As mobile Inter­net use increases, new devices find their way into the pock­ets of con­sumers around the globe and tablets replace PC’s, everyone’s feel­ing the pres­sure to go and do mobile, sooner rather than later.

But how? App or mobile Web? Native or hybrid? iOS or Android? Respon­sive? All those options can make things seem confusing.

So let’s start from the con­sen­sus: Mobile will be massive!

But that’s about it in terms of com­mon ground. For each prod­uct, mar­ket, region, age group, and income the needs of the mobile vis­i­tor look very dif­fer­ent. But, in fact, that’s actu­ally the oppor­tu­nity for dig­i­tal and mobile marketers—there is no sin­gle truth or recipe for suc­cess. The oppor­tu­nity is to quickly make sense of your cus­tomers’ mobile needs and pri­or­i­ties and use the most flex­i­ble approach to opti­mize for success.

With the new release of Adobe Expe­ri­ence Man­ager (and CQ 5.6)—which we announced today —mar­keters get the sup­port they need to be flex­i­ble and shape spot-on mobile expe­ri­ences.

Respon­sive Design includ­ing Adap­tive Image Delivery

If coherency, re-use and con­sis­tency are key ingre­di­ents to your mobile mix, you should apply Adobe Expe­ri­ence Manager’s newly extended respon­sive design capa­bil­i­ties. With a bit more effort in the design phase, mar­keters can be sure tar­get device res­o­lu­tions and ori­en­ta­tions are sup­ported and pro­vide vis­i­tors a very con­sis­tent mobile expe­ri­ence across them. On top of the usual WYSIWYG author­ing capa­bil­i­ties, Adobe Expe­ri­ence Man­ager now fea­tures pre­view capa­bil­i­ties for respon­sive design and sup­port for adap­tive image deliv­ery. The lat­ter is a key inno­va­tion and of great impor­tance in tak­ing lim­ited mobile band­width into account and deliv­er­ing the opti­mal res­o­lu­tion image, not sim­ply scal­ing down desktop-sized images in the browser.

Adap­tive Mobile Sites

For cases where mar­keters need a very spe­cific, ded­i­cated and opti­mized expe­ri­ence for–let’s say–the very promis­ing com­merce use case on iPads, Adobe Expe­ri­ence Man­ager fea­tures device recog­ni­tion capa­bil­i­ties and sup­port for ded­i­cated expe­ri­ences specif­i­cally to the class of device of your choice. This allows WYSIWYG author­ing and pre­view where exist­ing assets and con­tent can also be reused.

Man­aged Mobile Apps

And, finally, for mobile apps, Adobe Expe­ri­ence Man­ager users can rely on our Mobile Add-on to extend the expe­ri­ence via con­tent syn­chro­nized with enabled native apps, or even build the whole expe­ri­ence using Adobe Phone­Gap. This fully inte­grates the app man­age­ment and update process into Adobe Expe­ri­ence Man­ager Mobile using the usual Web skills around HTML5, CSS3 and JS. It also avoids the has­sle of let­ting required Objective-C skills for the app devel­op­ment dic­tate a dif­fer­ent devel­op­ment approach and team.

With the new Adobe Expe­ri­ence Man­ager and our Mobile Add-on, mar­keters can con­cen­trate on their cus­tomers’ mobile pri­or­i­ties, and avoid let­ting tech­nol­ogy deci­sions lead them into dead-end sit­u­a­tions. All exist­ing cre­ative and busi­ness process inte­gra­tions, ana­lyt­ics and tar­get­ing capa­bil­i­ties also make the mobile expe­ri­ence more imme­di­ate and per­son­ally rel­e­vant to the con­text of the customer.

Gun­nar Klauberg

@Aeroid

To find out more about all the new capa­bil­i­ties in Adobe Expe­ri­ence Man­ager, join us for a live webi­nar on March 27th or April 10thSign up today to dis­cover how you can eas­ily orga­nize and man­age the deliv­ery of con­tent and cre­ative assets across all your dig­i­tal mar­ket­ing chan­nels, includ­ing web, mobile, social media, and video.