6 Reasons AEM Mobile enhances the mobile channel

While working with Adobe last year doing a roadshow around the US about Adobe Experience Manager Mobile, I had the opportunity to discuss with attendees why they would want to use an app instead of just a website that utilizes a responsive design. The big question was: What could AEM Mobile help them accomplish and why might it be time to consider using an app in addition to a website? So today, I plan to explore the answers. First, I’ll cover some reasons Adobe shared, and then I’ll add a few of my own.

1. Leverage the capabilities of the device

As discussed in one of my earlier articles (4 Benefits of using AEM Mobile): ”The Apache Cordova framework allows developers to build tools that can use the technologies of mobile devices to deliver additional experiences for app users. You can … send appointments to calendars, add contacts to contact lists, enable device vibration for alerts, and globalization (operations specific to a user’s local, time zone, and language) to name a few. You can even create your own custom plugins.” And there are lots of new things being built and developed by phone makers all the time that could be taken advantage of.

2. Unprecedented access to the user

Those of us who download and use an app have basically entered into a symbiotic relationship/contract. App makers understand that you are going to use the app to consume services, some form of entertainment, or make a purchase; and you understand that you are going to get marketed to, or that they are going to track something about you for the benefit of their business. Despite this invisible handshake agreement, we as the consumers are giving the owners of mobile apps our undivided attention while we use the app. We are giving them a bit of ourselves. And that is a powerful thing. Because as a marketer, you now have a direct—and sometimes undivided—window to that user.

3. Notifications: In App and Push

There are two kinds of notifications that Adobe Experience Manager Mobile can provide: In App and Push. These are more than just pop ups sent to everyone, they can be customized messages. While you could accomplish this with software like Adobe Target, the tools offered through AEM Mobile give you robust notification options within the same system you’re already using to manage your app, minus the need for extra programs. Let’s break these two notification capabilities down:

  • In App Notification allows an author to interject something for the user while they are using the app. An example of this might be an ad, or possibly sending the user a personalized message after they’ve reached a certain content location, or even sending a message based off of information collected about the user (in the event that they are authenticated into the app).
  • Push Notification is the ability to send a message to everyone using the app, a specific user, or a set of users. This notification would show up in the user’s device notification center. It is a nice way to send a user-wide alert or even just a unique message to a specific user.

4. More customizable user experience

The tools and controls built into AEM Mobile allow your designers and authors more control to manipulate styles and layout without the need to involve developers at every turn. Sure, the devs have to do some setup, but they aren’t needed for much more once the initial setup is complete. Thus extending the Adobe Experience Manager purpose of putting more power into the hands of the people creating and managing the content without requiring them to heavily depend on a developer.

This concludes four major positives of Adobe’s Experience Manager Mobile talking points. They are great AEM benefits, but there are two more worth calling out: a guided experience and a faster experience.

5. A guided experience

By using an app, you can, to great lengths, guide a user’s interaction with whatever it is that the app offers. No longer do you simply hope users go to the places you intend for them, but you can direct them down a very specific guided corridor of content. In contrast, websites can leave things too open to random clicking and navigating, leaving users potentially lost and frustrated, or unconverted to your conversion goal. But when the customer chooses to use the app, they are saying, “take my hand and guide me through this experience step by step.”

6. A faster experience

Websites can be too busy with lots of things available, which can also mean a lot of code and scripts to run before a page is done loading. An app can get you through the process faster because not only does your browsing experience stay focused and simplified, the page load time is much quicker. For example, the proof of concept app that we built for the Adobe roadshow showcased a fictitious hotel that allowed users to register, reserve, and pay for a room in just a couple of minutes. Everything that was NEEDED loaded quickly and was comprehensively organized.

AEM mobile’s app capabilities offer these benefits in a conveniently efficient way—undeniably improving a business’s customer interaction. Having used the product myself, I stand by that statement. Some have suggested that app usage is going down, while others claim it is going up. I don’t care either way. I think what is clear is that mobile devices are not going away anytime soon. If you think users will want to use your app, then you should make it. As with websites, create an app to fill a need, not just because you think it might be cool to have an app. Nonetheless, if you have a website capturing conversions, selling products, or offering useful services, AEM Mobile could be you ticket to a smooth, more effective customer experience. To learn more about Adobe Experience Manager Mobile, subscribe and stay up to date with what we share here.