Dive Brief:
- To optimize mobile marketing efforts, Adobe Systems Inc. has added new, location-based features to the Adobe Marketing Cloud software suite.
- Adobe Target and Adobe Campaign will incorporate GPS and Bluetooth user location data to make personalized e-mails more effective.
- The Adobe Mobile Services adds input from in-store “beacon” technologies to target campaigns to consumers visiting brick-and-mortar stores.
Dive Insight:
With the ongoing surge in mobile and online shopping, retailers are getting less one-on-one time with customers and prospects. Location-based targeting provides e-mail campaigns with added personalization and relevance, Adobe says, and therefore can help increase sales.
More than half (55%) of consumers say they are willing to receive marketing messages on their smartphones in stores, Adobe’s survey data says, and 34% get them already. But one in five (20%) say that the timeliness and relevance of the offers could be improved.