Developers can now create and deliver mobile apps while marketers manage, measure and monetize the content, all from within Adobe Marketing Cloud
through the launch of new PhoneGap Enterprise
and support for Apple iBeacons which help companies create, manage and deliver mobile app experiences to their customers and prospects in real-time.
The new capabilities increase Adobe’s ability to help developers and publisher create mobile apps, manage and market content for apps across all major app stores, measure mobile marketing campaigns, and engage users of apps near Apple iBeacons.
Adobe’ new PhoneGap Enterprise offers a set of tools to help empower both marketers and developers. Developers can build apps across platforms, meet time-to-market demands, and support third party integrations. Marketers can update app content, optimize the app post launch and manage app reviews and variations without the need for app development skills.
The new PhoneGap Enterprise offers a drag and drop functionality so that marketers can change and preview app content including images, videos, interactive and text based content. Updates appear instantly across platforms including iOS and Android. Mobile apps built with PhoneGap Enterprise can be natively integrated with Adobe Experience Manager to offer content management across any app, mobile site or website. Marketers can manage content across hybrid and native apps without having to worry about multiple app stores, fragmented operating systems, and different device sizes.
Adobe Experience Manager already integrates with Adobe Digital Publishing Suite (DPS) allowing marketers and commercial publishers to create, publish and measure content-centric apps. With Adobe Mobile Services 2.0, marketers can measure which campaigns are driving mobile app downloads across the leading marketplaces including the Apple App Store and Google Play. Marketers can also measure a broad set of user behaviors after the app is downloaded including launch events, user engagement, content sharing across social, and product purchases, giving them insights into the lifetime value of users. By tracking the effectiveness of paid, owned, and earned marketing campaigns for mobile apps, companies can track ROI and fully optimize their spend.
Adobe is also now providing the ability to measure and respond to user engagement in mobile apps connected to iBeacons in sports stadiums, retail stories and other external venues. Adobe Mobile Services 2.0 allows companies to analyze and act on the users’ location near iBeacons including dwell time, entering or exiting an iBeacon area, navigation of mobile users around iBeacons and more. Marketers can also deliver local notifications based on the proximity to an iBeacon. In addition, companies are able to tie app interactions to all other app engagement data in Adobe Analytics.
With the integration of Adobe Campaign and Adobe Mobile Services 2.0, publishers can re-engage loyal customers with push notifications across mobile applications. Using the Adobe Campaign UI, companies can deliver information such as breaking news, credit balance details, flight departure details and more consistently across devices.
Additional mobile capabilities that were introduced include Adobe Target Premium, which offers A/B testing capabilities of in-app content and targeted experiences based on the users’ location and lifecycle data.
Adobe has also introduced Adobe Target Premium, a new personalization solution which leverages predictive technology to unlock e insights and take the guesswork out of marketing. Adobe Target Premium automates the targeting of relevant content, offers and cross-sell recommendations for marketers. This enables organizations to easily launch automated campaigns with just a few clicks, driving gains in engagement, conversion and revenue. Adobe Target takes full advantage of Adobe Analytics behavioral data and reporting capabilities.
All of these services are available through the Adobe Marketing Cloud which offers analytics, social, advertising, targeting, web and app experience management and cross-channel campaign management solutions as well as core services and mobile capabilities that bring together everything marketers need to know about their campaigns.
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