Dig­i­tal mar­keters are con­fronting a new chal­lenge when it comes to the cre­ation of mobile apps. They now face the same account­abil­ity issues with their mobile app con­tent and mar­ket­ing as they faced with their web­sites, microsites, and other dig­i­tal chan­nels in the recent past. Before you say “ugh,” con­sider that this will actu­ally finally improve the value and effec­tive­ness of one of the fast­ing grow­ing, most highly uti­lized, and most highly val­ued dig­i­tal chan­nels from a cus­tomer engage­ment and loy­alty perspective.

As mobile appli­ca­tion usage and pref­er­ences are effi­ciently mea­sured, tested, and opti­mized, apps will no longer be seen as some­thing quickly used and dis­carded. Many apps today are unfor­tu­nately per­ceived as gim­micks, as down­loads con­sist­ing of mere glo­ri­fied brochure-ware or tools that quickly out­live their use­ful­ness to become an annoy­ing clut­ter of screen space. When mobile app opti­miza­tion is done right, it deliv­ers on the same focused busi­ness goals and per­son­al­iza­tion ini­tia­tives as the app’s web­site coun­ter­part in terms of dri­ving greater engage­ment and rev­enue. This is pos­si­ble because every cent invested in improv­ing this very per­sonal cus­tomer engage­ment can, and will, be mapped to real return on invest­ment (ROI) within an ana­lyt­ics and opti­miza­tion tool.

Think about it: choos­ing to down­load a mobile app from your com­pany is a delib­er­ate and engaged action. It means that these users value you, and want access to your ser­vices right at their fin­ger­tips. Hav­ing cus­tomers put your app on their mobile devices is much more valu­able than a mere browse of your web­site because it enables more touch points with those cus­tomers. This is why being able to make the mobile expe­ri­ence friction-free and per­son­al­ized to the needs of the cus­tomer is so essen­tial. The func­tional choices and effi­cien­cies pro­vided by the app reflect directly on the care that your busi­ness is show­ing to the inter­ests of your cus­tomers. The app needs to be focused on its essen­tial func­tions, and how to best adapt to meet the needs of those that down­load it.

This is where Adobe’s deep invest­ment in mobile ser­vices orig­i­nated. As the first dig­i­tal mar­ket­ing cloud provider to launch a mobile-specific ana­lyt­ics and opti­miza­tion inter­face, we allowed mar­ket­ing teams to real­ize how well-developed opti­miza­tion plans around mobile plat­forms can drive ROI. With the recent release of Mobile Ser­vices 2.0 in April, we’ve upped the game by includ­ing location-based and iBea­con tech­nol­ogy tar­get­ing for even more per­son­al­ized engage­ment and cus­tomer sat­is­fac­tion on the go.

Our ver­sa­tile Mobile Soft­ware Devel­op­ment Kit (SDK) sup­ports the acces­si­bil­ity of ana­lyt­ics, test­ing, and tar­get­ing within a full spec­trum of apps across mul­ti­ple mobile plat­forms. Although other point prod­ucts and providers have begun to dip their toes into the “mobile waters,” they do not pro­vide the device sup­port or the breadth of cus­tomer data vari­ables to lever­age what Adobe Mobile Ser­vices pro­vides. Mobile Ser­vices is also built to lever­age the industry-leading capa­bil­i­ties and inte­gra­tion between Adobe Ana­lyt­ics and Adobe Tar­get.

If you haven’t taken Adobe Mobile Ser­vices for a test spin, you really should. It’s one of the most excit­ing demos I’ve seen recently, not only because of the poten­tial ben­e­fits for users, but also because of the rich vari­ety of vari­ables that ana­lyt­ics and opti­miza­tion teams have at their fin­ger­tips to deter­mine opti­mal mobile expe­ri­ences. It breaks the sta­tus quo by mov­ing far beyond mere app down­load data and into the region of behav­ioral pref­er­ences, which is where mobile opti­miza­tion needs to be to real­ize its true ROI potential.

The Mobile Ser­vices inter­face is built on top of the lead­ing ana­lyt­ics and opti­miza­tion solu­tions in the mar­ket and comes free with both Adobe Ana­lyt­ics and Adobe Tar­get (and it cre­ates some pow­er­ful func­tional effi­cien­cies when both are in play). As men­tioned in my pre­vi­ous blog post, we’ve resolved the vari­ance between these two solu­tions, so it’s even eas­ier to launch a test from a shared audi­ence seg­ment dis­cov­ered in Mobile Ana­lyt­ics, or ana­lyze test results uti­liz­ing ana­lyt­ics audi­ences and suc­cess metrics.

No longer will com­pa­nies be wast­ing mobile app con­cepts and invest­ments on mere gim­micks, or upset­ting cus­tomers with user expe­ri­ences that leave a bad brand taste in their mouths. With the new Mobile Ser­vices, apps can be opti­mized to meet the needs of their users, and the mobile team can become real dri­vers of rev­enue and ROI within the orga­ni­za­tion. They will become opti­miza­tion heroes through quick, iter­a­tive test­ing and using the power of mobile opti­miza­tion to deter­mine the right expe­ri­ence and con­tent to deliver to their mobile fans.