[November 18, 2014] |
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Adobe Advances Data-Driven Marketing Across Mobile Devices
SAN JOSE, Calif. --(Business Wire)--
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 (News - Alert) 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:
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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 (News - Alert), 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.
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Mobile Campaign anagement: 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.
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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.
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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 (News - Alert)) and revenue
for search ads by specific devices.
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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 (News - Alert) 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
About Adobe Systems (News - Alert) 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.
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