Proving the Business Case for the Internet of Things

Adobe uses IoT to extend marketing intelligence

Steve Rogerson
March 11, 2015
Adobe has extended its marketing intelligence into product design and the IoT, the company announced this week at its annual digital marketing conference in Salt Lake City.
“Marketing has been driving digital transformation at the world’s largest brands, agencies and media companies,” said Brad Rencher, senior vice president and general manager for Adobe’s digital marketing business. “Now, marketing is moving beyond the marketing department and transforming how enterprises organise and engage with customers across every touch point. Enabled by a richer view of the customer, digital experiences are starting to change how we shop, open hotel room doors, interact with our cars and buy soda from vending machines.”
Adobe Marketing Cloud enables brands to extend the impact of marketing across more touch points including wearables and IoT devices. Adobe Experience Manager Screens and Adobe Target now bring personalised experiences to physical spaces such as retail stores and hotel rooms and enable marketers to optimise content across any IoT device.
The company’s IoT software development kit lets brands measure and analyse consumer engagement across any of those devices, and intelligent location capabilities allow companies to use GPS and iBeacon data to optimise their physical brand presence.
Featured on stage at the summit were brands such as Starwood and Under Armour, who are using the Adobe Marketing Cloud to create personalised experiences in the physical world. Starwood showed how it is customising hotel experiences, including SPG Keyless, which gives Starwood members the ability to check in and access their rooms with just a smartphone. Under Armour demonstrated how it is redefining the way clothing lines are designed with Adobe Experience Manager Screens technology.
“Brands have been challenged with integrating multiple mobile marketing solutions, struggling to synthesise a myriad of different tools,” said an Adobe company statement. “Adobe has announced key enhancements to Adobe Mobile Services in Adobe Marketing Cloud that dramatically simplify the mobile app lifecycle – from app development and user acquisition to app analytics and user engagement. A new mobile framework in Adobe Mobile Services brings together app technologies across Adobe Marketing Cloud to eliminate enterprises’ dependence on an array of disjointed point solutions. To complement Adobe Mobile Services, Adobe enables brands to tap into its partner ecosystem to add functionality to their apps. The company has extended its group of partners by adding six top app technology providers, who are integrating their tools into Adobe’s mobile app framework.”
Programmatic ad buying continues to be a problem for today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices. Adobe thus announced a way to combine an algorithmic engine and key advancements to audience core services to unify audience targeting, buying, data and billing in one platform.
It integrates audience and behaviour data from a broad range of sources including web, mobile app and CRM systems, automates the execution of paid media campaigns through Adobe Media Optimizer and lets marketers use the same audience segments across earned and owned campaigns to deliver consistent experiences. By integrating programmatic buying natively, Adobe says it is bringing the marketplace to the marketer and enables consistent consumer experiences across channels.