With today’s multiplicity of promotions, marketers must constantly innovate new methods to deliver contextual and personalized messaging to consumers. Effective marketing is no longer ‘one-size-fits-all.’ In order to combat this emergent difficulty, organizations, such as Adobe, have turned to location-based tools to further individualize targeting.
Late last year, Adobe rolled out some updates to its Marketing Clouds suite, allowing organizations to tailor marketing messages based on an individual users proximity to iBeacons. With this service, Adobe has aided marketers to deliver highly targeted messaging within applications on a users device – thus increasing engagement and subsequently, consumption.
Notable modernized functionality of the suite includes:
- In-App Messages: Marketers can create, manage, publish, and measure “in-app” messages to engage with users that interact with apps. The new functionality in Adobe Mobile Services, a core service in Adobe Marketing Cloud, is powered by Adobe Analytics and helps companies promote new content like videos or breaking news and cross promote apps, products, and services to users that have already launched the app. Messages can be triggered by user behaviors, lifecycle metrics, or location data collected from iBeacons. Mobile Services also offer pre-built templates for message types including full-screen banners that can be linked to custom web content, alerts, and local notifications. New in-app messages complement push notifications in Adobe Mobile Services, which are delivered across home screens outside apps.
- Mobile Campaign Management: The new Digital Content Editor (DCE) in Adobe Campaign allows marketers to create responsive design emails to ensure that emails are rendered appropriately for the device on which they are opened. With DCE, marketers can edit, personalize and preview how the content will look across devices. Adobe is also expanding its iBeacon support by integrating with Adobe Campaign. Using iBeacon interactions, including promotional offers displayed, enables marketers to send personalized follow-up emails to customers based on recent store visits or customer app experiences. Marketers can also use the location data to refine audience segmentation for future campaigns.
- Mobile Search Advertising: Adobe Media Optimizer now offers multi-dimensional portfolio modeling. Marketers can use the industry’s first automated Mobile Bid Adjustments (MBAs) to place search ads across mobile devices for the lowest cost at maximum return. MBAs allow marketers to adjust bids in milliseconds based on the targeted device, audience, time-of-day and location using historical data. When calculating the optimal keyword bid, Adobe Media Optimizer takes unique parameters into account such as different conversion rates for retail ad campaigns on tablets and desktops versus smartphones. The new, multi-dimensional portfolio modeling also enables marketers to reliably forecast expected clicks, cost-per-click (CPC) and revenue for search ads by specific devices.
With the augmentation of mobile use by consumers to supplement physical purchase experiences, these upgrades allow organizations to better track and respond to competition.
The potential of these mobile marketing initiatives depends on comprehensive integration of all available consumer data, such as historical buying patterns, along with analytic tools. This is now critical, as consumer savvy and resistance to fundamental marketing messages increases by the day. The Adobe Marketing Cloud is a fairly complex beast, and not for the faint-hearted – but in order to really deliver the most effective marketing campaigns possible, this level of complexity is a non-negotiable requirement.