Adobe Brings Marketing Intelligence to Internet-of-Things Devices

Adobe Brings Marketing Intelligence to Internet-of-Things Devices
SHARE
THIS



At Adobe Summit, Adobe’s annual Digital Marketing conference in the U.S., Adobe unveiled major new innovations in Adobe Marketing Cloud that enable brands to bring highly personalized experiences to physical spaces like retail stores, hotel rooms, vending machines and Internet-of-Things (IoT) devices.

The new IoT SDK lets brands measure and analyze consumer engagement across any of those devices. What’s driving this is the digital transformation of the enterprise, catalyzed by the marketing department. Previously siloed, marketing data is now being used in concert with data collected by other departments like sales and customer service, creating a richer view of the customer.

“Marketing is moving beyond existing digital channels to include new physical experiences in the real world,” said Brad Rencher, senior vice president, digital marketing at Adobe. “Adobe Marketing Cloud helps brands use their online marketing data to create unparalleled personalization in retail, entertainment, and travel and leisure experiences.”

Marketing Gets Physical

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 machines, Adobe has unveiled new solutions and capabilities that are helping marketers to make the most of these new opportunities.

Adobe Experience Manager Screens

New Adobe Experience Manager Screens enables marketers to extend interactive content experiences including images, 3D interactive models, video and more to physical locations including retail stores, hotels and even devices like vending machines. A single author user interface with cross-screen support connects the content with mobile apps and brand experiences continuously across the web to ensure consistency. Support for multi-touch allows for content to move easily across life-size touch screens and mobile apps. And the seamless tie-in with Creative Cloud makes it easy for marketers to store, access and use any asset.

Intelligent Location Capabilities:

Advancements in mobile technologies give brands new opportunities to improve in-store shopping experiences and maximize ROI. New Intelligent Location capabilities in Adobe Marketing Cloud allow companies to use GPS and iBeacon data to optimize their physical brand presence. With the visualization of iBeacon data, brands are able to view traffic patterns and customer engagements within retail stores, sports stadiums, airports, hotels, museums and other points of interests. Marketers can view and measure dwell times throughout the day, consumer interactions with push notifications and in-app messages triggered by iBeacons and more. The visualization of data enables them to reconfigure store layouts and optimize the display of merchandise to fully maximize ROI.

Personalized Experiences Across IoT Devices, Wearables

With Adobe Marketing Cloud, marketers can now reach IoT devices and wearables. Adobe Target now supports digital content testing, optimization and personalization beyond web browsers and apps across any IoT device. Brands can use Adobe Target to serve content based on a customer’s personal interests across everyday touch-points like ATM machines, gas station pump screens, game consoles, car dashboard screens, appliances and more.  Adobe Target leverages predictive, yet anonymous data including CRM and third-party sources to personalize content in real-time. In addition, Mobile Core Services and Adobe Analytics let marketers measure and analyze customer engagement within content and apps across IoT devices using the new IoT SDK, which is an extension of the Mobile SDK.

 

Please login with linkedin to comment

Bastion EBA SBS

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]