Adobe Chugs Along With Mobile Analytics Features; Location Tops The List


Adobe’s having a good couple of months.

Following Forrester’s high ranking of Adobe’s enterprise marketing suite last month, the software company unveiled a series of mobile enhancements to the Adobe Marketing Cloud on Tuesday.

Adobe customers can now tap into in-app messaging capabilities and send personalized follow-up emails and other messages based on a consumer’s location. Back in October, Adobe rolled out support within Adobe Analytics for beacons to enable advertisers to track offline behavior and target consumers based on their in-store activity.

Location and micro-targeting are particularly tantalizing opportunities for retailers, said Jeff Allen, director of product marketing at Adobe Analytics.

“Thirty-four percent of consumers have received location-based promotions, but twice that number [70%] are actually open to receiving them,” Allen told AdExchanger, citing Adobe’s most recent Digital Index report, which also includes this stat: About 18% of marketers use beacons today, but that number is expected to double in 2015.

“One question I’ve been asking lately is around how willing consumers will be over time to let more proactive marketing vehicles into their experience with a mobile device, so I really like these stats,” Allen said.

In addition to the new in-app messaging capabilities, Adobe announced a performance-based dashboard within Adobe Experience Manager designed to track how apps perform across various platforms and operating systems, and to let users make automated bid adjustments for mobile search. A new social app will allow advertisers to manage their earned media campaigns from a tablet. Paid social is not yet included.

Although Allen isn’t ruling out the possibility of future acquisitions, he said Adobe is focused on streamlining the existing offerings in its marketing cloud, including Adobe Media Optimizer, Adobe Social, Experience Manager, Adobe Target, Adobe Analytics, and the most recent addition, Adobe Campaign, which became a part of Adobe’s cloud portfolio as the result of its July 2013 purchase of Neolane.

“We’re consolidating our core capabilities into a central place to improve customer experience and create better workflow,” Allen said. “We’re maturing the platform, not just adding more things inorganically at the top. But, of course, there is always an inorganic roadmap. There are so many things marketers are trying to accomplish, and we obviously don’t do everything. We’re looking to add things as marketers say they need them.”


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