Adobe Marketing Cloud enhancements aim to upgrade customer experience

Adobe has created new capabilities for its marketing cloud solution to offer "seamless workflows across content composition."

Adobe has introduced several innovations across Adobe Marketing Cloud and Creative Cloud at the Adobe EMEA Summit in London today.

The new capabilities are said to offer tighter integrations and seamless workflows across content composition, marketing execution and data:

• Simplify bringing an email from conception to execution

Adobe is eliminating the tedious process of moving back and forth from design software to an email marketing solution. Integration of Adobe Dreamweaver with Adobe Campaign allows email designers to create emails in Dreamweaver that automatically sync with Adobe Campaign and send personalised, contextual emails faster than ever before. This integration is now generally available. Marketers can also edit images in Adobe Campaign through the integration with the Creative Cloud’s Creative SDK to create and deliver personalised emails at scale. This benefits organisations 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 customised message and approach for their markets.

• 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 synchronised based on metadata applied in Creative Cloud in the industry-standard XMP format. This ensures marketers only use the latest and most impactful brand assets. In addition, marketers can now quickly edit professionally designed InDesign templates directly within Experience Manager through integration with Adobe InDesign Server.

• Develop custom, programmatic workflows between Creative Cloud and Marketing Cloud

For the first time, developers can opt to receive notifications when a new event in Creative Cloud occurs, then take action on that content, whether applying additional metadata, or moving assets into 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, then can move that content into AEM.

Aseem Chandra, VP, Adobe experience manager & Ttarget

Aseem Chandra, VP, Adobe Experience Manager & Target, said: “The influx of data, new touch points 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’ ability to provide differentiated, exceptional experiences for customers 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.”

Adobe also announced new capabilities that enable marketers to better search, orchestrate and manage content that’s highly personalised and engaging:

• Quickly deliver content to any connected screen in the moments that matter

Adobe is helping marketers surface the right content precisely when an individual needs it – regardless of the device that person is using. With Fluid Experiences, within AEM, content and layout is automatically adjusted to power any connected experience, whether it’s a website, mobile app, ATM, VR console or 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 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 be in beta in June.

• Intelligent image discovery

Adobe is evolving Smart Tags, 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 and eases marketers’ challenge of finding digital assets. This new Smart Tags capability will be in beta later this year.

• Extend opportunities for optimisation

To optimise the countless number of digital touch points, Adobe Target is introducing a new Experience Optimization Framework. With the framework, marketers can extend personalisation anywhere – across the web, mobile apps and any connected screen, including gaming consoles, call centres and more. For example, brands can provide more meaningful responses to customers from artificial intelligence-driven voice assistants like Alexa.

• Create multilingual email campaigns

Adobe is helping marketers create and send email marketing campaigns in different languages with an integration between Adobe Campaign and AEM. Email marketers can now author compelling, personalised multilingual emails directly in AEM and seamlessly send the emails via Adobe Campaign. Gone are the days of painstakingly creating individual email campaigns for each and every language needed to reach consumers.

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