March 10, 2015
Adobe today announced upgrades to Adobe Marketing Cloud, which it says enable brands to bring “personalized experiences to physical spaces” such as retail stores, hotel rooms, vending machines and Internet-of-Things (IoT) devices. The new IoT SDK lets brands measure and analyze consumer engagement across any of those devices. Previously siloed, marketing data is now being used in concert with data collected by other departments like sales and customer service, creating a richer view of the customer, the company added.
“Marketing is moving beyond existing digital channels to include new physical experiences in the real world,” said Brad Rencher, senior vice president, digital marketing at Adobe.
The upgrade includes:
Adobe Experience Manager Screens: They enable marketers to extend interactive content experiences including images, 3D interactive models, video and more to physical locations including retail stores, hotels and even devices like vending machines.
Intelligent Location Capabilities: They 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.
“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 at 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.”