Adobe updates mobile cloud apps

Adobe has introduced a targeted way to reach shoppers in store through their cellphones.

Adobe has introduced a targeted way to reach shoppers in store through their cellphones and updated its other Marketing Cloud mobile solutions.

By installing Apple’s iBeacon devices in stores, brands can beam messages to the mobile phones of shoppers. And, using Adobe Analytics, marketers can target those in-store shoppers with customized in-app messages based on unified data collected within them. This could include previous purchase history, store visits, and item preferences.

The new feature, dubbed Intelligent Location Marketing, is unique among analytics platforms in that it allows users to craft targeted in-app messages within Analytics, rather than from a content creation tool outside the platform. Messages can also be automated, either as a response to an iBeacon trigger or scheduled throughout the day.

This is similar to Salesforce Marketing Cloud’s Journey Builder for Apps platform, except Adobe’s message-creation tool resides within its analytics platform. Adobe will also start offering more integration with its Target and Experience Manager products and has updated the following Marketing Cloud mobile solutions:

- In-app messaging
- Mobile app management
- Mobile search advertising
- Mobile campaign management
- Adobe Social app

This article originally appeared on PRWeek's sister brand The Hub.

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