Adobe Streamlines Mobile Marketing And App Development

Adobe Streamlines Mobile Marketing And App Development
SHARE
THIS


What best describes you?

Adobe has unveiled enhancements to Adobe Mobile Services that include a a fully integrated mobile app framework, at the Adobe Summit, its digital marketing conference in the US.

Mobile Services is a Core Service in Adobe Marketing Cloud that dramatically simplifies the complete mobile app lifecycle — from app development and user acquisition to app analytics and user engagement. It is the most complete solution in the industry and the first of its kind designed to eliminate marketers’ dependence on an array of disjointed point solutions, instead offering an integrated approach for developing and managing apps. To complement Adobe Mobile Services, Adobe enables customers to tap into its partner ecosystem to add functionality to their apps. The company extended its group of partners today by adding six top app technology providers, who are integrating their tools into the mobile app framework.

“Adobe Digital Index data shows a new record in the use of mobile devices and yet, building a successful mobile app experience today remains a mystery for many marketers,” said Matt Asay, vice president, mobile strategy at Adobe. “They struggle to synthesize a myriad of different mobile tools that address very specific needs. With Adobe Mobile Services, we will dramatically simplify this process, making it easy for marketers to build and optimize their apps.”

The mobile app framework in Adobe Mobile Services brings together leading app technologies across Adobe Marketing Cloud including Adobe Experience Manager Apps, Adobe PhoneGap Enterprise, Adobe Analytics – Mobile Apps, and Adobe Target. The integration of app tools from partners delivers the most flexible, end-to-end workflow across the app lifecycle:

  • Development: With Adobe Experience Manager Apps and PhoneGap Enterprise, companies can create apps that run across mobile platforms using web technologies including HTML, CSS and Javascript. Mobile apps can be natively integrated with Adobe Experience Manager to ensure consistent content management across any app without having to worry about multiple app stores, fragmented operating systems and different device sizes. More importantly, Adobe Experience Manager Apps enables marketers to continuously drive engagement with their mobile apps long after launch. Once the application is released, marketing and business teams can easily update both app content and functionality and publish to devices without burdening developer resources. With the integration of Ionic’s HTML5 solution, developers can more easily design beautiful applications.
  • User Acquisition: Adobe’s partnership with Fiksu combined with Adobe Analytics gives enterprises a powerful way to acquire new mobile app users. The platform drives and tracks brand awareness through paid media, app discovery, app installations and more. Support for A/B testing in Adobe Target continues to help marketers optimize and target content more effectively by better identifying audiences based on mobile-specific criteria such as device type and operating system. The integration of Kochava’s solution allows brands to understand what media advertising efforts drive conversion and how effective their mobile ad spend is.
  • App Analytics: With Adobe Analytics-Mobile Apps, marketers gain rich insights into mobile app usage — how frequently users launch the app, what paths they take through the app, what link the user clicked on that led to the app download, and more. Apps that are instrumented with Adobe’s Mobile SDK are also able to leverage built-in capabilities to change the user experience on the fly and deliver in-app messages. By integrating Crittercism’s application performance management solution, companies will be able to go beyond basic crash reporting to understand errors and transactions in extensive detail. In addition, Adobe’s integration with appFigures’ app store analytics platform enables brands to automatically grab and visualize essential data on things like sales and download numbers, app rankings and more.
  • User Engagement: Native support for GPS and iBeacons in Adobe Analytics ensures that mobile users receive relevant content precisely at the moment that the brand engages them. The partnership with Vibes adds a comprehensive set of toolsto engage with app users and deliver contextually relevant experiences and promotions. The integration of Vibes’ mobile wallet capabilities with Adobe Campaign gives brands the unique ability to deliver personalized “passes” for Apple Passbook and Google Wallet. To engage mobile users, marketers are using digital passes to replace print versions of coupons, offers and boarding passes.

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]