Adobe Experience Manager—Apps Capability Spotlight
With the widespread use of mobile devices, organizations have the unique opportunity to deliver engaging, contextually relevant experiences everywhere their customers go. With Adobe Experience Manager apps, marketing and development teams can leverage geolocation capabilities, push
notifications, and stored preferences to deliver personalized, real-time content to build brand loyalty. A recent Adobe Digital Index report shows users of mobile apps are more loyal to a brand as opposed to visitors who access the site from their mobile devices. This demonstrates that earning a permanent spot on a customer’s phone with a mobile app is a key step towards building an ongoing relationship. In 2014, mobile apps continued to be the most popular way for enterprises to engage with their customers, with 53% of the organizations surveyed deploying 1 to 10 apps in the app store.
89
%Percentage of media consumed using mobile apps Percentage of organizations
deploying mobile apps in the app store
.
None 1–10 apps11–20 apps 21–40 apps 41–50 apps 60 apps
53
%Currently available for download per organization (n=103, mean:*19).
Source: Adobe Digital Index 2014. Source: http://www.nielsen.com/us/en/insights/reports/
2014/an-era-of-growth-the-cross-platform-report.html
Mobile usage continues to grow with mobile apps accounting for 89% of digital media consumption on the Internet, generating an even greater reach for organizations creating mobile apps. Smartphone use in the world’s top digital markets is expected to exceed 70% in 2015, with global smartphone users reaching 2.5 billion. Loyal customers expect brands to have mobile apps that add value, make repeat tasks and browsing experiences easier, and deliver added value using personalized information, such as location. Customers are willing to spend more time using mobile apps because they can provide a better experience.
Mobile apps are not just for “on-the-go” interactions, they are becoming a key component of a brand’s in- store experience. There is a significant opportunity to leverage mobile to enhance the in-store experience and help brands distinguish themselves when customers are comparing prices. Apps can direct customers to deals on their favorite products or provide personalized recommendations/
purchasing advice—helping customers make in-store purchasing decisions.
Companies that have already released their first mobile app are just beginning to take advantage of the full opportunity. With long-lead times for app development and updates, and the challenge of keeping content fresh and up-to-date postlaunch, it is extremely difficult to drive continued engagement. With an average of over 40 apps on a customer’s phone and only 10 being used on a daily basis, developers and marketers must work together to deliver great mobile app experiences. With Experience Manager apps, marketers can quickly and easily deliver relevant content updates, without burdening the IT department.
Gartner, a leading information research company, positioned Adobe Experience Manager as Leader in its 2014 Magic Quadrant for Web Content Management report.
Adobe Experience Manager—Apps
Enable marketing and development teams to collaborate and deliver
more engaging mobile app experiences that drive higher ROI
A collaborative and iterative solution
With Experience Manager apps, developers and marketers can deliver engaging mobile app experiences that are personalized, relevant, and connected to the larger cross-channel experience.
Although there are solutions for developers to speed development time, and solutions for marketers to analyze experiences postlaunch, there are no solutions that allow both stakeholders to work together to deliver better mobile experiences. Experience Manager apps fills this gap in the mobile app development and management process.
Content authoring Multiplatform
development App SDK Content publishing
App components App preview Content viewer Developer starter kit
Content management Asset management
App control center Content packages Shell management
App details App security
Content updates Push notifications
Location-based messaging In-app messaging App personalization
App analytics Data visualization App store feedback Design, develop,
and deploy Manage Engage and promote Measure, analyze, and optimize
Adobe Experience Manager apps
With Experience Manager apps capabilities, marketers can continuously drive engagement with their mobile apps, even after launch. After release, marketers can edit the content and screens of the mobile apps, and then publish immediately without customers updating or reinstalling the app.
Without relying on IT, marketing teams can update apps with the latest online or in-store sale information, update images and text on specific screens, and ultimately give control to local marketing teams to manage local app variations using workflow controls.
Key benefits
Continuously improve the app experience—Marketers can drive additional engagement and differentiate themselves from the competition with Experience Manager apps capabilities.
Marketers can use drag-and-drop authoring tools to update app screens without developer resources. Using a rich dashboard, these changes can be made instantly without requiring the user to update or reinstall the app.
Reach all customer segments faster—Teams no longer have to prioritize one customer segment or set of platform users (iOS vs. Android™) over another. With Experience Manager apps, teams can leverage app development across platforms and channels. Teams can also embed cross-platform content in their native apps to speed updating time.
Reach across brands—Teams can easily create new apps for different brands or create several campaign apps for different regions or events. With Experience Manager, you can copy and customize existing content and assets to create apps on various channels—and link content between these apps for automatic content updates to maintain brand consistency.
Analyze performance with integrated analytics—Immediately analyze the performance of your mobile apps, leveraging built-in Adobe mobile app analytics.
Speed time to market—With Adobe PhoneGap Enterprise, part of Experience Manager apps, organizations can leverage existing web developers to build native- like apps in HTML5, which can be released across iOS, Android, Windows, and BlackBerry devices. Marketers can repackage existing content and assets from the web for delivery to tablet and smartphone apps. Experience Manager integrates with Adobe Digital Publishing Suite (DPS) to produce content-centric apps with richly designed content and interactivity.
Create and manage push notifications—Marketers can create and manage push notifications for registered users of any app.
Deliver improved customer experiences across all channels—Marketers can manage the entire customer experience from a single location and optimize it across channels. A consistent brand experience across all channels helps ensure customers move seamlessly between the web, mobile web, and mobile apps.
Key capabilities
Experience Manager apps is integrated with other Experience Manager solutions and Adobe Marketing Cloud to give marketers and developers a complete app management solution.
Cross-platform authoring and app management
Manage updates, shared assets, and approval workflows within Experience Manager. PhoneGap Enterprise, integrated with Experience Manager, gives marketers ways to directly update content and personalize app experiences so that developers are free to focus on creating rich app capabilities.
Content-rich app distribution
Use our integrated Adobe Digital Publishing Suite to quickly create, publish, and optimize content-centric apps across mobile channels — including smartphones, tablets, and the web—no coding required.
Customer experience optimization
Manage the entire customer experience from a single location and optimize it across all channels, so audiences get a consistent brand experience whether they’re using your app, interacting with your mobile site, or visiting your desktop website.
Mobile app analytics Analyze the performance of your mobile apps immediately, leveraging Adobe mobile app analytics from Adobe mobile services.
Push notifications Easily build and manage push notifications from Experience Manager.
Digital asset management
Author, design, and update apps leveraging the robust asset management features of Experience Manager.
Commerce Deliver relevant, immersive shopping experiences that leverage video, dynamic media, and social media.
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Supported platforms
Adobe Experience Manager supports iOS, Android, Windows, Blackberry, and webOS platforms.
Adobe Experience Manager apps, part of Adobe Marketing Cloud, is an integrated mobile app development platform (MADP) that allows marketers and developers to deliver relevant and personalized app experiences across channels. Using a simplified content updating process and tools to speed development time, teams can generate a higher return on their app investment.
Experience Manager sites allows organizations to manage all of their customer experiences from one place and share content across desktop, web, and mobile. With Adobe Experience Manager, organizations can truly deliver omnichannel experiences to all of their customer segments.
