Adobe simplifies app advertising, integrates Marketing Cloud with iBeacons
The company hopes to give mobile marketing a push while safeguarding privacy
IDG News Service - Adobe Systems is stepping up its mobile efforts by integrating the company's Marketing Cloud with Apple's iBeacons and simplifying advertising in apps, while also partnering with SAP to help sell it using Hana.
Adobe is this week gathering 6,000 attendees for the company's Summit conference in Salt Lake City.
"This is really a big event for us at Adobe. It's that one time every year when you get customers together, all of your partners together. We are of course able to announce news, but also reinforce the community that is digital marketing, said John Mellor, vice president of business development and strategy at Adobe.
The theme this year is the big shift the marketing industry is experiencing.
"We all wish there was a play book that would tell us what to do, but there isn't," Mellor said.
"Historically mobile app development solutions have been focused on the developer. But what we are announcing is that our solution can actually be used by marketers, as well," said Ray Pun, strategic marketing manager for mobile at Adobe.
The developer builds the app, but when it's done the marketing department can update content on its own. This helps reduce the friction when making changes on apps that are available across multiple app stores, according to Pun.
Adobe has also added support for Apple's iBeacons with Mobile Services 2.0, which aims to help marketers better understand and improve user engagement with mobile apps. The integration lets Marketing Cloud users analyze and act on the users' location when they are within the coverage of a beacon.
"If users are connecting to beacons through their apps in a stadium or in a store, we can analyze the engagement. Once you know that someone is dwelling on a beacon, we can send them a targeted promotion. This is helping early adopters of beacons understand the ROI of location-based marketing tactics and drive innovation in micro location," Pun said.
As digital marketing becomes more advanced with the help of products such as iBeacons, and personalization becomes increasingly common, privacy also comes to the foreground.
"The benefit with beacons and the leveraging of Bluetooth is the need for consumers to opt-in to receiving the signal, as well as location-based data being collected and push notifications," said Pun.
With Adobe Mobile Services 2.0, marketers can also measure which campaigns are driving mobile app downloads across Apple's App Store and Google Play, and see what users do with the application.
- Simplifying Product Design In A Complex World Product design engineering has moved far beyond the confines of ever-more powerful workstations. Companies can't afford to restrict projects to using only local...
- CIOs Deliver Productivity Breakthroughs with Intelligent Digital Signage Retailers have long recognized the influence that digital signage provides over a shopper's point-of-purchase decision making process.
- 2014 Gartner Magic Quadrant Report For the 7th year in a row, Riverbed is in the "Leaders" Quadrant of the 2014 Magic Quadrant for WAN Optimization Controllers. In...
- Improving Business Value of WAN Optimization Want to achieve faster ROI with WAN optimization? Read the latest IDC report and discover how you can cut IT costs without compromising...
- Transform Your IT Service Management Watch this webinar, to learn how EasyVista can increase IT productivity & efficiency and deliver streamlined & integrated IT Service & Asset Mgmt.
- Top 4 Digital Signage Fails Join RMG Networks for a look at four of the most common reasons digital signage fails in corporate businesses. Learn about strategies to... All Applications White Papers | Webcasts