SAN FRANCISCO -- Adobe has some major updates in the pipeline for its Marketing Cloud portfolio, further reflecting where the software giant sees the digital advertising market going: smartphones and tablets.
Announced amid the software giant's Digital Marketing Symposium on Wednesday, the majority of the software upgrades are popping up this time on the Adobe Target testing and targeting platform with the promise of simplifying the campaign testing process to a few clicks.
Target makes up an integral piece of the Adobe Marketing Cloud, which already underwent a major overhaul unveiled back in March.
On that occasion, the theme was collaboration among digital marketers and their clients.
This time, the focus is optimization -- especially for mobile on both sides of digital ad campaigns.
One new feature headed to Target is an outlined testing framework with a guided step-by-step process designed to walk marketers through the digital campaign drafting process.
Some project examples offered by Adobe include personalized digital offers and web content.
Mobile marketers can also customize these experiences based on real-time results about engagement and usage metrics (i.e. number of days since last use).
From there, the platform will include a new visualization tool with targeting results displayed in real-time along with a new repository for storing audience segment details and results for later projects.
Further emphasizing the mobile-first strategy, Adobe Target is getting a new touch-based interface for composing and editing campaigns from mobile devices.
Again, Target makes up one part of the Adobe Marketing Cloud, touted by the San Jose-based company to offer direct access to all of its social, data-driven, and marketing products in one environment.
Adobe has been busy pushing all of its products -- most notably its Creative Suite -- to the cloud over the last two years, a strategy that has proved fruitful for the software provider.
The new and updated Adobe Target tools are scheduled to roll out by the end of September.