Last fall we met Adobe’s new team player, the app-centric inter­face. Today, its big sis­ter has arrived, Mobile Ser­vices 2.0, which con­tin­ues to advance in mobile mar­ket­ing matu­rity by solv­ing even big­ger prob­lems for mobile teams.

Can You Jus­tify Your Mobile Mar­ket­ing Budget?

How effec­tive are your mar­ket­ing cam­paigns? Among the mil­lions of apps, how do you get dis­cov­ered? Mar­keters often see app stores as the prover­bial “black hole”. You pub­lish your organization’s app into a mar­ket­place and it may get lost for­ever. “I hope some­one down­loads it,” you might think as you cross your fin­gers, but you know that the odds are not in your favor. Sort of like going to Vegas and play­ing Black­jack, you prob­a­bly won’t “win” unless you have savant syn­drome. (Think of the 80s movie Rain Main with Dustin Hoff­man and Tom Cruise.)

Fur­ther­more, if you are for­tu­nate enough to have a mobile adver­tis­ing bud­get and can spend on paid media to pro­mote your app, where does the money go? Wouldn’t you and your CMO like to know?

Get an Accu­rate App Store “Head” Count

Gone are the days of guess­ing. You don’t have to guessti­mate how many users your last mobile cam­paign acquired, you can know. Adobe Mobile Ser­vices 2.0 can help orga­ni­za­tions under­stand the effec­tive­ness of the cam­paigns that are being used to drive app down­loads for the Apple App Store and Google Play. This tech­nol­ogy mea­sures data across all three media types—paid, owned, and earned.

How does this work? Well, Mobile Ser­vices 2.0 pro­vides the fol­low­ing capa­bil­i­ties to make your life easier:

  • Cre­ate track­ing links for your apps in the Apple App Store and Google Play.
  • Embed links in paid, owned, and earned media and you can deter­mine which cam­paigns lead to an app down­load and launch event.
  • Ana­lyze cam­paigns and deter­mine the most effec­tive media with cool visualizations.
  • Opti­mize the app expe­ri­ence by lever­ag­ing data about cam­paign audi­ences and cus­tomer life­time value.

cloud screenshot

Sup­port for Apple iBeacons

It’s no secret that mar­keters are a lit­tle bit excited by the iBeacon’s accu­racy and the poten­tial to get up close and per­sonal with con­sumers with­out scar­ing them away. With the hori­zons open­ing up for greater cus­tomer con­nec­tiv­ity, how can mar­keters and orga­ni­za­tions lever­age this to our advantage?

As we all know, along with the excite­ment and the oppor­tu­nity also comes the respon­si­bil­ity and the chal­lenge of gath­er­ing, inter­pret­ing, and under­stand­ing new data pro­duced by iBea­cons. At the inter­sec­tion of busi­ness oppor­tu­nity always lies challenge.

(Source: Estimote)

(Source: Esti­mote)

Adobe is the first mobile provider to mea­sure and respond to user engage­ment in mobile apps con­nected to iBea­cons in sports sta­di­ums, retail sto­ries, and points of interests. In addi­tion, this tech­nol­ogy allows orga­ni­za­tions to ana­lyze and act on data includ­ing consumer’s “dwell time” near iBea­cons, enter­ing or exit­ing an iBea­con area, nav­i­ga­tion pat­terns around iBea­cons, and more. Mar­keters can also eas­ily deliver “local” app noti­fi­ca­tions and pro­mo­tions based on the consumer’s prox­im­ity to an iBeacon.

Some­thing for Devel­op­ers Too

In clos­ing, I don’t want you to think that this new tech­nol­ogy is for mar­keters only—it’s devel­oper friendly, too. Mobile ser­vices pro­vides a sin­gle SDK for the Adobe Mar­ket­ing Cloud that sup­ports major oper­at­ing sys­tems and reduces the com­plex­ity of inte­grat­ing mul­ti­ple SDKs for ana­lyt­ics, opti­miza­tion, and loca­tion targeting.

Of course, this doesn’t include all of its capa­bil­i­ties. To learn more, visit the Adobe Mobile ser­vices page.

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