Experience Business Gives Brands and Agencies the Competitive Edge

by Ashley Still

posted on 03-20-2017

Digital transformation is top of mind for every global business leader. Cutting-edge brands know their future depends on designing and delivering smart, personalized and memorable experiences.

At Adobe, we make digital memorable, and today at Adobe Summit, we planted the flag for the next generation of innovation in experiences with our announcement of the Adobe Experience Cloud. Together with Adobe Creative Cloud and Adobe Document Cloud, Adobe provides enterprises everything they need to deliver exceptional customer experiences.

Winning the hearts and minds of modern consumers starts with design. Design compels which sneakers you buy and makes a mobile app indispensable. And, well designed content makes or breaks any marketing campaign.

Digital transformation is transforming how designers work and what they design. Interaction design is now an imperative – not just visual design. Design-at-scale is required as the volume of content explodes across media types, channels and market segments.

The leading global brands across industries are adopting Creative Cloud as a platform for design-led digital transformation, with 10 out of the top 10 retailers and 10 out of the top 10 media companies – as well as disruptors like Airbnb and Uber – now Creative Cloud customers. Whether designing and editing a major television show like Late Night with Seth Meyers; creating a standout, unique magazine-style e-commerce experience with Spree (Media24); or capturing tens of millions of views worldwide to WestJet Airline’s video marketing campaigns, these brands are scaling their organizations and delighting customers through cloud-based collaboration, artificial intelligence capabilities, and entirely new applications like Adobe Experience Design.

Great design alone is not enough. Brands need to be on the forefront of design – always – but they also need to produce and iterate on content more quickly between Creative and Marketing departments. We see enterprises moving to better integrate their creative-to-marketing workflows to achieve what we at Adobe call content velocity.

At Summit, we reinforced our leadership and commitment to enabling content velocity by launching new connections between Creative Cloud and Experience Cloud that will help our community of brands, marketers and creatives master digital transformation. We shared new ways creative assets can be pulled into Marketing Cloud from our desktop applications such as Photoshop CC, Dreamweaver CC, Illustrator CC, and InDesign Server, as well as Adobe services – Adobe Stock and Adobe XD. We announced the availability of Adobe Analytics and Adobe Social panels directly available in Premiere Pro CC, giving video creators the ability to instantaneously understand engagement of video content on social channels like YouTube and Facebook, and easily update and republish content to optimize engagement. And we unveiled the first developer access to assets stored in Creative Cloud through new beta APIs on adobe.io, Adobe’s cross-cloud developer portal.

Only Adobe provides integrated design, customer intelligence and marketing solutions that enable agencies and brands to create exceptional experiences for their customers.

Read more about what we announced at Summit.

Topics: Adobe Summit

Products: Photoshop, Premiere Pro, Creative Cloud