News Byte: Adobe Announcements Signal Cross-Channel Re-Focus
Adobe announces new cross-channel capabilities.
Adobe today announced a new pricing structure for the Adobe Campaign solution in Adobe Marketing Cloud that it promises will enable marketers to fine-tune their cross-channel messaging. From now on, service subscribers will pay a flat cost based on customer profiles instead of on CPMs for emails sent.
“The CMO has one budget and tends to allocate most of it to traditional channels he or she knows and understands,” says Matt Belkin, VP of business development and customer strategy at Adobe. “What we're announcing today is a new model for marketers to engage across all channels for one flat price. If you want to send messaging via email and follow it with a mobile notification and a call center engagement, it's the same cost.”
Adobe also introduced new mobile and social capabilities. It launched Adobe Mobile for Marketing Cloud with a new user interface for mobile teams, app targeting based on GPS location, and audience testing. For Adobe Social, the company announced new international publishing capabilities, including support for using one of the top social networking platforms in China.