Adobe Marketing Cloud Unleashes New Content Capabilities to Advance the Customer Experience
by Aseem Chandra
posted on 05-09-2017
The influx of data, new touchpoints and platforms, and increasing competitive pressure is rapidly changing how brands interact with customers. This — coupled with consumers’ expectations being at an all-time high — is pressing enterprises to reinvent the customer experience. And content is paramount to this. Content, combined with actionable insights, fuels marketers’ abilities to provide differentiated, exceptional customer experiences that span each and every interaction. Yet, marketers today grapple with sourcing and managing engaging content across touchpoints — and doing so at a fast velocity.
New Content Capabilities to Advance Customer Experience
At Summit EMEA, we’re excited to introduce several innovations across Adobe Marketing Cloud and Creative Cloud. These new capabilities not only offer tighter integrations and seamless workflows across content composition, marketing execution, and data; but also:
1. Simplify the Process — From Conception to Execution — of Creating an Email
Adobe is eliminating the tedious process of moving back and forth from design software to an email-marketing solution. The integration of Adobe Dreamweaver with Adobe Campaign allows email designers to not only create emails in Dreamweaver that automatically sync with Adobe Campaign, but also send personalized, contextual emails more quickly than ever before. This integration is now generally available. Through the integration with Creative Cloud’s creative software development kit (SDK), marketers can also edit images in Adobe Campaign to create and deliver personalized emails at scale. This benefits organizations that are orchestrating campaigns across numerous markets. Adobe Campaign’s creative SDK integration ensures local entities — such as bank branches, shops, or auto dealerships — maintain brand and customer-engagement consistency while providing a customized message and approach for their markets.
2. Streamline Workflows to Keep Content Fresh and Relevant on Brand Properties
Adobe is making it easier and faster for marketers to activate content designed in Creative Cloud via Adobe Experience Manager (AEM). With AEM’s digital asset-management system, content is automatically identified and synchronized based on metadata applied in the industry-standard XMP format in Creative Cloud. This ensures marketers use only the latest and most impactful brand assets. In addition, marketers can now quickly edit professionally designed InDesign templates directly within AEM through integration with the Adobe InDesign server.
3. Create Custom, Programmatic Workflows Between Creative Cloud and Marketing Cloud
For the first time, developers can opt to receive notifications when new events occur in Creative Cloud and then take action on that content — whether that means applying additional metadata or moving assets into Adobe Marketing Cloud for execution. For example, a developer can schedule text-message notifications when a creative file is changed or a new asset is uploaded to Creative Cloud and then move that content into AEM.
We’re also announcing new capabilities that enable marketers to better search, orchestrate, and manage content that’s highly personalized and engaging.
4. Quickly Deliver Content to any Connected Screen in the Moments That Matter Most
Adobe is helping marketers surface the right content precisely when an individual needs it — regardless of the device that person is using. With AEM’s Fluid Experiences, content and layout are automatically adjusted to power any connected experience whether it’s a website, mobile app, ATM, virtual-reality (VR) console, or Internet of Things (IoT) device. When Fluid Experiences is coupled with Adobe Target, marketers can easily test and personalize that content at scale — a new capability called Fluid Targeting. Both capabilities are powered by Adobe Sensei, our artificial-intelligence (AI) and machine-learning framework.
Fluid Experiences is generally available today, and Fluid Targeting will be in beta by June. Additionally, with new adaptive imagery capabilities in dynamic media, AEM customers can automatically optimize existing website images for mobile devices. This will also be in beta in June.
5. Intelligently Discover Images
Adobe is evolving Smart Tags (also part of AEM). Smart Tags enables marketers to easily add tags and find relevant images with the help of Sensei-powered automatic tagging. For the first time, Smart Tags can leverage a brand’s taxonomy to tag brand assets, such as logos, more precisely. This makes images more discoverable, easing the challenges that marketers face with finding digital assets. This new Smart Tags capability will be in beta later this year.
6. Extend Opportunities for Optimization
To optimize the countless number of digital touchpoints, Adobe Target updated its implementation framework to create the new Experience Optimization Framework. With this new framework, marketers can now create higher-performing websites and experiences and extend personalization anywhere — across web and mobile apps as well as any connected screen, including gaming consoles, call centers, and more. For example, using artificial intelligence-driven voice assistants like Alexa, brands can provide more meaningful responses to customers.
Content fuels the digital experience. With Adobe Marketing Cloud, brands drive loyalty with their content — ultimately, driving business results.
About Adobe Marketing Cloud
Adobe Marketing Cloud — part of Adobe Experience Cloud — empowers marketers to deliver experiences that differentiate their brands. Adobe Marketing Cloud — including Adobe Experience Manager, Adobe Target, Adobe Campaign, Adobe Social, and Adobe Primetime — helps brands manage, personalize, optimize, and orchestrate content, campaigns, and customer journeys. The tie-in with Adobe Creative Cloud makes it easy to quickly activate creative assets across all marketing channels.
Brands such as Barclays, Hyatt, MasterCard, NetApp, Philips, Scottrade, Sony Interactive Entertainment, Travelocity, T-Mobile, UBS, Verizon Wireless, and Wyndham Hotels and Resorts use Adobe Marketing Cloud.