Adobe is stepping deeper into mobile marketing as it unveiled today a series of refreshed services to help companies create, manage and deliver personalized app experiences to their customers in real-time — all via its single platform for marketers: Adobe Marketing Cloud.
The new offerings in Adobe Mobile Services 2.0 include:
- Adobe Experience Manager apps for marketers; PhoneGap Enterprise for developers: Developers can build apps across platforms and support third-party integrations, while marketers can update the app content across different platforms, optimize the app post-launch and manage app reviews without having app development skills.
- Measurement of mobile marketing campaigns: Marketers can now measure which campaigns are driving mobile app downloads across app stores. They can also measure a broad set of user behavior after the app is downloaded, including launch events, user engagement, content sharing across social and product purchases.
- Support for Apple iBeacon: Adobe is now letting marketers measure and respond to user engagement in mobile apps connected to Apple iBeacons. This means that companies can analyze and act on users’ locations near iBeacons, including how long they stay for, enter or exit an iBeacon area, navigation of mobile users around iBeacons and more. Marketers can also deliver notifications based on the proximity to an iBeacon.
- Re-engaging customers across mobile apps: Companies can deliver breaking news, credit balance details and more consistently across devices, as a result of the integration of Adobe Campaign and Adobe Mobile Services 2.0.
So. Much. Tech.
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Adobe has been working hard to boost its Marketing Cloud offerings in terms of mobile. Late last year, it released a Mobile Services SDK that included the ability to geo-target users, analyze customer data and monitor key performance indicators (KPIs), optimize the app’s performance, and even conduct some A/B testing.
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