Adobe adds geolocation targeting to Marketing Cloud

The vendor also calls for companies to write simpler terms and conditions to avoid confusion

Adobe Systems has added mobile features to its Marketing Cloud, allowing companies to better target smartphones with the help of geolocation and app analytics.

Today's marketing departments must think "mobile first," according to Adobe. The reason is that users spend four times more time on their favorite apps than browsing the Web, the company said.

Adobe is looking to benefit from this trend with the launch of mobile services for its Marketing Cloud.

The new capabilities have been integrated into the Marketing Cloud's Analytics and Target tools, and users who license them get access to the mobile features at no extra charge. Next year they will be extended to Marketing Cloud's Campaign and Experience Manager tools.

Some of the key mobile features are analytics, optimization and geolocation targeting.

"Analytics is the foundation of any form of digital marketing from our perspective. Without data and insight, you can't make the right decisions," said Ray Pun, strategic marketing manager for mobile at Adobe.

The analytics allow companies to view a wide number of details on app usage, including the number of new users and how they use the apps. To personalize ads, it is also possible target mobile app users based on their GPS location and proximity to points of interest such as stores, sporting arenas or concert venues.

Anytime location is added to the mix there are privacy issues to contend with. Users must first of all opt-in to these capabilities, and companies need to say what they do and write terms and conditions that are easy to understand, according to Pun.

"Write it in a language that a normal person can understand, not an attorney ... I see many terms and conditions which are full of legalese that can't be understood," Pun said.

All the collected data can be viewed on a central dashboard.

Adobe and IBM lead digital marketing race: Report
Digital's rise into the heart of marketing: Adobe's Brad Rencher
Adobe adds cross-channel campaign management to its marketing cloud

"Many people still look at the download metric as being the measure of success, but we are saying that its more than that. You have to look at the entire application life cycle," Pun said.

The mobile services are compatible with iOS, Android, Windows Phone 8, BlackBerry 10, Windows 8 and Mac OS X as well as hybrid apps created with Adobe PhoneGap and HTML5. Hybrid apps use a mixture of native and Web-based components.

Companies can also target digital magazine, newspaper and corporate publications apps created with Adobe's Digital Publishing Suite.

Send news tips and comments to mikael_ricknas@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

The things who have mentioned are very convincing and will certainly work.

Lunna Walker

Xero evolves to fit a changing marketplace

Read more

The use of the virtual reality and the additional reality in marketing are only the first steps to the unlimited possibilities. When you ...

Viri VR

Treasury Wine Estates ramps up consumer engagement with augmented reality app portfolio

Read more

Personally, I know about using virtual reality in VR games or when watching movies. I live in Melbourne and often visit a club - https://...

Rafe Frost

3 brand new virtual reality experiences in action

Read more

Infographics are quick and easy to understand! Pictures indeed speak better than words. SEO in Mumbai

Tanushree

Image intelligence:10 must-see infographics for marketers

Read more

A lot of digital developments have definitely merely scratched the surface and have served to deliver more, though not necessarily better...

Dave Heywood

Panel: The quick wins of customer experience improvement are over

Read more

Latest Podcast

More podcasts

Sign in