Dive Brief:

• Adobe is adding location-based tools, dubbed Intelligent Location Marketing, to its Marketing Cloud. 
• Marketers can now deliver location-based messages to users where iBeacons are located—making it possible to target consumers in specific aisles of retail stores with in-app messages. 
• The new functionality will help Adobe compete with other marketing clouds, particularly Salesforce.com. 

Dive Insight: 

The competition is fierce among marketing cloud developers and bringing in in-app messages and location-based targeting will only increase the fight. The more features Adobe— and its competitors— add, the more all-inclusive the offerings will become. The war between Adobe, Salesforce, and other marketing cloud developers will be one to watch as industry technology continues to develop.