Introducing New Mobile Capabilities in Adobe Campaign
by Alex Dal Canto
posted on 03-05-2019
Going home over the holidays usually means that at some point my entire family is in the kitchen cooking together. The clamor of pots and pans going on the stove is typically only drowned out by a few nostalgic bawls – “How much longer?”, “How many pounds in a kilo?”, “I forgot to buy the eggs”, or simply “dinner is ready.” It’s a well-coordinated culinary effort based on good communication that I like to imagine would make Gordon Ramsay almost smile.
Since the turn of the last decade, we’ve added new, growing presence in our kitchen — our smartphones. For us it started simply with finding/following the right recipe online, quickly developed into “Hey Siri, set the timer for eight minutes,” and today plays a central role in our culinary lives from planning, to shopping, to cooking and tracking what we eat.
Mobile devices have made a significant shift in how we interact with the world, brands, and go about our daily lives. In fact, a recent survey of over 1,000 U.S. consumers we conducted unveiled that 1 in 5 reported they could not live without a mobile phone. However, when it comes to marketing, only 19 percent of U.S. consumers reported that most or lots of the offers they receive from brands are right for them.
In today’s age of Customer Experience Management (CXM), consumers demand offers and engagement with brands that are less intrusive and better targeted to products/services that they want. To address this, we’re unveiling new mobile capabilities that help brands better engage with consumers — on the customers’ terms.
Deliver personalized experiences in the moments and places that matter
It’s critical that brands provide customers with valuable, real-time, personalized experiences to cut through the ocean of data they have at their fingertips. Using Adobe Experience Platform, brands can harness location data to trigger and tailor new experiences through Adobe Campaign’s mobile channels, including push and in-app messaging.
Adobe Experience Platform Location Service enables brands to create, manage and add attributes to geo-fences around specific locations, such as their stores (or other strategic locations) directly in the Location Service UI or through APIs. It also allows a brand’s app to monitor interactions with geofences to further refine targeting strategies by analyzing customer behavior based on physical and digital footprints in Adobe Analytics. The insights can also be used to serve up optimal offers based on a consumer’s preferred location with Adobe Target. So, for example, a grocery retailer can send a shopper a reminder to purchase an item needed for a recipe when nearby or in the store.
Guide your customer through to conversion
Consumers often download apps, but neglect to complete their profiles and finalize their preferences, thus leaving brands with incomplete information and users with impersonal, ineffective experiences. A cooking app, for example, can only do so much, when it does not know each user’s taste preferences, dietary restrictions or caloric requirements.
To better enable customers to take their apps to the next level, we’re introducing in-app messaging in Adobe Campaign. With in-app messaging brands can create highly personalized and enriching mobile experiences by presenting contextually relevant messages in response to customers’ real-time behavior. This helps generate value for app-subscribers, broader marketing initiatives, and the brand itself by driving consumers towards relevant, high-value actions. In fact, a survey we conducted last year found 71% of marketers reported in-app messages are the best way to segment and personalize app experiences (source: Adobe’s 2018 Mobile Maturity Survey).
In-app messaging encompasses all core Campaign capabilities to deliver optimal in-app experiences, including message personalization using profile attributes, cross-channel campaign orchestration via workflows and delivery scale. It can be used to amplify the customer experience, driving in-app, online, or real-world action by complementing push notifications or other channels. Brands can now proactively engage consumers with timely, personalized in-app messages that guide them through their journey, promote new features or products and ultimately incentivize conversion. For example, a brand can incentivize app subscribers to complete their profile and set their preferences. Then, educate these customers on how to get the most out of the app, driving higher engagement.
Customers seek seamless and engaging experiences, regardless of the channels they choose to engage with. This rings especially true in today’s mobile world where all marketing and advertising is being consumed on mobile devices. Customer touches can intermittently start and stop across channels, devices, and locations, but the overall customer experience must continue cohesively to keep consumers engaged and drive the greatest returns.
With five out ten mobile applications used less than 10 times overall (source) strategically leveraging digital and physical channels to support the customer journey allows brands to stay top of mind, nurture their customer relationships and build strong, meaningful identities that meet customers’ ever-shifting expectations. This enables marketers to deliver experiences that are not only standout mobile app experiences, but also strengthen brand communications on every other channel. In this vein, Adobe also recently introduced mobile innovations in Adobe Experience Manager and Adobe Target.
Brands cannot simply use mobile for mobile’s sake, but rather, they need to create mobile-optimized campaigns from the get-go to enable fast, frictionless experiences. See how you can start engaging your customers with in-app messaging and across all channels with Adobe Campaign today.
Topics: Digital Transformation