Adobe Advances Data-Driven Marketing Across Mobile Devices
18 November 2014 - 4:01PM
Business Wire
New Intelligent Location Marketing Capabilities in Adobe
Marketing Cloud Personalize Mobile User Engagements
Adobe (Nasdaq:ADBE) today launched new data-driven marketing
capabilities in Adobe Marketing Cloud that deliver highly
personalized mobile experiences. Intelligent Location Marketing
features enable companies to engage their customers with relevant
content and messages based on a user’s proximity to iBeacons.
Marketers can deliver location based “in-app” messages to drive
real-time engagement and then follow up with email campaigns that
leverage intelligence about a customer’s past interactions in a
retail store, sports stadium and other points-of-interest.
Additional data-driven marketing innovations include real-time
mobile app testing, an intuitive dashboard that lets marketers view
all their app data on one screen and multi-dimensional portfolio
bidding to place search ads across mobile devices.
“With Intelligent Location Marketing we are delivering new,
innovative ways for marketers to engage customers and prospects
across mobile screens,” said Suresh Vittal, vice president, Digital
Marketing at Adobe. “The tight integration of our six Marketing
Cloud solutions gives Adobe the unique advantage to enable
consistent, cross-channel experiences that keep the individual
interests of customers in mind regardless of the device they are
using.”
Adobe Marketing Cloud, which was named the leader with highest
overall scores in Forrester’s recent Marketing Cloud Wave report,
is used by over two thirds of Fortune 50 companies and handles 2.5
trillion mobile transactions annually. Mobile marketing innovations
are used by major brands worldwide including A+E Networks,
Ancestry.com, Apollo Education Group, CBS Interactive, First
Energy, NBCUniversal, Starwood Hotels & Resorts Worldwide,
Wyndham Hotel Group and more. New mobile capabilities include:
- In-App Messages: Marketers can
create, manage, publish and measure “in-app” messages to engage
with users that interact with apps. New functionality in Adobe
Mobile Services, a core service in Adobe Marketing Cloud, helps
companies promote new content like videos or breaking news and
cross promote apps, products and services to users that have
launched the app. Messages can be triggered by user behaviors,
lifecycle metrics, or location data collected from iBeacons. With
Adobe Target, in-app message placement, design and frequency can
also be tested and optimized for specific audiences to further
personalize content and drive higher conversions. Mobile Services
offer pre-built templates for message types including full-screen
banners that can be linked to custom Web content, alerts and local
notifications.
- Mobile
Campaign Management: The new Digital Content Editor
(DCE) in Adobe Campaign allows marketers to create responsive
design emails to ensure emails are rendered appropriately.
Marketers can edit, personalize and preview how the content will
look across devices. Adobe is also expanding its iBeacon support
through integration with Adobe Campaign. Using iBeacon interactions
including promotional offers enables marketers to
send personalized follow-up emails to customers based on
recent store visits or other app experiences. Marketers can
also use the location data to refine audience segmentation for
future campaigns.
- Mobile App Management:
New features in Adobe Experience Manager make management and
testing of mobile apps performance easier and faster.
The new Mobile App Dashboard allows brands to keep app
content fresh and relevant and understand how the app is
performing in one intuitive view at all times. Flexible tiles
display in real time what app experiences have been updated and
how often, what path users are taking with the app, how often
they’ve launched it, and more. Developers and marketers can also
test the performance of apps during the development,
production and staging phases and deliver updates across app
versions on all major mobile platforms with the new preview
app.
- Mobile
Search Advertising: Adobe Media Optimizer now
offers multi-dimensional portfolio modeling. Marketers
can use the industry's first automated Mobile Bid Adjustments
(MBAs) to place search ads across mobile devices for the
lowest cost at maximum return. MBAs allow marketers to adjust
bids in milliseconds based on the targeted device, audience,
time-of-day and location. When calculating the optimal
keyword bid, Adobe Media Optimizer also takes unique
parameters into account such as different conversion rates for
retail ad campaigns on tablets and desktops versus
smartphones. The new, multi-dimensional portfolio modeling
enables marketers to reliably forecast expected clicks,
cost-per-click (CPC) and revenue for search ads by specific
devices.
- Adobe Social App: The new,
easy-to-use native Adobe Social App allows brands to view and
manage their social activities on-the-go. Marketers can publish,
route and approve social content in real-time, upload assets
including photos, capture and share ideas with internal teams,
suspend posts in crisis situations and leverage automated campaign
tracking to measure social impact on downstream conversions. The
app will be available as a beta on iOS for iPhone and support
social activities across Facebook and Twitter first. Additional
functionality and support for other mobile platforms will be
delivered over the coming months.
About Adobe Marketing Cloud
Now there’s a place that puts everything digital marketers need
in one spot. It’s called the Adobe Marketing Cloud. It includes a
complete set of analytics, social, advertising, targeting, Web and
app experience management and cross-channel campaign management
solutions as well as core services and mobile capabilities that
bring together everything marketers need to know about their
campaigns. So marketers can get from data to insights to action,
faster and smarter than ever.
Helpful Links
- Adobe Digital Marketing Blog
- Adobe Digital Index - Mobile App
Engagement Data
- Forrester Marketing Cloud Wave
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
Press ContactsAdobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorEdelmanKate McEwan,
206-664-7800adobedmpr@edelman.com
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