Adobe (Nasdaq: ADBE) today unveiled a series of innovations that help companies create, manage and deliver highly personalized mobile app experiences to their customers and prospects in real-time. The new capabilities build on Adobe’s market leadership in mobile and deliver against the entire spectrum of mobile marketing including developing dynamic mobile apps, managing and marketing content for apps across all major app stores, measuring mobile marketing campaigns, and engaging users of apps near Apple iBeacons. “Developers can now create and deliver mobile apps while marketers manage, measure and monetize the content, all from within Adobe Marketing Cloud,” said Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. “Adobe Marketing Cloud is the industry’s most complete, integrated solution for marketers, and today’s announcement further cements our leadership in mobile app marketing.” Adobe Marketing Cloud enables deep analysis of user engagement with mobile experiences across devices as well as powerful optimization tools for delivering location-based content in real time. Marketers can now significantly grow the return on their investment (ROI) by effectively acquiring, engaging, and retaining customers who use mobile apps and websites. Easy-to-use and integrated workflows across Adobe Marketing Cloud reduce the complexity of managing, analyzing, and optimizing experiences across app stores. The new mobile capabilities include:
- App development made easy with PhoneGap Enterprise: Adobe introduced a new offering, PhoneGap Enterprise, a robust set of tools that transform mobile app development by empowering both marketers and developers. Developers can build apps across platforms, meet aggressive time-to-market demands, and support third party integrations. Marketers can easily update app content, optimize the app post launch and manage app reviews and variations without the need for app development skills. The unique drag and drop functionality ensures that marketers can easily change and preview app content including images, videos, interactive and text based content. Updates appear instantly across platforms including iOS and Android. Mobile apps built with PhoneGap Enterprise can be natively integrated with Adobe Experience Manager to ensure consistent content management across any app, mobile site or website. Marketers can manage content across hybrid and native apps without having to worry about multiple app stores, fragmented operating systems, and different device sizes.
- Content management for Digital Publishing Suite (DPS): Adobe Experience Manager already integrates with Adobe Digital Publishing Suite (DPS) allowing marketers and commercial publishers to create, publish and measure content-centric apps.
- Measurement of mobile marketing campaigns: With Adobe Mobile Services 2.0, marketers can measure which campaigns are driving mobile app downloads across the leading marketplaces including the Apple App Store and Google Play. Marketers can also measure a broad set of user behaviors after the app is downloaded including launch events, user engagement, content sharing across social, and product purchases, giving them deep insights into the lifetime value of users. By tracking the effectiveness of paid, owned, and earned marketing campaigns for mobile apps, companies can now accurately track ROI and fully optimize their spend.
- Support for Apple iBeacons: Adobe is the first mobile provider to measure and respond to user engagement in mobile apps connected to iBeacons in sports stadiums, retail stories and other external venues. Adobe Mobile Services 2.0 allows companies to analyze and act on the users’ location near iBeacons including dwell time, entering or exiting an iBeacon area, navigation of mobile users around iBeacons and more. Marketers can also easily deliver local notifications based on the proximity to an iBeacon. In addition, companies are able to tie app interactions to all other app engagement data in Adobe Analytics.
- Re-engagement of customers across mobile apps: With the integration of Adobe Campaign and Adobe Mobile Services 2.0, marketers are now able to re-engage loyal customers with push notifications across mobile applications. Using the Adobe Campaign UI, companies can deliver breaking news, credit balance details, flight departure details and more in an instant and consistently across devices.
- PhoneGap Enterprise
- Mobile services for Adobe Marketing Cloud
- Location-based Marketing Series on CMO.com
- Adobe Experience Mobile App
- Content management for Digital Publishing Suite (DPS)