Adobe Streamlines Mobile Marketing And App Development
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.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.