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Adobe Marketing Cloud Goes Mobile

Stocks in this article: ADBE

Adobe Summit, The Digital Marketing Conference Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has introduced new mobile marketing capabilities to each of the five solutions in the Adobe Marketing Cloud. Adobe customers now have access to new mobile capabilities for analytics, social app development, targeting content on smartphones and tablets, advertising and mobile content management and delivery.

"Mobile now accounts for 25 percent of the analytics data we capture each quarter," said Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. "Marketers must think 'mobile first' when developing strategies, campaigns and content. We have added new mobile marketing capabilities to every solution in Adobe Marketing Cloud, so marketers can better meet the expectations of an increasingly mobile customer base."

Mobile Analytics

The huge volume of data flowing through mobile channels requires that marketers know and plan for the critical nuances that can make or break a mobile user’s experience. Adobe Analytics offers powerful mobile analytics capabilities, including:

  • New, out-of-the-box mobile app analytics reports which make it easier for marketers to visualize app user acquisition, engagement, retention and performance metrics, helping marketers better understand the behaviors of new and returning mobile users.
  • New integration with Distimo provides Adobe Analytics customers with app store data such as downloads, rankings and revenue, giving marketers a more complete understanding of app user engagement from initial download through monetization.

Mobile Social Apps

Developing a social application, such as a coupon or sweepstakes, is a popular way for marketers to reach consumers. However, some mobile versions of social platforms do not natively support apps, so they rarely show up or work well on a mobile device. Adobe Social now automatically renders the social apps created within Adobe Social to both appear and work properly when viewed on a mobile device. This means that marketers don’t have to develop a separate app for a mobile environment.

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