Personalize Mobile App Experiences with Adobe Target
Image source: Adobe Stock / tippapatt.
by Nicolas Wu
posted on 07-18-2019
Regardless of industry, just about every company is talking about cross-channel personalization. With visits from mobile devices accounting for more than half of all online traffic since 2017, a big focus of that conversation is devoted to personalizing on mobile. Digital marketers have experienced huge success in driving increased conversions, revenue, engagement, and other success measures on their brand’s website through personalization. They’re now eager to replicate that success by applying their learnings on the website channel to the brand’s mobile apps.
Clearly, every brand now needs a strategy for mobile personalization. To successfully turn that strategic vision into reality, though, they need a solid platform, key processes, and leading technology. While personalizing on the website was fairly straightforward for marketers, that’s not at all the case for personalizing mobile apps. Personalizing mobile apps requires the company’s engineering team to play a crucial role. But this reliance on engineering to implement campaigns slows down getting those campaigns to market. It also uses valuable engineering time that might be spent performing other high-value tasks. It’s just not the best way to use everyone’s time and energy. Brands need a platform that lets digital marketers and mobile app developers collaborate to deliver personalized mobile experiences — one that lets each do what they do best, and do so more efficiently.
That’s what was in the back of our minds when Nimit Kumar and I interviewed around 50 mobile app developers and digital marketers from 20 different companies. As senior product manager for Adobe Target mobile, Nimit wanted to deeply understand what our customers needed from our mobile offerings in Adobe Target. Fortunately, those interviews provided some great feedback.
Here’s what we learned. Mobile app developers crave more detailed documentation and mobile use cases for Adobe Target. For example, they want to know when to retrieve personalized offers from Adobe Target in real time versus prefetch mode. They want to understand how to implement offer delivery in both synchronous and asynchronous modes. As they work on new mobile app capabilities, they want to know how to optimize new product features via feature rollouts in Target. To stimulate re-engagement with the app, they want to know how to retarget visitors who haven’t logged in to the app for more than a given number of days. Adobe Target, part of Adobe Experience Cloud, offers a flexible platform with the Adobe Experience Platform mobile SDKs that lets mobile developers implement these use cases and a wide variety of others.
To help our customers succeed with these use cases, we recently launched a live learning course for mobile developers. In this five-part series of virtual labs presented by Nimit, our mobile engineers, consultants, and other mobile experts, we’ll walk you through the latest documentation and sample code for the Adobe Experience Platform mobile SDKs. After the first class alone, you’ll already know how to correctly configure Adobe Target for your mobile app and launch your first mobile app personalization activity. The remaining virtual labs will take you further along your path to using the mobile SDKs, showing you how to use Adobe Target for some of your most common use cases for mobile, including geotargeting, retargeting, feature rollouts, app layout personalization, and more.
We designed this course specifically for mobile app developers. If you are a digital marketer who wants to use Adobe Target to deliver mobile personalization, we encourage you to invite your engineering team counterpart to attend this free five-part course. Once your developers have learned how to set up the mobile SDKs in your mobile app, you’ll be able to use the Visual Experience Composer for mobile apps. That’s our latest innovation for mobile that lets you easily change images, copy, color, and more directly in your app — just as you can when using the Visual Experience Composer on your website. Use it to maximize mobile app engagement by personalizing each visitor’s paywall experience based on membership status, in-app banners based on geolocation, or recommendation algorithms from our out-of-the-box algorithms.
If you’re a mobile app developer, register now and join us to experience the power of the Adobe Experience Platform mobile SDKs. While we recommend taking the course as we deliver each virtual lab live, all course materials, including documentation, sample app, and recordings will be available on Experience League afterward.
Topics: Digital Transformation, News, Personalization
Products: Experience Platform, Target