Adobe Updates Marketing Cloud for Greater Personalization

Adobe’s new series of marketing innovations across the Marketing Cloud will enable retailers to engage with users in a more personalized and relevant way.

Following Adobe’s integration for real-time remarketing (which enables marketers to reclaim lost revenue due to shopping cart abandonment), the new features include contextually relevant emails, shoppable media experiences, and new integrations across Adobe Marketing Cloud solutions.

Here’s a look at a few of the new features:

Contextually Relevant Email

By capturing contextual data from Adobe Target and Adobe Campaign, such as location, previous purchases, interests, demographic, and date/time, etc., marketers can now deliver emails with content embedded that will change at the time of opening – making email more dynamic and personalized.


Personalized Content With Shared Audiences

Marketers now have the ability to create audiences within Core Services that can be shared between Adobe Marketing Cloud solutions, which allows retailers to gain more valuable customer data and develop more relevant and timely campaigns.

Optimized Customer Experience With Seamless Content Creation

Deeper integration between Adobe Campaign and Adobe Experience Manager provides brands more ways to streamline content creation.

New Adobe Digital Index Data: The In-Store and Online Connected Experience

In addition to these new features, Adobe also released new data from the Adobe Digital Index that shows consumers are looking for more connected and consistent experiences spanning online and in-store shopping. The data also found that consumers are using location-aware and geo-location technologies in their daily purchasing routines.

Key statistics include:

  • More than half (55 percent) of consumers are open to receiving them on their mobile device while they are in a physical store
  • 35 percent of consumers report that their mobile phone allows them to pay with their digital wallet
  • 47 percent report having used their mobile phone to make such a payment

In the report Adobe also points to the fact that the use of location technologies to personalize mobile experiences is expanding via both GPS location data and iBeacons.

Sports media companies like Major League Baseball have already deployed beacons in their stadiums to push relevant content to fans. And companies like Safeway, American Airlines, and Marriott have announced the deployment of beacons at retail stores, airports, and hotels to drive a location-aware experience for customers.

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