Digital experiences starting to change how we shop
New capabilities infuse marketing into mobile, video and IoT
ADOBE Inc has announced what it described as advancements in mobile marketing and app development, the extension of marketing intelligence into product design and the Internet-of-Things (IoT), and the fusion of ad and marketing technologies.
The announcements, made at its Summit 2015 digital marketing conference in Salt Lake City, Utah, earlier this month, included two new Adobe Marketing Cloud solutions: Adobe Primetime, a multi-screen TV platform; and Audience Manager, a data management platform.
“Marketing has been driving digital transformation at the world’s largest brands, agencies and media companies,” said Brad Rencher (pic), senior vice president and general manager, Digital Marketing Business at Adobe.
“Now, marketing is moving beyond the marketing department and transforming how enterprises organise and engage with customers across every touch point.
“Enabled by a richer view of the customer, digital experiences are starting to change how we shop, open hotel room doors, interact with our cars and buy soda from vending machines,” he added.
Adobe Audience Manager and Adobe Primetime are now part of Adobe Marketing Cloud, the company said.
Audience Manager offers new capabilities to gain greater insight into customer journeys, including a new Audience Marketplace to buy and sell anonymous audience data, and cross-device identification that lets marketers take advantage of user authentications to target individuals in a household that share a single device.
Adobe Primetime, used by NBC Sports, Comcast, Turner Broadcasting, Time Warner Cable and others, now allows marketers and ad operations professionals to import first-, second- and third-party audience data into Audience Manager and execute ad campaigns targeting specific audience segments.
With cross-device frequency capping, media companies can now deliver personalised ads across platforms, and ensure that a single user with more than one device doesn’t have to watch the same ad with more than the desired number of exposures, Adobe claimed.
Marketing extends to IoT
Adobe Marketing Cloud now enables brands to extend the impact of marketing across more touch points including wearables and the Internet-of-Things (IoT) devices, the company said.
Adobe Experience Manager Screens and Adobe Target now bring personalised experiences to physical spaces like retail stores and hotel rooms, and enable marketers to optimise content across any IoT device, it added.
The new IoT SDK (software development kit) lets brands measure and analyse consumer engagement across any of those devices, and new Intelligent Location capabilities allow companies to use GPS (global positioning system) and iBeacon data to optimise their physical brand presence.
Mobile app development
Brands have been challenged with integrating multiple mobile marketing solutions, struggling to synthesise a myriad of different tools, Adobe said.
At Summit 2015, the company announced enhancements to Adobe Mobile Services in Adobe Marketing Cloud that it claimed simplifies the mobile app lifecycle – from app development and user acquisition to app analytics and user engagement.
A new mobile framework in Adobe Mobile Services brings together app technologies across Adobe Marketing Cloud to eliminate enterprises’ dependence on an array of disjointed point solutions.
To complement Adobe Mobile Services, Adobe enables brands to tap into its partner ecosystem to add functionality to their apps.
Ad tech meets marketing tech
Programmatic ad buying continues to be a challenge for today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices, Adobe said.
The company announced a solution, combining a new algorithmic engine and key advancements to Audience Core Services to unify audience targeting, buying, data and billing in one platform.
The solution integrates audience and behaviour data from a broad range of sources (including Web, mobile app and CRM or customer relationship management systems); automates the execution of paid media campaigns through Adobe Media Optimizer; and lets marketers use the same audience segments across earned and owned campaigns to deliver consistent experiences.
By integrating programmatic buying natively, Adobe said it brings the marketplace to the marketer and enables consistent consumer experiences across channels.
Adobe also announced Adobe Campaign Standard, enabling more contextual, integrated and coordinated emails as part of a real-time customer engagement strategy.
This new offering features native integration into Adobe Marketing Cloud and a new mobile-friendly user interface, allowing marketers to create and manage email campaigns across devices.
Finally, Adobe Analytics introduced several new features including Contribution Analysis to help marketers understand the reasons for anomalies in millions of data points as well as Customer Attributes, a new feature that imports data from CRM systems or any other source of online or offline enterprise data that includes a unique customer ID.
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