Tag: geolocation technology

Mobile marketing services at Adobe receive an iBeacon boost

| April 4, 2014

The support of this technology coincides with an effort to make apps easier to manage.

Adobe has taken a larger step into the mobile marketing sphere as it revealed a set of rejuvenated services that are designed to help companies to be able to create, manage, and provide a customized real time app experience to their customers.

This entire opportunity will be available through the Adobe Marketing Cloud platform.

There is quite a list of services that have been added to what Adobe is now offering, with its entry into the mobile marketing channel. Along with its support of Apple’s iBeacon, it is also offering a number of different ways to reach consumers, personalize the experience, provide incentives for taking action, and offering ways for merchants to be able to measure results.

The goal is to provide a very well rounded and complete mobile marketing opportunity.

Among the new Adobe Mobile Services 2.0 offerings are:Mobile Marketing - Adobe

• Adobe Experience Manager apps for marketers, as well as the PhoneGap Enterprise for mobile app development firms.
• Measurements for campaigns, including for which campaigns are producing results and user behavior measurements to enhance engagement, launch events, and encourage content sharing, in addition to product purchasing.
• Apple iBeacon support, giving marketers location based data so that properly timed notifications can be delivered based on where the user is.
• Customer re-engagement features across mobile apps, giving companies the ability to deliver the latest news, report on credit balance details, and others.

Among Adobe’s primary goals has been in enhancing and increasing its offerings for its Marketing Cloud when it comes to mobile. Near the close of last year, that company released its SDK for Mobile Services, which included the ability to use location based technology for geotargetting users, as well as for the analysis of consumer data, optimizing the performance of the app, monitoring of key performance indicators (KPIs), and even conducting certain forms of A/B testing.

It is clear that their focus continues to be a drive forward into mobile marketing, and this release that includes iBeacon indicates that geolocation technology will be playing an important role in that effort.

Location based marketing is growing in importance over mobile

| April 3, 2014

Success in advertising over smartphones is beginning to require this vital component.

Although location based marketing may not be the entire issue when it comes to mobile, it is easily proving itself to be the most important factor over this channel, says a new report from Thinknear.

The company specializes in this area and is now claiming that it is vital to advertising success on smartphones.

General Manager Eli Portnoy of Thinknear, a mobile advertising firm that focuses on location based marketing, explained that “The phone is a portable device we carry in our pocket and is a part of what we are doing all day and every day. You have your phone with you when you are commuting, when you are at work, when you are seeing friends, when you go home. It’s ubiquitous. And you use it to interact with your world and what’s important to you.”

That said, Portnoy pointed out that many businesses forget how precise location based marketing can be.

He pointed out that many mobile marketing firms and advertisers forget that smartphones are an exceptionally portable device and that people take them along no matter where they go. This makes it possible for “very precise location capabilities.”Location Based Marketing - Mobile Growth

Using the geolocation technology that is built into the majority of smartphones, these days, can give companies the ability to better understand who their main customers actually are and what they typically do. This insight can be invaluable to being able to provide those consumers with just what they want, at the time that it is most relevant to them.

The main issue standing between companies and their ability to actually obtain accurate location data, which they can then use, is the same as the one standing in the way of the use of many other parts of the mobile marketing industry. While the technology is out there, it isn’t always possible to use it to capture the valuable data. Portnoy explained that “Users have to have their GPS on, give the app permission to use their location, have a clear line of sight to a GPS satellite, and so on.”

Therefore, not every impression will provide usable location based marketing data. However, there are ways around it and firms such as Thinknear appear to be able to help to provide strategies that will guide companies and show them the mobile ropes.