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."
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
Consumers engage very differently with mobile ads than they do with
desktop ads. This requires an ad management solution powerful and
flexible enough to optimize bids for mobile ads differently than for
desktop ads. With Adobe Media Optimizer, marketers can now:
Create and target mobile ads from Media Optimizer across digital
Model and bid mobile ads differently than desktop ads.
Track, report and optimize engagement metrics and conversions captured
by Adobe Analytics on mobile sites.
With consumers increasingly on-the-go, marketers need to offer a
personalized experience based on context like device type, operating
system and geo-location. Adobe Target now lets marketers provide
targeted content on mobile optimized websites and mobile applications.
Specifically, Adobe has redesigned and combined its mobile analytics and
mobile optimization SDKs into a single SDK, making these capabilities
even easier to implement.
With new mobile targeting capabilities, marketers can:
Deliver targeted content on mobile optimized websites through standard
Deliver targeted content within iOS, Android, Windows 8, Windows Phone
8, OSX, and Blackberry mobile applications via Adobe Marketing Cloud
analytics and optimization SDK.
Execute A/B and multivariate tests to optimize mobile app experiences.
Automatically detect a visitor’s device and deliver real-time content
specific to that device.
Mobile Content Management and Delivery
The explosion of mobile devices poses a real challenge for marketers to
deliver content that works well across these devices. Adobe Experience
Manager solves for these challenges with new capabilities, such as:
During content authoring, preview exactly how content will perform on
tablets and smartphones and precisely control video and image resizing
and delivery for optimal performance across devices.
Deliver rich, interactive experiences to mobile devices on the fly
using a single set of master assets and video that automatically
adjusted to fit different devices.
Rapidly develop and deliver mobile applications through integration
with PhoneGap, Adobe’s standards-based framework for building
The new mobile analytics updates are currently in beta and are expected
to be available in Q2. All other updates to the mobile marketing
capabilities of Adobe Marketing Cloud are currently available.
About Adobe Marketing Cloud
Now there’s a place that puts everything digital marketers need in one
spot. It’s called Adobe Marketing Cloud. It includes a complete set of
analytics, social, advertising, targeting and Web experience management
solutions and a social-enabled UI that brings together everything
marketers need to know about their campaigns. So marketers can get from
data to insights to action, faster and smarter than ever. Visit www.marketing.adobe.com
to learn more.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
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