Adobe Marketing Cloud extends digital experiences to the physical world
Adobe has released several innovations to Adobe Marketing Cloud to create personalized experiences in physical spaces such as retail stores, hotel rooms, automated vending machines and Internet of Things (IoT) devices. With the new IoT SDK, companies can measure and analyze consumer interaction through any of these devices. The platform for this is the digital transformation of the corporate world, catalyzed by the marketing department. Marketing data was normally kept separate, but is now used in conjunction with data from other departments, such as sales and customer service, to create a more complete customer profile.
“Marketing is growing beyond current digital channels to include new physical experiences in the real world. Adobe Marketing Cloud helps leverage online marketing data to create unprecedented personalization across retail, entertainment, travel and leisure experiences environments,” said Brad Rencher, senior vice president of Digital Marketing at Adobe.
With the new Adobe Experience Manager Screens, marketers can extend the experience with interactive content such as images, interactive 3D models, video and more to include retail stores, hotels and even devices such as vending machines. A single user interface with support for multiple screens is continuously connecting content with mobile apps and brand experiences to ensure consistency across the internet. With multi-touch support, content can easily migrate between full-size touch screens and mobile apps. Integration with Adobe Creative Cloud allows the storage, access and activation of any asset.
Advances in mobile technologies allow you to enhance the in-store shopping experience and maximize ROI. Adobe Marketing Cloud's new Smart Location capabilities let you use GPS and iBeacon to optimize your brand's physical presence. By viewing iBeacon data, you can find traffic patterns and consumer interactions within retail stores, stadiums, airports, hotels, museums and other points of interest. Marketers can view and measure daytime breakpoints, consumer interactions with push notifications and in-app messages powered by iBeacons, and more. Viewing this information allows you to reconfigure store layout and optimize merchandise presentation to maximize ROI.
With Adobe Marketing Cloud, the marketer can control interactions performed through IoT devices and wearables. Adobe Target supports testing, optimizing and personalizing digital content across browsers and apps and on any IoT device. Companies can use Adobe Target to distribute content based on the consumer's personal interests using interaction points such as self-service machines, gas station screens, game consoles, car dashboard screens, consumer electronics and more. Adobe Target uses more predictive anonymous data, such as third-party information and CRM systems, to personalize content in real time. Additionally, Mobile Core Services and Adobe Analytics allow you to measure and analyze consumer interaction with content and apps on any IoT device using the new IoT SDK, which is an extension of the Mobile SDK.
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