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.
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.
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.