Adobe can now send customized messages to beacon apps

The company is hoping its customers will use analytics features to prevent messaging fatigue

Stores, sports venues and other users of Apple's iBeacons will have to walk a fine line between helping users and angering them with new in-app messaging from Adobe Systems' Marketing Cloud.

A beacon is small device that uses a Bluetooth Low Energy signal to send data to users and keep track of them. The way we shop in physical stores is going through some fundamental changes thanks to the growing popularity of mobile payments and the installation of beacons.

Together they have the potential to kill traditional checkouts, while beacons can also be used for navigation and customized offers. The challenge for especially large chains is how to use the information they can gather without alienating customers concerned about their privacy.

Adobe is helping customers gather the information and take advantage of it using the company's Mobile Services, which is part of the Marketing Cloud platform. Adobe is arguably still best known for Flash and its image and video editing tools, but the ever-expanding Marketing Cloud platform is becoming increasingly important for the company.

The growing popularity of mobile devices has had a major effect on how Marketing Cloud has evolved. On Tuesday, Adobe expanded on the iBeacon functionality it announced earlier this year with the addition of in-app messaging.

Companies can create, publish, and then analyze messages sent to iBeacon apps. Apple's iBeacons takes advantage of Bluetooth Low Energy technology to keep track of users, who have to install an app to be targeted.

"This allows us to add more intelligence. The messages can be triggered by proximity, user behavior, location data and so on," said Suresh Vittal, vice president of Digital Marketing at Adobe.

The analysis features that the in-app messaging functionality come with will play a key role in preventing what Adobe calls messaging fatigue. If a chain sends too many messages that users don't find interesting, they will eventually stop looking at them. But by being able to analyze the response to each message, companies should be able to better understand what works and what doesn't.

The large scale roll-out of beacons isn't going to happen overnight, irrespective of who they are made by. The underlying technology is very straightforward, but retailers have to come up with a business case that makes sense, which is more complicated.

However, Adobe is working with a number of different retailers, mobile carriers and financial institutions that are testing and deploying beacons. For now, the company isn't ready to name any of them but by March next year that will have changed. The timing isn't a coincidence, because that's when Adobe has its next Summit digital marketing conference.

On Tuesday, Adobe also launched a mobile app dashboard that lets companies see how all their apps are performing as well as a social app that lets them view and manage all their social activities using a mobile device.

The in-app messaging and the other new features will be available this week, Adobe said without revealing any pricing. The social app will be available as a beta on iOS and support Facebook and Twitter first.

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

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in