Adobe Streamlines Mobile Marketing And App Development

Adobe Streamlines Mobile Marketing And App Development
B&T Magazine
By B&T Magazine
SHARE
THIS



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

australia.com SBS

Latest News

AUSTIN, TEXAS - JUNE 18: (EDITORIAL USE ONLY) (Editors note: This image was computer generated in-game) Alice Powell of Great Britain celebrates her podium position during the W Series Esport League Round 2 at Circuit of The Americas on June 18, 2020 in Austin, United States. (Photo by Clive Rose/Getty Images)
  • Media

Getty Images Inks Deal With W Series Esports League

Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]

Closeup of a man hand holding cellphone with internet browser on screen. Man with spectacles relaxing sitting on couch while looking at mobile phone. Closeup of mature latin man using smartphone to checking email at home.
  • Technology

What’s Next For Advertising On iPhones?

Wondering what's next for advertising on iPhones? You could give Tim Cook a call or, failing him answering, read this.

Recommended

by B&T Magazine

B&T Magazine
FutureBrand Australia CEO Rich Curtis Acquires The Global Branding Company’s Australian Operations
  • Media

FutureBrand Australia CEO Rich Curtis Acquires The Global Branding Company’s Australian Operations

Rich Curtis has acquired FutureBrand’s Australian operations from Interpublic Group. The new ownership will enable the business to double-down on its commitment to the Australian market and invest locally, while still maintaining its global network via FutureBrand as an affiliate. Since opening its doors in 1999, FutureBrand has created and transformed iconic brands including Nespresso, […]

Newsreader Katrina Blowers Launches Claiming Your Confidence, The Podcast
  • Media

Newsreader Katrina Blowers Launches Claiming Your Confidence, The Podcast

Big names share their biggest confidence challenges on Claiming Your Confidence, The Podcast, hosted by Channel Seven Newsreader and author Katrina Blowers. The new show launches July 13 on iTunes and Spotify with three episodes dropping on week one:  featuring Sunrise Host Edwina Bartholemew, Comedian Merrick Watts and record-breaking Ultra Runner Jacqui Bell. Each week […]

Production house Sam I Am Steps Up Roster With Five Fresh Directors
  • Media

Production house Sam I Am Steps Up Roster With Five Fresh Directors

Full service production house Sam I Am has announced the arrival of five new commercial directors including writer-director Aimée-Lee Xu Hsien Curran (pictured), designer-turned-director Sinéad McDevitt along with directors Anita Lee, Dominic Allen and Joris Noordenbos. Writer-director Aimée-Lee Xu Hsien Curran creates work defined by rich visuals across both comedy and drama. She has directed […]

DiDi Partners With Urban List For Make It A Date Campaign
  • Campaigns

DiDi Partners With Urban List For Make It A Date Campaign

DiDi Australia has partnered with lifestyle publisher Urban List for its Make It A Date campaign, encouraging Australians to reconnect and commit to meaningful time with one another as COVID-19 restrictions lift across cities. The collaboration sees Urban List provide curated in-app destinations and venue recommendations to inspire Aussies to ‘make it a date’ and […]

Archetype Appointed By HTC, Tile And Upright Technologies
  • Media

Archetype Appointed By HTC, Tile And Upright Technologies

Strategic communications and marketing agency, Archetype, has been appointed by HTC, Tile and Upright Technologies to drive awareness and sales for each brand’s consumer technology products. The agency has put its strategic and holistic thinking first, evolving the approach to market for all three product offerings. The new additions to Archetype’s portfolio showcase the agency’s […]

Wrike Introduces New Marketing Tool
  • Technology

Wrike Introduces New Marketing Tool

Wrike unveils new marketing tool that apparently comes wrapped in excess bubble wrap for those who enjoy a good popping.

Music online concept - phablet and headphones on the wooden desk
  • Media

SCA’s Live Radio Streaming Audience Up 35% Year On Year

SCA’s live radio streaming continues to rise with 1.1million listeners recorded at the end of June 2020, up 35 per cent year on year. Catch up radio podcasts continue to be on trend with a total of 3.2 million downloads recorded at the end of June, this is a 49 per cent year on year […]

SWM Enhances Audience Intelligence With New Location Data Partner
  • Media

SWM Enhances Audience Intelligence With New Location Data Partner

Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]