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What recent updates has Adobe made to its Marketing Cloud suite?


Aug. 18 2020, Updated 5:31 a.m. ET

Adobe includes Apple’s iBeacon in its Marketing Cloud suite

As we discussed in the earlier part of the series, Adobe (ADBE) aims to revolutionize the digital marketing space by including Apple’s (AAPL) iBeacon in its Marketing Cloud suite. By installing Apple’s iBeacon devices in their stores, brands can beam messages to the mobile phones of the customers visiting the store.

Using Adobe Analytics, marketers can thus target these in-store shoppers with customized in-app messages, based on all the combined and unified data iBeacon collects, including previous purchase history, store visits, and item preferences.

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In-app messaging

Adobe has also made a variety of other updates in its Marketing Cloud suite. Now marketers can create, manage, publish, and measure in-app messages for engagement with other users using the same apps. Thus, this trigger for in-app messaging comes not only from iBeacons, but other data as well. Brand app owners can thus promote new content like videos, breaking news, and cross promote apps, products, and services to users that have already launched the app.

Mobile app management

Mobile app management includes new features within Adobe Experience Manager to create and test mobile experiences and performance.

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Mobile search advertising

With the new updates through Adobe Media Optimizer, users can now programmatically bid for mobile ads that can be targeted according to audience, time of day, location, and device.

Mobile campaign management

This feature is comparable to Salesforce (CRM) Marketing Cloud’s Journey Builder. Adobe Campaign can send responsive-design automated emails that are triggered by data gathered from Analytics.

Adobe social app

Adobe’s social media management platform, Adobe Social, has a newly updated mobile app that allows users to control their social channels through a mobile dashboard. The new version of the app is available in a beta version on Apple iOS and it supports social activities across Facebook (FB) and Twitter (TWTR).


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