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Adobe Unveils Mobile Capabilities for Marketing Cloud

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Adobe Unveils Mobile Capabilities for Marketing Cloud

March 08, 2013
By Carolyn J Dawson
TMCnet Contributor

Adobe Systems (News - Alert) Inc. has introduced promotional capabilities via mobile for all its five offerings in the Adobe Marketing Cloud. The latest mobile competences for analytics and social app development are available to Adobe customers. It has also made available capabilities for marking data on smartphones and tablets, marketing along with administration and delivery of mobile data.

In a statement, Brad Rencher, SVP and GM, Digital Marketing Business, Adobe said, "Mobile now accounts for 25 percent of the analytics data we capture each quarter. Marketers must think 'mobile first' when developing strategies, campaigns and content. We have added new mobile marketing capabilities to every solution in Adobe Marketing Cloud, so marketers can better meet the expectations of an increasingly mobile customer base."

Strong mobile analytics capabilities are offered by Adobe Analytics, which comprise of latest, pioneering mobile app analytics reports and a novel incorporation with Distimo, offering information related to downloads, rankings and revenue. While the reports assist marketers to visualize app user acquirement, commitment, retention and performance metrics in a simplified manner, the Distimo incorporation offers a comprehensive perception of app user commitment.

The social apps developed by marketers within Adobe Social can now be viewed and operated in a correct manner on mobile devices that do not support apps.

Marketers are therefore not required to create exclusive apps for a mobile setting. Marketers required a versatile ad management offering for optimizing bids for mobile ads that are different from desktop ads. Marketers can now develop and target mobile ads from Media Optimizer across digital marketing channels. Apart from modeling and bidding mobile ads differently, marketers can monitor, account and optimize commitment metrics and conversions collected by Adobe Analytics on mobile sites.

Marketers are offered targeted content on mobile optimized websites and mobile applications by Adobe Target (News - Alert). The latest mobile targeting competences allow marketers to offer targeted content on mobile optimized websites, and also inside all smartphone applications by making use of Adobe Marketing Cloud analytics and optimization SDK.

Edited by Amanda Ciccatelli
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