Salt Lake City, US, March 10, 2015: Adobe has unveiled innovations in its Marketing Cloud at the Adobe Summit, it’s annual digital marketing conference in the US. The new solutions will enable brands to bring highly personalised experiences to physical spaces like retail stores, hotel rooms, vending machines and Internet of Things (IoT) devices.
Adobe said the new IoT SDK will allow brands to measure and analyse consumer engagement across any IoT device. 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 for the enterprise.
“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, in a written release. “Adobe Marketing Cloud helps brands use their online marketing data to create unparalleled personalization in retail, entertainment, and travel and leisure experiences.”
ADobe’s new solutions include:
Adobe Experience Manager Screens: This will 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. The seamless tie-in with Creative Cloud makes it easy for marketers to store, access and use any asset.
Intelligent Location Capabilities:This capability in Adobe Marketing Cloud shall allow companies to use GPS and iBeacon data to optimise their physical brand presence. With the visualisation of iBeacon data, brands will be able to view traffic patterns and customer engagements within retail stores, sports stadiums, airports, hotels, museums and other points of interests. Marketers can also view and measure dwell times throughout the day, consumer interactions with push notifications and in-app messages triggered by iBeacons and more. The visualisation of data shall enable them to reconfigure store layouts and optimize the display of merchandise to fully maximise ROI.
PersonaliSed Experiences Across IoT Devices/Wearables WITH NEW SOLUTIONS:
With Adobe Marketing Cloud, marketers can now reach IoT devices and wearables, said Adobe.
Adobe Target now supports digital Content testing, optimisation and personalisation 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 personalise Content in real-time. In addition, Mobile Core Services and Adobe Analytics let marketers measure and analyse customer engagement within Content and apps across IoT devices using the new IoT SDK, which is an extension of the Mobile SDK.
Image Credit: Adobe
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