Mobile is big, but mobile is hard. Brands rushed to build apps but underestimated everything else that comes after. The question now is not whether you need a mobile presence but how you create one that delivers tangible value. It’s no longer enough to just be present; experience is the real differentiator. As brands continue the digital migration of their businesses online, mobile will be a primary touch point – one that will transform the way they operate and interact with their users.
Consumers are leading the need for change. Recent data from Adobe Digital Index shows that the average app saw new monthly installs increase only 5% (against an over 25% increase in new available apps). At the same time, 25% of consumers abandoned an app after just one session. Consumer expectation is accelerating faster than the ability for brands to address it, an issue that will continue to compound further.
As the opportunity and the challenges progress side-by-side, a solid mobile strategy will be one rooted in content and data. Adobe is the only company that can help brands take the beautiful content created in Adobe Creative Cloud, and use the capabilities of Adobe Marketing Cloud to personalize the content experience across screens, backed with data insights for precise execution. New mobile capabilities in Adobe Marketing Cloud will allow brands to further refine their digital efforts, engaging customers in ways that delight and retain them.
Mobile Experience Enhancements
Mobile Core Services in Adobe Marketing Cloud provides the tools for teams to optimize the way they interact with users. New capabilities around location-based personalization and messaging, as well as a completely new deep linking solution, will deliver better engagement that seamlessly integrates with existing campaigns:
- Location-based personalization: One of big values that come with mobile devices is the ability to produce rich, contextual data. As these devices travel with the customer, brands can engage in ways that are highly personalized and valuable for the user. Mobile teams can now act on various location data – including background location data and geo-fence entry/exit events – which can then be leveraged across solutions in the Adobe Marketing Cloud. For instance, a messaging campaign can be triggered when a shopper has entered a geo-fence that a retailer has set up, with a relevant in-store promotional offering. Or, an associate could have your information ready for more personalized service, once they know you’ve arrived. A places database will now also enable brands to pick points of interest qualitatively (a bank might choose all ATMs within a certain location), replacing the need to work through cumbersome number-based coordinates.
- Deep linking: This is a brand new capability within Adobe Marketing Cloud, allowing mobile teams to define the user experience via deep linking. For instance, if a home goods manufacturer sends a promotional offer for a crockpot, the link should take you directly to the product page within the app if it’s installed; the less steps there are, the better the user experience. New capabilities will allow mobile teams to easily construct decision trees that map out where users go on click. It’s a visual way to map out the most intuitive path from awareness to action.
- Mobile messaging: Push and in-app messaging can help brands bring users into their app and give them a reason to keep coming back. We’ve seen Redbox drive a 2x increase in physical rentals with this approach, by timing a push at the exact right time. The solutions in Adobe Marketing Cloud will now share the same messaging platform, a common connecting point ensuring that relevant content is delivered based on data insights. Tighter integration will also allow brands to send deep links via a push message based on the users location.
Learn more about Adobe and mobile marketing.
At Mobile World Congress, we also introduced Adobe Experience Manager Mobile to help brands build and manage intuitive, visually appealing mobile applications.