. All Rights Reserved. Adobe Confidential. Home Speaker Nathan Farner Roger Woods [email protected] [email protected] LinkedIn: www.linkedin.com/in/nathan-farner LinkedIn: www.linkedin.com/in/rogerjwoods © 2019 Adobe. All Rights Reserved. Adobe Confidential. 34 ADOBE SUMMIT | MARCH 26–28 LAS VEGAS © 2019 Adobe. All Rights Reserved. Adobe Confidential. .
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