Adobe Expands Its Marketing Cloud With Predictive Tools, iBeacon Support, And More
As Adobe kicks off its Digital Marketing Summit in Salt Lake City, the company is announcing a number of new features and products in the Adobe Marketing Cloud, its suite of products for digital marketers.
Context & Ripple Effects
Adobe had already been building marketing capabilities around social data: it expanded Adobe Social analytics in 2012 and later added tools for creating and monitoring social ads. The new Marketing Cloud additions extend that suite-oriented approach into predictive analysis and proximity-aware marketing.
First-order effects
- Adobe Marketing Cloud customers gain predictive tools and iBeacon support alongside the suite’s existing digital-marketing products.
- Adobe broadens its marketing pitch beyond social measurement and ad monitoring to include data-driven targeting and location-aware engagement.
Second-order effects
- Marketing teams evaluating Adobe gain an incentive to consolidate predictive and proximity-marketing work inside a broader vendor suite rather than buy each capability separately.
- Adobe’s suite strategy raises the competitive bar for marketing-software vendors whose products address only social advertising, analytics, or mobile engagement.
Third-order effects
- If marketers adopt these capabilities together, Adobe’s position increasingly depends on owning the workflow that connects customer signals to campaign decisions, not merely supplying individual marketing tools.
The trend: Digital-marketing platforms are converging social, predictive, and location signals into integrated systems for targeting and measurement.