Adobe Keeps Adding To Its Marketing Cloud, Previews Online-Offline Optimization Technology

Adobe kicked of its annual Summit for customers with a slew of announcements around the Adobe Marketing Cloud, its hub of digital marketing products.

In a preview of what’s on the horizon, Adobe shared a look at technology it’s calling Marketing Mix Planning.  It will become a core service in the Marketing Cloud and is meant to the one-stop-shop for companies to optimize their marketing efforts — including offline. The algorithm-driven technology is designed to help marketers find the ideal mix of online and offline marketing including TV, PR, print and events. Marketing Mix Planning will come with attribution, forecasting, media planning and campaign scheduling capabilities.

Adobe is adding more services to its Marketing Cloud suite. The Master Marketing Profile give marketers a primary view of their customers and prospects including behavioral data from Marketing Cloud solutions and third-party systems such as CRM, ERP and payment platforms. The profiles are updated in real-time to reflect the latest data on-hand. This information can then be used to create audience segments for marketing execution from any of the solutions available in the Marketing Cloud.

Another new service, Shared Assets, creates a central storage space for companies to house, sync and share digital assets that can then be accessed across the Marketing Cloud Solutions.

On the partnership front, Adobe has inked agreements with SAPEpsilon and Wunderman, and Deloitte Digital announced its new Marketing Mix platform is powered by Adobe Marketing Cloud.

Other news coming out of the Summit include:

  • Apple iBeacon Support: Adobe will support measurement and targeting of app users close to iBeacons in stadiums and retail stores
  • Push Notifications: Adobe Campaign will enable the delivery of push notifications for breaking news, credit balance, flight info, etc., instantly and consistently across mobile platforms
  • Adobe Experience Manager gets a new release to simplify web re-platforming and dynamic asset delivery
  • Adobe Target Premium automates content, offer and cross-sell recommendation targeting
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