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The gateway to your customers is mobile
Your customers are mobile. Your brand should be too
Build lasting relationship with customer journey mapping.
TSB engages more customers through mobile
Mobile-first capabilities for customer journey management
AI can reshape the customer experience
Premier league personalizes match day moments
Personalized mobile moments that bring your customers closer
Customer journey mapping: Reimagining mobile engagement.
Mobile has become the gateway to modern customer engagement — transforming how brands connect, personalize, and build loyalty. With a high volume of touchpoints across the customer lifecycle, mobile offers the most direct path to strengthening relationships through context-driven, personalized journeys that outperform traditional batch-and-blast campaigns.
This guide explores how marketers can reimagine mobile engagement by connecting data, activating channels in real time, and orchestrating meaningful, customer-centric journeys. It highlights how brands like the Premier League and TSB are driving measurable growth with Adobe Journey Optimizer, Adobe Real-Time CDP, and Adobe Customer Journey Analytics — delivering personalized, real-time experiences that deepen customer relationships. By prioritizing mobile as the foundation of journey orchestration, organizations can unify teams, activate data in real time, and craft seamless, omnichannel experiences.
The result is a smarter, more connected approach to customer engagement that drives loyalty, accelerates ROI, and builds lasting value in the mobile-first era.
The gateway to your customers is mobile.
Connecting with customers is more challenging than ever. Research from Adobe for Business found that of the 61% of practitioners surveyed, only 14% report being able to deliver exceptional digital customer experiences.
The key to delivering a consistent customer experience lies in customer journey management — designing, analyzing, and optimizing every interaction a customer has with your brand across all customer journey touchpoints. Instead of focusing solely on conversion, customer journey management optimizes experiences — the heart of effective lifecycle management.
The goal is to deliver greater meaning, personalization, and value at the individual customer level. Mobile channels offer a compelling starting point. Here, you can begin orchestrating personalized journeys that deliver quick, impactful wins in customer acquisition, retention, and loyalty — while laying the foundations for enhancing journeys across your entire marketing landscape.
It’s time to reimagine mobile customer engagement.
Your customers are mobile. Your brand should be too.
Prioritizing mobile lets you connect with customers in the moment. Smartphones are an indispensable part of consumers’ daily lives, giving brands a vehicle to reach them in real time — whether through SMS/MMS, push notifications, or in-app engagement. With the right technology, the opportunities for personalization are endless.
For example, the luxury rail service Brightline uses mobile data and app engagement to power a truly personalized, seamless journey, from the moment a guest books a ticket to their arrival at the station. Meanwhile, the NFL leverages AI-powered predictive analytics within its digital ecosystem to deliver personalized video content, real-time data visualizations, and customized team news to fans via their apps and mobile devices.
Mobile has a high volume of touchpoints across the customer lifecycle. And in a commercial world that’s obsessed with customer acquisition, it’s worth remembering that inspiring loyalty among existing customers requires fewer resources. Context-driven, personalized mobile journeys are the perfect way to strengthen these relationships — helping you to become more dynamic and loyalty-focused than traditional batch-and-blast campaigns allow.
of consumers prefer to use a mobile app over other channels to engage with or access their favorite brand’s products and services, with ease of use and convenience among the top reasons for that preference.
Source: Adobe & Concentrix.
Brands currently struggle to get in front of mobile users.
All marketing channels move fast, but none faster than mobile. Rapid advancements in cloud-native app development and agile methodologies have accelerated how quickly brands deploy new mobile-based products and services.
Product and engineering teams are being pulled into the designing in-app experiences. Analytics and data engineering teams are struggling to reconcile disparate customer data silos. Meanwhile, marketing is desperately trying to hold the reins of brand consistency across channels.
With internal resources strained, a more cohesive approach is required.
is what Adobe forecasted for the share of mobile revenue during the 2025 holiday shopping season for the retail industry. This is a record high, as 7 in 10 retail site visits were expected to occur on mobile devices.
Source: Adobe 2025 Holiday Shopping Report.
Build lasting relationships with customer journey mapping.
By focusing on mobile channel activation, brands can build a more nuanced, personal, and profitable digital customer journey — one that responds to individual customer behavior, anticipates customer intent, and reimagines the customer experience. But delivering these experiences successfully depend on three core pillars.
1. Connected teams, driving connected journeys.
Brands should instill cross-team flexibility, collaboration, and shared workflows, with teams converging around mobile and the customer at the center. Marketers, designers, product managers, mobile developers, data analysts, and growth strategists should all work in harmony.
