Adobe Empowers brands across SEA to become ‘Experience Businesses’
The Adobe Experience Forum 2017 which recently concluded in Kuala Lumpur, saw over 250 business leaders gathered to discuss how their organisations can transform to become Experience Businesses. At the Forum, Adobe also released new research examining average website performance versus the top 20% across Asia Pacific (APAC).
The Malaysia event was the final in a series of three Adobe Experience Forums that took place across Southeast Asia (SEA). Along with earlier events in Thailand and Singapore, over a thousand business leaders would have attended the three forums. In KL, senior executives from notable brands such as Grab, Hong Leong Bank, Maxis, Taylor’s University and Blaze Digital took the stage in a series of engaging panel discussions.
Audiences got to listen veritably “from the horses’ mouth”… as to what make these brands the successes that they are today. In addition, audiences were wowed with demos of Adobe Sensei, touted as the “magic behind the world’s best digital experiences”. Adobe Sensei is the technology that powers intelligent features across all Adobe products to dramatically improve the design and delivery of digital experiences, using artificial intelligence, machine learning and advanced algorithms in a common framework.
Meanwhile, top sponsors included Amazon Web Services, Mirum and VML.
At this forum, Adobe released new research from its annual Best of the Best Report. It found that despite falling desktop traffic across APAC, SEA businesses are still driving consumer purchases largely via desktop. V.R. Srivatsan, Managing Director of Adobe SEA, together with Scott Rigby, Head of Digital Transformation, Adobe APAC, discussed how SEA experienced the largest decrease in time spent on websites at 13%, while seeing a 40% growth in smartphone conversion rates.
Findings of the research are based on aggregated and anonymous data from 100 billion visits to 3,000+ websites across the region including India, Australia, New Zealand, Korea, Hong Kong, Japan and the United States.
This highlights an evolution in the way consumers are engaging with brands, as attention spans shorten and network connection speeds improve across the region.
The top 20% performing websites in SEA saw the biggest decrease in desktop traffic in favour of smartphone interactions, however, SEA’s ‘average’ websites saw the lowest decrease (-6%). This highlights the widening gap between the best and the average websites, with the best, or top 20%, achieving 57% more conversions on smartphones than the competition.
Despite declining desktop traffic and a corresponding increase in smartphone traffic in SEA, desktop conversion rates also grew YoY (average +21%; BoB +25%) and were still more than double the conversion rates of smartphones. This suggests that even as SEA consumers are browsing more on their smartphones, they are still purchasing via desktop.
“While consumers in SEA are still making their purchases largely on the desktop, brands should not ignore the rise of smartphones that will fast overtake desktops,” said Rigby.
“SEA’s smartphone conversions have grown incredibly over the past year, but are still falling behind all other countries measured, with significant room for improvements. Brands need to adapt quickly to this change in the way consumers are engaging on the web, to make gains for the decreased time spent and stickiness seen across almost every industry.
“Organisations that are overly dependent on desktop traffic, and not optimising on smartphones, may find themselves at risk of becoming obsolete as smartphone share of visits continues to multiply.”
Other key findings in the Adobe Best of the Best Report include:
• SEA experienced an 18% YoY increase for smartphone traffic to 37% but still falls below the APAC average of 39%
• SEA saw a 40% YoY increase in smartphone conversion rates to 0.7% but still lags the APAC average rate of 1.1%
• Smartphone repeat visit rate decreased for both the Top 20 and average performers in SEA, indicating consumers are less likely to return to a website in the same month than in 2015.
View full report here.
About Adobe Sensei Intelligent Services
Adobe Sensei is built into the company’s cloud offerings, including Adobe Creative Cloud, Adobe Marketing Cloud and Adobe Document Cloud, to automate mundane tasks, drive predictive and personalization capabilities, and boost productivity. Examples of Adobe Sensei intelligent services across Adobe’s cloud offerings include:
• Content Intelligence: Uses deep learning to search and tag images automatically and makes intelligent recommendations when a user searches for images
• Face Aware Editing: Finds faces in an image and uses “landmarks” such as eyebrows, lips and eyes to understand their position and change the facial expression without ruining the image
• Semantic Segmentation: Shows each image region labeled with its type; for example, whether it is a building or the sky. Such labelled regions allow easy selection and manipulation of objects, using simple commands (e.g., “change the sky”)
• Intelligent Audience Segmentation: Gives marketers and analysts new visibility into which segments are most important to their businesses and allows them to target overlapping or adjacent segments, making it possible to acquire customers much more efficiently
• Attribution: Algorithmically determines the impact of different marketing touch points on consumers’ decisions to engage with a brand, determines the effectiveness of different campaigns and makes optimized marketing investment recommendations
• Natural Language Processing: Provides text understanding, topic modeling and sentiment analysis of digital documents