Adobe Introduces Data-Driven Marketing Capabilities for Mobile Devices
In an effort to further expand its marketing cloud, Adobe has made available several new data-driven marketing capabilities that incorporate geolocation to deliver highly personalized mobile experiences to consumers. Using iBeacon technology, Adobe's Intelligent Location Marketing not only drives in-app messages to customers to create an immediate engagement in real time, but also triggers follow-up engagements through other channels, such as email.
Real-time engagements are key in an industry such as retail because so many of the purchase decisions are "impulse buys," Loni Stark, director of product and industry marketing at Adobe, says. As shoppers walk the floor at a brick-and-mortar location, they may not be looking for a particular item but may instead just be browsing, so "targeting them with the right offer for a nearby item gives them that extra incentive to make a purchase," Stark explains.
But the in-app messaging functionality isn't limited to personalized offers alone. Marketers can also share content, introduce products or services, and promote related apps or tools. Customized messages are easy to create using one of the different formats available, and do not replace traditional push notifications. Rather, the "new in-app messages complement push notifications in Adobe Mobile Services, which are delivered across home screens outside the app," according to a company statement.
To augment the real-time, in-app messaging, Adobe's Intelligent Location Marketing tool can also trigger an email follow-up that includes more personalized content based on a specific customer's previous purchases and behaviors. "The personalization carries over between channels to create a more seamless customer experience and keep the interaction going," Stark says.
In addition to the Intelligent Location Marketing feature, Adobe has unveiled new testing features for Adobe Experience Manager to empower marketers with "more powerful app management tools that make testing and updating very simple," according to Stark. The Mobile App Dashboard, for example, is a visualization tool that helps marketers see how an app is performing in real time, how consumers are finding the app, and how often they're actually using it. "There are solutions out there that allow marketers to track downloads, but that information doesn't show the full picture," Stark says. "Marketers want to see how often the app is used once it's downloaded," she adds.
Rounding out a series of mobile updates, Adobe has also introduced an automated mobile ad bidding tool for Adobe Media Optimizer, which can adjust bids for display advertisements based on daily price fluctuations within seconds; a digital content editor (DCE) for Adobe Campaign that support responsive design; and a social app that now offers the same features as the desktop version of Adobe Social.
"Consumers live on mobile devices, and we're seeing that marketers have followed them onto the channel as well. But mobile presents many challenges, such as the need for real-time engagement with consumers. With our new tools," Stark explains, "we're helping marketers overcome a number of those challenges with intuitive, powerful solutions."
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