This creates positive feedback loops where all teams benefit from a central, shared mobile strategy and access to the right customer data for acquisition, engagement, and retention. For example, marketing journeys can fuel in-product design, and in-product engagement can refine marketing strategy. Collaborative, cross-functional teams drive better business decisions. This connected ethos extends beyond mobile channels to inform journey orchestration across the web, email, or social media, and even in-store.
2. An imagination for meaningful moments.
Mobile channels are, inherently, mobile — unlocking exciting opportunities to trigger personalized journeys based on geolocation and in-the-moment customer behavior. Imagine a café that sends loyal customers a custom discount for their favorite iced coffee as they approach the shop on a hot day or a theme park that guides visitors to attractions based on their favorite rides and current queue times. With geolocation-based triggers and segmentation, there are many opportunities to engage customers.
3. A single source of customer truth.
Brands are becoming increasingly aware of the need for deep intelligence on customer behavior — and the importance of closing the context gap between customers’ mobile activity and business-wide strategic goals. Real-time access to unified customer data enables you to react to in-the-moment customer behavior at the individual level, creating deeply personalized journeys driven by customer intent. With consumers inundated by marketing communications, your ability to reach out with relevant messages at moments that matter fosters positive sentiment toward your brand.
Over two-thirds of consumers (69%) feel that they receive too many messages and notifications from brands.
Source: Adobe & Concentrix.
TSB engages more customers through mobile.
Trustee Savings Bank (TSB) discovered that more than 300,000 customers had failed to set up direct debit payments for their credit cards and were at risk of incurring late payment fees. Using Adobe Journey Optimizer, TSB engaged these customers through its mobile banking app with targeted prompts guiding them to set up direct debit payments. Within the first week, over 3,000 customers set up for direct debit payments, compared with just ten in the six months prior. And that’s not the only success TSB has achieved with the help of Journey Optimizer.
higher than expected incremental revenue from real-time data capabilities.
increase in loan sales among mobile users.
of total sales with in-app loan applications, up from 24% previously.
reduction in latency from ingestion to actioning customer data.
“Banking is inherently personal...Personalized digital experiences, such as those enabled by our partnership with Adobe, help us to build deeper, more meaningful connections with those who trust us to manage their money.”
Emma Springham
Chief Marketing Officer, TSB
Mobile-first capabilities for customer journey management.
New customer journey technologies unlock powerful mobile capabilities — enabling brands to craft personalized messages and orchestrated journeys that rise above generic, spray-and-pray communication. With the right technology, brands can plot a path to greater engagement, stronger loyalty, and increased revenue. So, what capabilities should you look for?
A single system for mobile engagement.
Many brands already have large tech stacks. A forward-thinking customer journey management platform should bring all mobile capabilities in one interface — including SMS/MMS, push notifications, in-app messages, mobile web support, and seamless app integration. To enable real-time app experiences, your platform should trigger notifications or embed personalized, dynamic content — regardless of where the app is hosted or how it was developed — all without requiring the customer to run an app update.
Fuel your journeys with customer context.
The foundation of personalized customer journeys is reliable data. Look for native integration with your customer data platform (CDP), with the ability to ingest online and offline data from multiple sources — building real-time profiles that reveal each customer’s past and present interactions across channels. A true CDP is essential for this, as it centralizes all data into a single source of customer truth, eliminating cross-channel friction.
“The ability to bring all of our consumer information together — in real time — is critical to helping us engage with billions of Coca-Cola consumers around the globe.”
Keith Bartig
Director of Marketing Technologies, The Coca-Cola Company
Turn data insight into meaningful mobile engagement.
Customer insight means little without action. The most capable customer journey management platforms enable triggering journeys based on customer browsing behavior, geolocation, purchase history, app open rates, and more. You should also be able to automate next-best experiences powered by intelligent optimization models — processing customer data in milliseconds.
Optimize mobile customer journeys.
To boost conversion and engagement, you need visibility into how your digital customer journey mapping efforts are performing. The most capable customer journey management platforms track the performance of all live journeys in real time across KPIs such as subscriptions, clickthroughs, app launches, and bounce rates. They also enable you to identify high-performing audience segments and pinpoint drop-offs at the individual customer level.
Orchestrate seamless mobile experiences.
Designing highly nuanced customer journeys can be as simple as using a drag-and-drop interface — enabling a true omnichannel experience. Once a customer meets journey selection criteria, they enter and move through the journey automatically. With granular controls and real-time data, marketing and product teams can fine-tune journeys using real-time data, with predefined triggers that activate individual journeys and next-best experiences based on customer behavior — driving efficiency across marketing operations and business goals.
