Adobe Unveils Mobile App Solutions

Adobe Brad RencherAdobe has unveiled a series of solutions that work within Adobe Marketing Cloud to help companies create, manage and deliver personalised mobile app experiences to their customers and prospects in real-time.

PhoneGap Enterprise is a set of app development tools that enable developers to build apps across platforms and support third party integrations. Marketers can update app content, optimise the app post launch and manage app reviews and variations without the need for app development skills.

Drag and drop functionality enables marketers to change and preview app content, including images, videos, interactive and text-based content. Updates appear instantly across platforms including iOS and Android.

Mobile apps built with PhoneGap Enterprise can be natively integrated with Adobe Experience Manager to ensure consistent content management across any app, mobile site or website. Marketers can manage content across hybrid and native apps without having to worry about multiple app stores, fragmented operating systems, and different device sizes.

Adobe Experience Manager already integrates with the Adobe Digital Publishing Suite (DPS) allowing marketers and commercial publishers to create, publish and measure content-centric apps.

Adobe has also unveiled Adobe Mobile Services 2.0, which marketers can use to measure which campaigns are driving mobile app downloads across the leading app marketplaces. Marketers can also measure a broad set of user behaviours after the app is downloaded, including launch events, user engagement, content sharing across social media, and product purchases. By tracking the effectiveness of paid, owned, and earned marketing campaigns for mobile apps, says Adobe, companies can now accurately track ROI and fully optimise their spend.

Adobe also offers support for Apple iBeacons in sports stadia, retail stores and other external venues. Adobe Mobile Services 2.0 allows companies to analyse and act on the users’ location near iBeacons, including dwell time, entering or exiting an iBeacon area, navigation of mobile users around iBeacons and more. Marketers can also deliver local notifications based on the proximity to an iBeacon. In addition, companies are able to tie app interactions to all other app engagement data in Adobe Analytics.

With the integration of Adobe Campaign and Adobe Mobile Services 2.0, marketers are now also able to re-engage loyal customers with push notifications across mobile applications. Using the Adobe Campaign UI, companies can deliver breaking news, credit balance details, flight departure details and more to devices.
Additional mobile capabilities that were introduced across other Adobe Marketing Cloud Solutions today include Adobe Target Premium, which offers A/B testing capabilities of in-app content and targeted experiences based on the users’ location and lifecycle data.

“Developers can now create and deliver mobile apps while marketers manage, measure and monetise the content, all from within Adobe Marketing Cloud,” said Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. “Adobe Marketing Cloud is the industry’s most complete, integrated solution for marketers, and today’s announcement further cements our leadership in mobile app marketing.”