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
Error: Please check your email address.
Show Comments

Blog Posts

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in