At this week's Adobe Digital
Marketing Summit in London, hot on the heels of the release of Creative Suite 6 and the
Creative Cloud, the software company announced three new products.
Each release is aimed at helping marketers “Build compelling
personalized experiences that address complex digital marketing problems,” says Kevin Cochrane, Adobe's vice president of enterprise marketing.
Content management on the Web is
fundamentally changing and it was with that in mind, Cochrane explained, that Adobe crafted a set
of new products to help digital marketers focus on creating not only
compelling content but also compelling user experiences. He identified three primary issues
that digital marketers face in the current environment.
The first is,
obviously, driving revenue growth, especially with consumers who seem to become
increasingly indifferent toward online advertising. On today’s Web, users are
interested in targeted, personalized experiences, or they’re not interested at
The second consideration Adobe made was with regards to
marketing budgets, specifically ensuring that every dollar spent on a digital
marketing campaign is spent wisely. Thus, Adobe's
solution is designed to help marketers optimize their spending by measuring and
analyzing the impact of their efforts to determine the most efficient places in which they spend.
Finally, Adobe wanted to find ways to monetize a marketer’s
audience by making each user they reach a valuable asset in driving
The resulting products were Adobe CQ 5.5 Social Communities,
CQ eCommerce and CQ Cloud Manager.
A Software-as-a-Service (SaaS) app for
businesses to quickly launch marketing initiatives in the cloud, providing
access to an integrated set of Web Experience Management (WEM) services for the
creation, management, measurement and optimization of user-personalized
experiences on websites, mobile devices and social media.
After starting a marketing campaign, Cloud Manager lets
users remotely control a complete digital marketing solution from the cloud,
leverage capabilities available through a rich partner ecosystem and monitor
Adobe CQ and cloud infrastructure using real-time metering capabilities, among
other handy features.
An integrated solution that also leverages Adobe’s WEM platform. eCommerce manages and
optimizes the buying process for websites, mobile devices and social media by delivering a branded, personalized experience
incorporating the hybris multichannel commerce software.
Extending the reach of personalized digital marketing
campaigns across these channels allows marketers to present a targeted
experience to consumers from the point-of-engagement to the point-of-sale,
regardless of the device they’re using. In addition, e-commerce sites and apps
can be delivered on-premises or from the cloud, and using eCommerce in tandem
with Cloud Manager lets marketers speed the creation of branded, personalized
e-commerce sites that continuously scale to meet demands across all channels.
Marketers can better leverage social engagement across
owned digital properties to build loyalty and drive conversions. Information
from leading social networks (gathered, again, over multiple channels) helps
organizations make a social connection with users by allowing them to log into
their Facebook or Twitter accounts, and then use their profile information to
personalize the consumer’s experience.
This product can also be used with other
sources, like a CRM or website profile, to create a more comprehensive view of
each unique customer.
Plus, new social plugins make it possible for customers to
share content with their friends, making every new customer a potential brand
advocate, and immediately increasing each consumer’s value. Using this solution
with eCommerce lets businesses embed social elements into the product
selection and purchasing processes of their owned properties.
This new suite of digital marketing products has been built
to appeal to each unique consumer’s interests from the beginning, and then maintain
that personalized experience throughout the purchasing process to increase the
chances of conversion, maximize the value of the money spent and, with any
luck, create a lifelong customer and brand advocate.