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Adobe beefs up marketing analytics, launches co-op for cross device mktg

It is time now for enterprises to get ready for the new wave of marketing, as Adobe focussed on the need for marketers to ‘sell experiences’ at the Digital Summit in Las Vegas. In a suite of new products launched at the Summit, ‘experiences’ was the buzzword as the company’s CEO Shantanu Narayen explained, “Life is made so much better through digital experiences and digital disruption is on everybody’s mind. Nowadays, customers demand great experiences and the companies must adapt to that in the digital world.”

The tech firm launched a revamped Adobe Marketing Cloud to drive the Experience Business and unveiled Adobe Cloud Platform enhancements, including advancements to its partner and developer program.

It also launched a tool for cross device marketing, the Adobe Marketing Cloud Device Co-op, which will help marketers track not just devices, but also people behind the devices. There was also the launch of a new Over-the-Top (OTT) offering which makes it easy for TV networks and pay-TV providers to bring more personalised TV and ad experiences directly to consumers via Apple TV, Microsoft Xbox, Roku and other connected devices. The company also introduced new data science capabilities that enable brands to predict and deliver the right experience on the web, in apps, and at the point of sale at the right moment across any device.

“Every company should be obsessed with the quality of the experiences they are delivering to their customers. Adobe is laser-focused on enabling our customers to create consistent, personalized stand-out experiences for their customers,” said Brad Rencher, executive vice president and general manager, Digital Marketing Business at Adobe.

The company highlighted the importance of people-based marketing. “The experience wave is democratic and everyone has a voice. Now it is about brands putting people first and putting more meaning onto what matters,” Mr Rencher added.

The new Cloud Platform include updates to Adobe Exchange, which hosts hundreds of apps and integrations such as Microsoft Dynamics CRM, DemandBase, Acxiom, and BrightEdge, and enable partners to extend the functionality of Adobe Marketing Cloud.

There was also the launch of Adobe.io, Adobe’s new developer portal, which enables developers to download the Adobe Marketing Cloud software development kit (SDK) and access application program interface (API) routines and protocols.

The Adobe Marketing Cloud Device Co-op will enable the brands to work together to better identify consumers as they move from one digital device to another – all while adhering to the highest standards of privacy and transparency. The Co-op will empower participating brands to deliver more personalised consumer experiences across devices and applications at massive scale.

Adobe also unveiled a series of innovations in Mobile Marketing. Deeper integration of Adobe Experience Manager Mobile with Apache Cordova helps customers build mobile-app extensions to create richer app experiences. Adobe Experience Manager Mobile simplifies the process of building and managing visually appealing enterprise apps that are as easy to use as consumer apps. Several technology partners also announced today that they are extending their support of Adobe Experience Manager to include mobile.

The Mobile Core Services now offers tools for brands to optimise the way they interact with users. Adobe’s new deep linking capability within Adobe Marketing Cloud allows brands to send content or promotional offers that will take the customer directly to the appropriate page within the app itself, if it’s installed, eliminating multiple steps and providing a better consumer experience.

Adobe also launched a series of new data science capabilities including Smart Tags, a TV Recommendation Engine, Automated Insight for Advertising, and email optimisations through Predictive Subject Lines. These capabilities further advance the use of algorithms. The new algorithms simplify the process of extracting insights from billions of data points to help marketers make better business decisions and benefit from recommendations and predictions they didn’t even know existed.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.