Adobe has made a number of enhancements to the Adobe Marketing Cloud that it says, will enable brands to bring highly personalised experiences to physical spaces like retail stores, hotel rooms, vending machines and Internet-of-Things (IoT) devices.
According to Adobe, a new IoT SDK lets brands measure and analyse consumer engagement across any of those devices.
Adobe Marketing Cloud comprises a set of integrated applications claimed to “offer marketers a complete set of marketing technologies that focus on analytics, web and app experience management, testing and targeting, advertising, audience management, video, social engagement and campaign orchestration.”
Adobe says that Adobe Marketing Cloud now enables marketers to reach IoT devices and wearables. “Adobe Target now supports digital content testing, optimisation and personalisation beyond web browsers and apps across any IoT device. Brands can use Adobe Target 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.”
Brad Rencher, senior vice president, Digital Marketing at Adobe, explained: “Marketing is moving beyond existing digital channels to include new physical experiences in the real world. Adobe Marketing Cloud helps brands use their online marketing data to create unparalleled personalisation in retail, entertainment, and travel and leisure experiences.”
Adobe says that new intelligent location capabilities in Adobe Marketing Cloud allow companies to use GPS and iBeacon data to optimise their physical brand presence. “With the visualisation 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. 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 visualisation of data enables them to reconfigure store layouts and optimise the display of merchandise to fully maximise RoI.”