U.K. telecom giant Vodafone plans to use Adobe’s new app personalization tools in local markets after testing the company’s Target marketing software, per an announcement. Adobe Target’s visual experience composer (VEC) for mobile apps will help Vodafone personalize its apps much faster, William Harmer, global product owner, digital marketing, at Vodafone, said in a statement shared with Mobile Marketer.
Adobe this week introduced the app personalization tools for Target at its Adobe Summit EMEA, which started on May 15 and wraps up today in London. The VEC has a three-step guided workflow to help marketers and developers personalize mobile apps.
The VEC aims to help marketers speed up app development and add personalized features based on a mobile user’s preferences and location. The mobile VEC feature in the future will let marketers personalize, test and optimize in-app messaging within Adobe Target, Drew Burns, senior product marketing manager for Adobe Target, said in a blog post.
Vodafone's plans to expand app personalization come as mobile consumers are growing to expect a more uniform and personalized experience of brands among a variety of interactive channels. Adobe's new solution seeks to make such personalization easier for marketers by streamlining the process of keeping apps up-to-date. Companies need to harness the data they gather about customers to provide more personalization, such as remembering their past purchases and preferences to customize future offers on mobile devices that consumers carry with them everywhere. Adobe found in a December survey that 51% of consumers are likely to make a purchase and 34% will make an unplanned purchase if the branded content they see is personalized. Meanwhile, 84% of consumers said they receive unpersonalized content from brands, which is a significant missed opportunity for engagement.
Only 32% of U.K. consumers said they have received a personalized marketing message from a telecom company, per a March survey by McKinsey Periscope, but only 16% of respondents said they want to receive such messages. U.K. consumers are more likely to want personalized messages from restaurants and bars (42%), consumer goods (41%), fashion brands and retailers (36%) and travel-related companies (31%). Telecom companies like Vodafone may be able to gain greater acceptance if their personalized messages to consumers are more compelling.
The most appealing kinds of personalized content for U.K. consumers have products related to their interests (46%), updates on availability and price (42%) and product recommendations based on purchase history and research (39%), the survey found. More than half (52%) of U.K. consumers said they often or sometimes sign up for personalization. Younger U.K. adults are most amenable to signing up for personalized messages, with 65% of people ages 30 to 39 and 61% of people ages 18 to 29 saying they often or sometimes sign up for personalization, per McKinsey Periscope.