A year passed by since Adobe Marketing Cloud launched its Internet of Things ( IoT) software development kit (SDK) that kick-started bringing highly personalized experiences to physical spaces like retail stores, hotel rooms, vending machines and Internet-of-Things (IoT) devices.
But what happened since then? How did Adobe’s venture to improve IoT Marketing make headway in the meantime?
Searching for new announcements this year, or taking a look at the agenda of the Adobe Summit 2016, report no news, although connecting businesses and consumers via the Internet of Things in a highly personalized way is of course still Adobe’s focus. In fact, previously siloed marketing data can be used now in accord with data collected by other departments, creating that way a richer view of the customer.
“Digital marketing as a practice continues to evolve rapidly, as do the expectations and needs of leading brands to effectively reach customers,” said Melissa Webster, program vice president, Content and Digital Media Technologies, IDC. “Today, delivering an experience online isn’t enough. Brands need to extend marketing to physical spaces and connect directly with customers across an ever-increasing number of touch points. And they need a vendor that can lead this evolution and define the future of marketing."
The more marketing is moving beyond existing digital channels, including new physical experiences in the real world, the more Adobe is encouraged to help brands use their online marketing data to create unparalleled personalization in retail, entertainment, and travel and leisure experiences.
Digital content testing, optimization and personalization beyond web browsers and apps across any IoT device gets supported by Adobe Target, which brands can use to serve content based on a customer’s personal interests across everyday touch-points like ATM machines, gas station pump screens, game consoles, car dashboard screens, appliances and more. Adobe Target leverages predictive, yet anonymous data including CRM and third-party sources to personalize content in real-time. In addition, Mobile Core Services and Adobe Analytics let marketers measure and analyze customer engagement within content and apps across IoT devices using the IoT SDK, which is an extension of the Mobile SDK.
Adobe offers solutions and capabilities that are helping marketers to make the most of new digital experiences, such as interacting with our cars or buying soda from machines. In addition, advancements in mobile technologies give brands new opportunities to improve in-store shopping experiences and maximize ROI. Besides, new intelligent location capabilities in Adobe Marketing Cloud allow companies to use GPS and iBeacon data to optimize their physical brand presence. With the visualization of iBeacon data, brands are able to view traffic patterns and customer engagements within retail stores, sports stadiums, airports, hotels, museums and other points of interests. It means, marketers can view and measure dwell times throughout the day, consumer interactions with push notifications and in-app messages triggered by iBeacons, and more. The visualization of data enables them to reconfigure store layouts and optimize the display of merchandise to fully maximize ROI.
And last but not least, the Adobe Experience Manager Screens manages to blend the value of physical stores with the personalization and visualization powers of digital by being interactively able to connect context across the web, mobile apps and in-store or in-venue screens built with Adobe Experience Manager. This unlocks the ability to touch consumers at home, on-the-go, in-store, and wherever digital content proliferates. Such a support for multi-touch allows for content to move easily across life-size touch screens and mobile apps, and the seamless tie-in with Creative Cloud makes it easy for marketers to store, access and use any asset.