How Adobe is Opening Doors for Marketers

Through a handful of my Marketing courses, including my Marketing Campaign Planning course, we have discussed location-based marketing. Using this type of strategy is helpful in a number of ways for marketers and businesses. Being able to contact consumers in a more personal way based on their geographic locations is quite beneficial. A marketer is able to target their consumers more when they have information about them. This week I came across an interesting announcement made by the Adobe company. 

Adobe & Location-based Marketing

This week I learned that Adobe announced they are making it easier for businesses to reach customers using their business apps. Adobe has made these updates to their mobile services. It will allow for businesses to have in-app ads based on their consumers activities, metrics and even location. This tactic aims at making it more effective for businesses when targeting consumers through apps. 

According to Forbes.com, Adobe is making this push in competition against salesforce.com and is in pursuit of marketing dominance. About  two-thirds of Fortune 50 companies use Adobe's Cloud Services. In co-ordinance with this, Adobe has put out options such as the in-app messages, mobile app management, mobile campaign management, and a new Adobe social app. These types of services are pertinent to consumers today because consumers are more likely to go to a businesses easily accessible apps as opposed to their mobile website. 

How Does This Apply?

Marketers need to know these new options and where their consumers are searching. They should have the ability to access these features to gain success in effectively reaching consumers. It is important marketers keep up with these trends. They will be able to make more personal connections to consumers. These features allow businesses to send push notifications to app consumers when they enter their stores. Location-based marketing and technologies allow businesses to do this. 

References

http://www.sci-tech-today.com/news/Adobe-All-In-with-Location-Marketing/story.xhtml?story_id=10300CL9W1CP#

http://www.forbes.com/sites/benkepes/2014/11/18/adobe-embraces-location-based-marketing/