Mobile Marketing Use Cases Powered by Adobe Experience Cloud Mobile SDKs and Adobe Campaign
While smartphone ownership is starting to show signs of saturation globally, mobile usage among consumers continues an upward trend in terms of time and dollars spent, both primarily driven by mobile apps. As such, driving engagement via mobile apps remains a top-of-mind goal for marketers today. Adobe enables mobile marketers to accomplish their engagement goals through an end-to-end mobile messaging solution that helps them deliver personalized messages at scale, when and where their users need them. This solution comprises a robust mobile software development kit (SDK) to power client-side technology for mobile apps and Adobe Campaign solution for server-side capabilities of message authoring and delivery.
At the end of September 2018, we released a new version of Mobile SDK called Adobe Experience Platform SDK that leverages Adobe Launch for mobile app configuration and comes with an out-of-the-box extension for Adobe Campaign. In this blog post, you will learn about the use cases that marketers can fire up using this integration.
Adobe Experience Platform SDK and Adobe Campaign Integration
Before diving into the use cases, let me share some details on how to turn on the integration between Adobe Experience Platform SDK and Adobe Campaign via Adobe Launch.
SDK enables data transfer between Campaign Server and mobile app through a dynamic remote configuration that is managed in Adobe Launch. So, to start:
- Configure a mobile property in Launch.
- Install Adobe Campaign Standard extension and configure rules, postbacks, and data elements. Pass rules, configurations, and dependencies to the mobile app using CocoaPods for iOS or Gradle for Android.
- Implement specific APIs in the mobile app, depending on the use cases you want to support.
Now with the setup complete, let us dive into the use cases that this integration enables.
Use cases powered by Adobe Experience Platform SDK in Adobe Campaign
Adobe Experience Platform SDK for Adobe Campaign is available for iOS and Android and powers following use cases:
- Acquire new users: Marketers spend a significant amount of their budgets toward acquiring new users. Adobe Experience Platform SDK makes it extremely easy to acquire a new user in Campaign by building a skinny profile (identified by Adobe unique user identifier “ECID”) as soon as your users download your app instrumented with Adobe Experience Platform SDK. Having a skinny profile created at the very first touchpoint means that you can immediately start learning about them and induct them into a journey to convert them to a known user.
- Enrich user profiles: Once a skinny profile is available, you can start enriching it as a user interacts with your brand. Whether they continue interacting anonymously or convert to a logged-in user at some point, all of that interaction data is valuable in understanding your user better and targeting them more precisely. When the user logs into the app, that login identity can also be leveraged to stitch the user’s profile across multiple channels. This cross-channel stitching manifests itself in Adobe Campaign by linking the user’s mobile profile and CRM profile together. You can also tap into both PII and non-PII data from a mobile device to enrich the profile.
- Send push and in-app messages: As the messaging and cross-channel orchestration solution for Adobe Experience Cloud, Adobe Campaign works in tandem with Adobe Experience Platform SDK to enable you to engage your audiences via push notifications and in-app Messages. Push notifications require user opt-in and push “tokens” (Apple- and Google-generated identifiers to uniquely identify a recipient on a particular mobile app on a device), while in-app messages can be delivered to any of your app users with an ECID. Push notifications display in the notification center of the device and alert the user and wake up the app. In-app messages augment an app user’s experience by displaying contextual messages while in the app.
- Enrich user profile with location history: A new Places Service is available in Beta for Adobe Experience Platform SDK. Using this service, you can define, monitor, and track points of interest (POIs) and capture POI events like entry and exit. When you leverage Places Service and Adobe Experience Platform SDK, you can enrich a user’s profile in Adobe Campaign with location data when the user enters or exits a POI. By leveraging a user’s location history, you can subsequently target them based on the locations they’ve visited. Not only that, but you can also leverage location events to trigger in-app messages and local notifications (a push-notification-like experience) and drive engagement through contextual targeting.
- Track user engagement: An important aspect of engaging users is to track their response to messages from your brand, then generate reports and derive insights from them. Adobe Campaign provides Dynamic Reporting, an Analysis Workspace reporting system containing reports on push and in-app engagement. SDK sends user interaction data to Adobe Campaign via postbacks configured in Launch. Using the out-of-box reports available in Adobe Campaign, you can measure the reception from users and optimize the next set of experiences for more impactful marketing.
Adobe Experience Platform SDK requires no additional licensing as long as you are an Adobe Experience Cloud customer. So, whether you are an existing mobile customer of Adobe Campaign who is leveraging SDKV4 or a prospective new customer considering mobile, you can derive great value by adopting new Adobe Experience Platform SDK simply by powering the use cases mentioned above.
To learn in even greater detail, check out these links: Overview of Adobe Experience Platform Mobile SDKs and Discovering communication channels in Adobe Campaign.