Adobe Systems Make Advertising of Mobile Apps Easy

By CIOReview | Thursday, March 27, 2014

FREMONT, CA: Adobe Systems, a provider of digital media solutions, has integrated its marketing cloud with Apple’s I Beacons, an indoor positioning system that extends location services to iOS in order to simplify the advertising process in the apps, reports Mikael Ricknas of IDG News Service.

As the usage of smartphones and tablets soars, app vendors are expected to provide more simplified apps. This is now possible with Adobe’s new PhoneGap offering called Enterprise, a cross-platform development tool for building mobile apps using HTML, CSS, and JavaScript.

“Historically mobile app development solutions have been focused on the developer. But what we are announcing is that our solution can actually be used by marketers, as well. The developer builds the app, but when it’s done the marketing department can update content on its own. This helps reduce the friction when making changes on apps that are available across multiple app stores,” said Ray Pun, strategic marketing manager for mobile, Adobe.

Apple’s iBeacons is also supported with Mobile Services 2.0, which help marketers to understand and improve their user engagement with mobile apps in a better manner. With this integration marketing cloud users are allowed to analyze and act on the users’ location when they are within the coverage of Beacons. They can see what users do with the application and measure campaigns that are allowing mobile app downloads on Google Play and Apple’s App Store.

Master marketing profile, a new feature by Adobe gives companies a single view of customers accessible from all parts of marketing cloud. Users can share, store and search digital assets including images through a central repository added to a single sign-on and a common user interface.