Fueling the Experience Business

by Aseem Chandra

posted on 04-28-2017

Digital has disrupted the way consumers engage with brands, and people’s expectations are at an all-time high. Brands own each and every moment of interaction with their customers, and over time, only exceptional experiences lead to long-term relationships. Creating experiences that drive brand loyalty is very much the focus of Adobe Experience Cloud, which we announced at Adobe Summit last month.

Content Powers the Digital Experience.
As brands seek to consistently deliver the best possible experience in the moment it matters most, content is what fuels that experience. When done right, content can and will drive business impact, and it holds the key to driving brand loyalty that results in conversions.

Yet, companies are challenged to deliver engaging, highly personalized content that builds a positive, emotional connection during each customer interaction — regardless of the device or channel — and do so at a high velocity. According to International Data Corporation (IDC), 71 percent of marketers say they must create 10 times as many assets nowadays to support customer-facing channels — not to mention that the number of channels they are creating content for has exploded as well.

This is precisely how we’re helping customers with Adobe Experience Manager (AEM) — part of the Adobe Marketing Cloud — which powers digital experience management and delivery as part of Adobe Experience Cloud.

Announcing the Next Generation of AEM to Fuel Fluid Experiences.
Today, we are announcing the general availability of AEM 6.3, which enables brands to deliver the most memorable, unique, and actionable experiences to customers. We know that consumers interact with brands nowadays in more ways than ever before — via not only mobile and Internet of Things (IoT) devices, but also Pinterest, connected cars, and even ATMs. AEM 6.3 delivers content experiences beyond owned properties — to affiliated properties across web, mobile, and IoT — at the scale required for an Experience Business. With the help of data and actionable insights, customers can determine what content will create the most memorable experience for a particular individual at that moment in time.

This latest release helps realize the vision of “fluid experiences” — experiences fueled by content that flows and adapts to its context with the help of artificial intelligence (AI) and machine learning. Following are the new features we are introducing that extend AEM’s capabilities even further than before:

1. Fluid Experiences
Fluid experiences enable brands to optimally deliver adaptable content beyond owned to affiliated channels and across different formats and touchpoints. To help achieve fluid experiences that are assembled instantly for the right format and context, we’ve introduced innovations that combine the omnichannel content management of AEM with the AI powers of Adobe Sensei. AEM has evolved beyond rich tools for websites, forms, and community engagement to become a solution that is also capable of flowing content into other third-party sites, screens, and IoT devices.

2. Real-Time Assets at Greater Scale
With assets becoming the cornerstone of digital marketing to help facilitate digital transformation, AEM now offers enterprise-level scalability and performance of digital asset management, and we’re enabling richer integration of both brand- and user-generated content (UGC). For example, brands can source and obtain permission for UGC within the AEM interface.

3. Faster Time-to-Value
With increased pressure to capture the attention of customers by creating, managing, and deliver personalized content more quickly, brands can now achieve business value more promptly with production-ready responsive components. We’re accelerating the ability to set up websites, digital-asset management, and forms with user-experience (UX) best practices and tools to connect to enterprise systems such as customer-relationship management (CRM). This release also provides broader options and support for increased flexibility and accelerated time to market in the Cloud.

Digital Drives More Business.
Digital transformation spans industries — whether it’s retail, financial services, healthcare, or manufacturing, businesses everywhere must make the digital leap. Let’s look at what digital transformation means for some of the world’s most innovative brands and how they are leveraging AEM to provide immersive, highly personalized experiences for their customers:

Philips — a global healthcare, consumer-lifestyle, and lighting company — serves a diverse base of customers worldwide. The company’s digital presence spans customers in 79 markets and 38 languages, and its one-million pages of website content receive over 1.4 billion views each year. Philips looked to Adobe to simplify and standardize new information for employees and enhance the quality and speed of delivery of on-brand content, which would, in turn, improve the customer experience. The company can now easily produce and deliver continuous, personalized experiences that are highly attuned to the context of each customer. AEM has automated the daily updates of over 30,000 digital assets, including product images and videos, and has transformed its one-million pages of online content into fluid, responsive webpages.

Wyndham Hotels and Resorts
In the travel and hospitality industry, Wyndham Hotels and Resorts set out to overhaul its technology platform to drive increased loyalty for its large portfolio of brands. Recognizing the growing importance of mobile as it relates to travel research and booking, Wyndham needed a digital asset-management infrastructure that could scale with speed and flexibility while meeting customers’ needs across all touchpoints in seconds — and sometimes less. To drive more bookings, the travel giant wanted to bring its brands to life with immersive, engaging digital experiences. With AEM as its repository for over 300,000 images and content for over 7,500 hotels, Wyndham can now create memorable moments across all customer touchpoints in the most unique and meaningful ways — ways that weren’t possible beforehand. The hotel giant transformed the way it engages with customers, both online and via mobile, resulting in increased conversions, more revenue for hotel owners, and improved customer loyalty.

Franke Group
Franke Group, a European-based manufacturer of residential and professional kitchen systems, was facing commoditization in a competitive market. The company leveraged virtual-reality technology within 3D webpages, forever changing how buyers purchase kitchens and driving business value and increased sales. Customers can now interact with and personalize Franke’s model kitchens and products in ways that could never be done on a showroom floor, helping each buyer create an environment that most closely resembles his or her current or future kitchen to aid in the purchase decision. With AEM, the company increased visitors’ time spent onsite by 40 percent, reduced its website churn rate by 15 percent, improved efficiency, and lowered costs.

It’s Time to Begin Your Digital Transformation.
Our customers are achieving tremendous business value through their digital transformations powered by Adobe Experience Manager. It’s an exciting time to be an Experience Business, and we’re supporting our customers on that journey — both today and as their journeys evolve alongside future technologies. The time is now for brands to invest in their digital foundations. Take the first step today by learning more about Adobe Experience Manager and how it helped Philips and Franke Group manage their digital transformations.

Topics: Content Management