The mobile transformation happening with consumers and industries is currently in a second phase. The first phase was focused on presence; brands needed to put an app out and optimize for mobile Web. This happened quickly and users began migrating over.
The latest data from Adobe Digital Index shows that in the retail, travel & hospitality, media & entertainment and the automotive industry, the top 20 brands saw over 35% of traffic coming from smartphones.
Phase two will be focused on great experiences, the biggest hurdle facing brands today. The industry has gotten pretty sophisticated when it comes to desktop Web, but a lot of work is left to be done on mobile. You only have to look at the latest retention stats to see why.
The Adobe Mobile App Lifecycle is our approach to the kind of foundation that enables a solid mobile strategy. Each pillar is covered by a solution in Adobe Marketing Cloud, and we are able to comprehensively address all the needs that a marketer has today. As digital transformation continues to upend everything around us, we can help brands create beautiful content in Creative Cloud and deliver great experiences with Marketing Cloud.
At Summit, we’ve announced major updates across the Adobe Mobile App Lifecycle. Here’s a snapshot of what’s new:
Create Beautiful Apps:
- Apache Cordova Integration in Adobe Experience Manager Mobile: We unveiled a new product at Mobile World Congress that allows brands to make and manage beautiful apps, called Adobe Experience Manager Mobile. Deeper Cordova integration helps customers build mobile-app extensions to create richer app experiences. We’ve also announced that several new technology partners are extending their support of Adobe Experience Manager to include mobile.
Build An Audience:
- Capturing a TV Audience Across Screens: As consumers are adopting alternative ways to watch traditional TV across connected screens and devices (while even bypassing cable and satellite TV packages), Adobe Primetime OTT, enabled by Adobe Marketing Cloud, will extend the solution to help TV Networks and pay-TVE providers deliver more personalized TV and ad experiences directly to consumers – when and where they want to watch TV content. Integration with Adobe Marketing Cloud will enable brands to target outreach to specific audience segments and optimize to convert audiences into paying subscribers.
Act With Good Data:
- Data Science Enhancements: Advanced analytics have long been kept in the domain of data scientists, with marketers on the outside looking in. Adobe is delivering a wide array of algorithms laser-focused on marketer’s needs and helping brands drive exceptional consumer experiences. On top of over 40 existing data science capabilities across Adobe Marketing Cloud, we’ve announced several ones: Virtual Analyst will help marketers surface buried, real-time insights they may have missed; Smart Tags use image recognition technology to help teams easily search, manage, measure and optimize assets across devices.
- Introducing Adobe Certified Metrics and comScore Partnership: Consumers are increasingly comfortable with getting television content across mobile and connected devices; in some cases, they demand it. Measurement in a digital world is not on par with the standards seen in traditional television, and comScore and Adobe are joining forces to address this issue. We’ve introduced Adobe Certified Metrics as part of this, standardized digital census data built on the Adobe platform. This partnership will deliver comprehensive measurement of content and ads, allowing the industry to deliver more consistent and relevant user experiences, while better monetizing these channels.
- A single data source for faster optimization: Enhanced integration between Adobe Analytics and Adobe Target for mobile app engagement allows you to act on insights quickly. By selecting Analytics as the data source for optimization reporting, mobile marketers and mobile analysts can collaborate with confidence in the data, and dig deep for engagement opportunities. Automatically share audiences for testing and targeting activities, and set them to optimize for out-of-box mobile lifecycle metrics, custom metrics, or any Analytics success metric that matters to your app strategy.
Deliver Relevant Experiences:
- Deliver Better User Navigation with Deep Links: Introduced at Mobile World Congress, this new capability within Adobe Marketing Cloud allows mobile teams to define the right paths in the user experience. When we look at TV content across devices for instance, media companies can now land their users directly on the content itself, as opposed to a home page or otherwise. The fewer steps there are for users, the more they’ll find the experience enjoyable. Leveraging Adobe Mobile Core Services, Marketers can visually construct decision trees and easily define the right path.
- Personalization at Scale with Adobe Marketing Cloud Device Co-Op: With the various devices that consumers own, it’s difficult for brands to identify people across various touch points. The new Adobe Marketing Cloud Device Co-op is a collaborative effort amongst the world’s most reputable brands, which will help transition the industry to people-based marketing and deliver highly personalized and relevant experiences to consumers as they move from one device to another – while ensuring the highest level of privacy and transparency.
- Mobile Video Recommendation Engine: For TV Networks and pay-TV providers to capitalize on the migration of television content across devices, they need the right tools to engage audiences with great experiences. As part of our data science capabilities within Adobe Primetime and Adobe Target, media companies can now deliver personalized video recommendations based on deep contextual insights and granular video consumption insights. It goes beyond existing methods of tracking viewing history and purchases within closed environments, looking at contextual insights such as how and what video content a viewer has watched.