An ideal platform should have native capabilities and templates for designing in-app, push, and SMS/MMS content, such as a WYSIWYG message designer and built-in developer tooling to set up and validate mobile channels with technical assurance. This allows teams to quickly create, test, and deploy on-brand content in one platform. Finally, ensure your platform integrates seamlessly with your tech stack to enable full interoperability.
Personalized customer engagement in every moment, on any channel. Adobe Journey Optimizer is a single application for managing scheduled cross-channel campaigns and real-time, one-to-one customer journeys — powered by intelligent decisioning and insights. According to Forrester, brands using Journey Optimizer can achieve a 20% increase in orchestration efficiency and a 431% ROI within three years.
AI can reshape customer experience.
Brands can now leverage sophisticated decisioning engines with AI-driven personalization to improve customer experience. Automate next-best actions across content, audiences, channels, or journey paths — and test each experience using ranking formulas and AI models to assess their potential to drive strategic business outcomes.
Leading customer journey management platforms also feature a native AI assistant that can field natural-language queries. So, teams can ask questions about data trends and identify which mobile behaviors are driving results.
Some AI assistants also support user onboarding by gradually introducing more advanced functionality. Over time, this helps teams build deeper expertise and confidently use the full suite of journey management tools, not just surface-level capabilities.
Premier League personalizes matchday moments.
The Premier League, with a global fan base of 1.8 billion, is using its strategic partnership with Adobe to transform fan passion into marketing momentum. The Premier League uses a comprehensive set of tools, including Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, to unify data from across its web, app, and Fantasy Premier League platforms.
This unified view enables real-time personalization at a massive scale, driving fan loyalty and engagement:
- Delivers real-time alerts for high-priority news, such as breaking transfers or matchday drama, are delivered instantly via web and app push notifications, tailored to each fan’s preferences.
- Sends personalized messaging triggered by behavioral insights and geolocation — for example, as sending a location-based push notification when fans enter a stadium.
- Empowers fan-driven content creation by allowing fans to use Adobe Express and Firefly generative AI within the Fantasy Premier League app to design custom badges and kits, turning fan creativity into organic promotion.
Adobe powers a data-driven playbook to understand and deliver what the Premier League's diverse global audience needs digitally, ensuring the best of the Premier League is delivered directly to fans.
Personalized mobile moments that bring your customers closer.
Investment in strategic mobile engagement is driving the shift from campaign-centric to customer-centric journey management. As consumer expectations shift toward personalized experiences, starting your journey orchestration efforts with mobile enables you to rapidly test and deploy use cases that demonstrate the value of personalized customer journeys.
Most importantly, a successful mobile-first approach lays the foundations for orchestrating personalized journeys across every other channel in your marketing mix, allowing you to tailor more customer experiences with real-time context and deliver more value into every moment.
It’s time to reimagine mobile customer engagement.
The journey starts here.
Adobe Journey Optimizer enables brands to act on real-time data to orchestrate personalized, omnichannel journeys that are consistent, contextual, and delivered at the right time. It empowers teams to create and deliver real-time, individualized customer journeys and scheduled marketing campaigns across any app, device, screen, or channel — all from one canvas.
The result: Meaningful brand experiences that boost customer loyalty and increase lifetime value.
Sources
“2025 AI and Digital Trends Report,” Adobe for Business, 2025.
“2025 Holiday Shopping Trends,” Adobe for Business, 2025.
“Adobe and Premier League partner to power next chapter of personalized fan experiences”, Adobe for Business, July 2025.
“Personalization at scale is the future of guest experience,” Adobe for Business customer story for Marriott International, 2024.
“Refreshing billions around the world,” Adobe for Business customer story for Coca-Cola, 2023.
“Reimagining customer journey management: connecting with customers on their terms,” Adobe for Business & Concentrix, 2024.
“The total economic impact of Adobe Real-Time Customer Data Platform, Journey Optimizer, and Customer Journey Analytics: Business benefits and cost savings of applications natively powered by Adobe Experience Platform,” Forrester Research, November 2023.
“TSB’s partnership with Adobe is elevating digital banking experiences and boosting money confidence for millions,” Adobe for Business customer story for TSB.
Title
Reimagine mobile customer engagement.
cardDate
2026-02-02
cardImage
CardDescription
Discover how Adobe helps brands deliver personalized, real-time mobile experiences that build loyalty and drive growth.
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caas:content-type/guide
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caas:content-type/guide, caas:products/adobe-journey-optimizer
