Adobe Experience Manager Sites — Experiences for Modern Web

by Haresh Kumar

posted on 03-15-2019

Consumers are absorbing content in new and different ways across multiple digital platforms, leading them to have high expectations and preferences when it comes to user experience. They can establish strong loyalty, but only if brands provide an optimal and personalized experience from the first touchpoint and through the entire customer lifecycle. Brands also need to better recognize that in today’s digital world, attrition is just a single tap or click away. Think about it this way – would you return to a restaurant after receiving horrible service and subpar food?

Consumers are now spending more than a quarter of the day engaging with digital content, so brands have to go the extra mile to ensure consistent, connected and contextual experiences. But some brands still struggle when it comes to how they source or author content, manage content and deliver personalized experiences – and they need to catch up. Consumers are increasingly impatient and while some are frustrated with slow page loads, a large majority would stop viewing content altogether if it takes too long to load. This problem is only exacerbated as mobile becomes a preferred channel of consumption.

Evolving alongside ever-changing consumer needs

Modern day experience management technologies are quickly adapting to keep up with consumer expectations. It has led to a proliferation of new developer-friendly front-end frameworks that can deliver fast and immersive experiences e.g. Progressive Web Apps (or Single Page Applications SPAs). However, there are still challenges in regard to providing content that powers the experience, is on-brand and up-to-date and is reusable across channels. Adobe Experience Manager Sites addresses these challenges, ensuring content fits within existing workflows, is fluid and intelligent to effectively scale, and optimized for all audiences and digital platforms.

Content management platforms are mission-critical to implement, and Adobe’s latest set of innovations solves modern-day issues across three major use cases:

Providing a fluid experience

Reuse content across any end point powering headless content use

With a multitude of channels, content, integrations and an incredible amount of data to consider, the experience delivery model is shifting to SPAs, which delivers app experience over traditional web protocols. Front-end technologies such as JavaScript used to create digital web experiences extend to create mobile and IoT apps as well – dominant channels of consumer engagements. In Adobe Experience Manager 6.5, we are extending our SPA Editor to support server-side rendering and multi-site management to help with better SEO and further improve SPA performance – allowing for increased speed.

Our Adobe Experience Manager developers have flexibly used our JAVA APIs and HTTP APIs to use content-as-a-service for any application. With Adobe Experience Manager 6.5, we are extending support for Content Fragments on HTTP APIs to simplify the creation of content models and use them as JSON for headless uses. We are also announcing support for GraphQL, starting with commerce APIs, which will allow front-end developers to continue using their favorite tools with easy access to content from Adobe Experience Manager.

Addressing content velocity

Create and manage experience with agility

With Adobe Core Components and Adobe Style System, IT and marketing organizations can quickly create rich experiences right out of the box, radically minimizing the need for customizations. We will be adding seven more out-of-the-box open-source components, including but not limited to Teaser, Carousel and Video components. With Adobe Experience Manager Sites, simply drag and drop to configure components and experience rapid page composition and delivery.

Intelligence is key

Use ML/AI – Adobe Sensei – to transform experience management

As consumers increase their desire for highly-personalized experiences, we are making it even easier to integrate with Adobe Target to provide these experiences. With Fluid Personalization, you can export Experience Fragments – multi-channel experiences – as either HTML (full experience) or as JSON (for headless and SPA personalization).

There are a tremendous amount of beneficial innovations packed into Adobe Experience Manager 6.5. We’re looking forward to how our partners and customers leverage Adobe solutions to deliver engaging and consistent experiences across any channel, platform or framework.

Topics: Digital Transformation

Products: Experience Manager