Adobe Target expands for digital marketers, mobile advertising

Adobe has announced a major update to Target, part of Adobe's Marketing cloud.
Written by Charlie Osborne, Contributing Writer

Adobe has announced a major update to Adobe Target, a key feature within the Adobe Marketing Cloud.


The tech giant said in a statement released today that the update includes a completely redesigned, touch-based interface and a guide to assist marketers through testing phases. In addition, the update will give marketers additional tools for creating personalized web content for specific audiences.

Adobe says the update will make it easier for marketers to achieve their digital marketing and revenue goals, and content can now be changed with a "few, simple clicks" -- a key factor for advertisers who want to keep up with different trends or launch new campaigns.

The new features due to be rolled out are:

  • Guided Testing & Targeting Workflow: A step-by-step framework, with built-in best practices, for creating and implementing the most effective A/B testing and targeting activity.
  • Visual Experience Composer: Enabling marketers to create unlimited variations of content directly on a web page, including offer and image swapping, as well as color, text and design changes.
  • Custom Audience Library: A central repository for creating and re-using audience segments for targeting.
  • Real-time Interactive Reporting: A graphical view of real-time testing and targeting results.
  • Mobile App Optimization: Enhanced core testing and targeting capabilities for mobile apps.
  • Adobe Marketing Cloud Integration: Access to all Adobe Marketing Cloud solutions, including the new Adobe Target, from one centralized platform with a social-enabled interface.

"In today's ultra-competitive digital marketplace, organizations are constantly faced with the challenge of converting more of their website and mobile visitors into customers and building loyalty among existing clients," the statement reads. "Still, a recent Adobe study found the majority of companies surveyed spend five percent or less of their total marketing budget on online optimization activities, despite data showing those that invest more see greater gains."

Mark Taylor, vice president of Consumer Insights at Razorfish said:

"The launch of a site is the starting point for your Web experience, not the finish line. We encourage our clients to continually optimize their digital experiences and Adobe Target is often at the center of these efforts. As an active beta user of the new Adobe Target, we feel that the product’s testing workflows and intuitive targeting features give it a compelling advantage."

The new Adobe Target is expected to be available by the end of September 2013, and pricing is based on a new flat-fee model.

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