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

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in