Vibes, a mobile marketing company, Monday announced that it has partnered with Adobe to power personalized mobile campaigns for Apple's Passbook and Google Wallet in Adobe Marketing Cloud, according to a press release. Vibes technology powers campaigns across all mobile channels, including mobile wallet, SMS and push messaging, enabling brands to personalize, distribute and manage digital content (loyalty cards, coupons, etc.) for consumers, according to the announcement.
 
For mobile teams, Adobe Marketing Cloud provides a comprehensive and integrated set of capabilities that span analytics, Web and app experience management, testing and targeting, advertising, video, audience management, social engagement and campaign orchestration. With the addition of Vibes' Catapult Mobile Relationships Management platform, the two companies said they are bringing together a holistic mobile product to help marketers create a closed-loop experience for mobile campaigns.
 
"Adobe Marketing Cloud is designed to give marketers the intelligence necessary to market to their customers in a personalized way at scale, and Vibes helps bring this philosophy to mobile channels," said Matt Asay, vice president of mobile at Adobe. "This integration allows digital marketers to create and manage campaigns for mobile wallet, SMS and push messaging seamlessly from a single platform. There is tremendous value in presenting marketers with a unified view into online and offline activities so that they can create mobile campaigns that are more effective, insightful and personalized."
 
In the initial phase of the integration, Vibes will complement two products of the Adobe Marketing Cloud: Adobe Campaign and Adobe Analytics.

Imagitas, a Pitney Bowes marketing services company, has integrated Vibes technology with its digital campaigns powered by Adobe Marketing Cloud, according to the announcement. Imagitas uses Vibes to deliver digital coupons through text messages and soon will be introducing mobile coupon support for Apple's Passbook and Google Wallet. Mobile wallet coupons that can be saved to Passbook and Google Wallet will also be delivered via email through Adobe Campaign. In addition to orchestrating campaigns through Adobe Campaign, Imagitas uses Adobe Analytics to gain insight into the effectiveness of these mobile marketing campaigns across digital and physical channels, according to the announcement.