Adobe extends its Marketing Cloud to IoT and beyond

New features aim to help brands bring interactive experiences to retail stores, hotels and vending machines

Adobe's Marketing Cloud has offered enterprises a tool for integrated online marketing and Web analytics for several years already, but on Tuesday the company announced numerous new extensions to the technology.

Among the products unveiled at the Adobe Summit going on in Salt Lake City this week are new marketing tools designed with the Internet of Things in mind.

A feature called Adobe Experience Manager Screens, for example, aims to help brands extend interactive content including images, 3D interactive models, video and more to physical locations such as retail stores, hotels and even devices like vending machines.

A new IoT software development kit, meanwhile, lets brands measure and analyze consumer engagement across connected devices, while new Intelligent Location capabilities allow companies to tap GPS and iBeacon data to optimize their physical brand presence.

"Today, delivering an experience online isn't enough," said Melissa Webster, program vice president for content and digital media technologies with IDC. "Brands need to extend marketing to physical spaces and connect directly with customers across an ever-increasing number of touch points."

Adobe also debuted two new products as part of the Marketing Cloud: Audience Manager, which is designed to offer extended customer insight, and Adobe Primetime, which targets the management and monetization of video content online.

Also new from Adobe this week are key enhancements to Adobe Mobile Services designed to dramatically simplify the mobile app-development lifecycle.

Finally, targeting programmatic ad buying -- or the automated buying and placement of ads according to a predefined set of rules -- Adobe unveiled offerings that integrate audience and behavior data from a broad range of sources and automate delivery across marketing and ad channels.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Thank you for a great article, Matt.

Andrey

Top tips to uncovering consumer insights for business innovation

Read more

Latest Podcast

More podcasts

Sign in