Adobe introduced several new capabilities around location-based personalization and messaging recently, as well as a new deep linking solution, that should help brands deliver improvements to engagement.
Mobile teams can now act on various location data – including background location data and geo-fence entry/exit events – which can then be leveraged across solutions in the Adobe Marketing Cloud. For instance, a messaging campaign can be triggered when a shopper has entered a geo-fence that a retailer has set up, with a relevant in-store promotional offering.
Mobile teams can now also define the user experience via deep linking. For instance, if a home goods manufacturer sends a promotional offer for a crockpot, the link should take you directly to the product page within the app if it’s installed; the less steps there are, the better the user experience. New capabilities will allow mobile teams to easily construct decision trees that map out where users go on click. It’s a visual way to map out the most intuitive path from awareness to action.
The solutions in Adobe Marketing Cloud will now share the same messaging platform, a common connecting point ensuring that relevant content is delivered based on data insights. Tighter integration will also allow brands to send deep links via a push message based on the users location.