Introducing New Streamlined Mobile App Personalisation for Marketers and Developers in Adobe Target

New cus­tomer expe­ri­ence man­age­ment (CXM) solu­tion for mar­keters advances personalisation.

What’s the first thing you do when you wake up in the morn­ing? I typ­i­cal­ly reach for my phone, don’t you?

Mobile plays a huge role in our lives and there’s nev­er a short­age of moments to engage with the things we care about – our bank account, our lunch order, our email. We expect excep­tion­al per­son­alised expe­ri­ences at all times – regard­less of loca­tion, time of day, device, or app.

In fact, per­son­al­i­sa­tion has become such a pow­er­ful engage­ment tool that a sur­vey we con­duct­ed recent­ly unveiled that one-third of con­sumers are more like­ly to make an unplanned pur­chase if the con­tent they receive from a brand is per­son­alised. Need­less to say, loca­tion-based per­son­al­i­sa­tion and automa­tion can play a crit­i­cal role in build­ing brand loy­al­ty among today’s con­sumers. Adobe Tar­get direct­ly address­es this, help­ing brands con­sis­tent­ly deliv­er the right mes­sage, on the right chan­nel, at the right time, in the right con­text for their cus­tomers at every touch­point – espe­cial­ly on mobile apps.

After pair­ing your mobile app with the Visu­al Expe­ri­ence Com­pos­er (VEC), you may nav­i­gate through the mobile app to the expe­ri­ence you want to test or per­son­alise, then use the VEC to author the in-app experience.

Today, we’re tak­ing this a step fur­ther, intro­duc­ing a series of enhance­ments to Adobe Tar­get at EMEA Sum­mit. This includes a new mobile-ready work­flow and mobile app visu­al expe­ri­ence com­pos­er (VEC).

With Adobe Tar­get mar­keters can already deliv­er per­son­alised expe­ri­ences, offers, and cus­tomer ser­vice that fos­ter brand and app loy­al­ty, such as auto­mat­ed rank-ordered nav­i­ga­tion or val­ue-added offers. With the addi­tion of the new mobile VEC with a built-in three-step guid­ed work­flow, mar­keters and devel­op­ers are fur­ther empow­ered with a quick and easy-to-launch frame­work for mobile app per­son­al­i­sa­tion, sav­ing them any­where from weeks to months of launch­ing activ­i­ties in the app. This extends the mobile ben­e­fits for mar­keters in Adobe Expe­ri­ence Plat­form recent­ly announced at Adobe Summit.

“Mobile app per­son­al­i­sa­tion and opti­mi­sa­tion is a crit­i­cal part of our busi­ness,” said William Harmer, Glob­al Prod­uct Own­er and Dig­i­tal Mar­ket­ing of Voda­fone. “Target’s VEC for mobile apps will empow­er our mar­keters and opti­mi­sa­tion teams to per­son­alise cus­tomer expe­ri­ences on our apps much faster. It will now help us cre­ate a per­son­alised omni-chan­nel expe­ri­ence for our cus­tomers with­out mak­ing sig­nif­i­cant IT invest­ments. We were part of the beta pro­gramme and are very excit­ed to adopt it across our local mar­kets once it is pub­licly available.”

Oth­er key ben­e­fits of our mobile enhance­ments to Adobe Tar­get include:

• Accel­er­ate your mobile app devel­op­ment with mobile VEC. After the devel­op­ment team acti­vates mobile SDK V5, the mar­ket­ing team can quick­ly start to per­son­alise the in-app expe­ri­ence to deliv­er val­ue. The user expe­ri­ence can be per­son­alised through­out copy, text, but­tons, images, and design elements.
• Full set of per­son­al­i­sa­tion capa­bil­i­ties. Lever­age Adobe Target’s full capa­bil­i­ties with­in the app, includ­ing our Sen­sei-pow­ered machine-learn­ing activ­i­ties to fur­ther accel­er­ate the time to val­ue of your per­son­al­i­sa­tion programme.
• Loca­tion-based per­son­al­i­sa­tion. Mar­keters and devel­op­ers have the abil­i­ty to per­son­alise fea­tures, offers, or mes­sag­ing based on a person’s GPS or prox­im­i­ty to a point of inter­est or screen.
• Mea­sure impact to inform cross-chan­nel per­son­al­i­sa­tion. The inte­gra­tion with Adobe Ana­lyt­ics helps mar­keters track the full and accu­rate impact of your expe­ri­ences and uncov­er data to inform per­son­alised expe­ri­ences – ulti­mate­ly dri­ving con­ver­sions and loyalty.
• Sophis­ti­cat­ed, yet flex­i­ble sup­port for dif­fer­ent deploy­ment modes. Depend­ing on how your app is archi­tect­ed (async or sync). For instance, you can sync your app with a click and get start­ed visu­al­ly build­ing activ­i­ties with Adobe Target.
• In the future, the mobile VEC fea­ture will enable mar­keters to per­son­alise, test, and opti­mise in-app mes­sag­ing with­in the Adobe Tar­get workflow.

To take advan­tage of the new opti­mised mobile app work­flow, enhance­ments and mobile VEC capa­bil­i­ty in Adobe Tar­get, cus­tomers will need to deploy mobile SDK 5.

To learn more about per­son­al­i­sa­tion with Adobe Tar­get, includ­ing how to opti­mise these tools for bet­ter in-app per­son­al­i­sa­tion, attend our break­out ses­sion, PER6 at Adobe EMEA Sum­mit, about how Sky per­son­alis­es across devices, includ­ing web, native app, and set-top box­es for cus­tomer expe­ri­ence per­fec­tion. More infor­ma­tion about what’s new in Adobe Tar­get is here.