Part of the Adobe Marketing Cloud, the newly enhanced Adobe Experience Manager comes in response to a recent Adobe survey entitled, “Digital Roadblock: Marketers Struggle to Reinvent Themselves“.
Adobe’s survey concluded that marketers need to reinvent themselves in order to succeed, with nearly three-quarters of participants stated that the main driving force behind this need for change is the expanded number of channels and platforms to reach audiences.
With this newly announced Adobe Experience Manager, Adobe have responded to this call from marketers by offering a more flexible development process for both web and mobile app marketing, delivering new capabilities and solutions for:
- Sites: Touch-enabled interface simplifies the launch of web and mobile sites, and a newly imagined template approach can help reduce project time by up to 50 percent. New dashboards give marketers greater insight into the most effective content on online properties, while support for automated translation helps reach global audiences faster.
Through integrations with leading commerce engines, Adobe Experience Manager now provides organizations the flexibility to build rich experiences that lead to purchases on their selected commerce platform.
- Assets: Interactive media experiences such as video can now be authored and delivered across channels. Advanced video features now include the ability to add annotations and measure engagement. New workflows help streamline tasks such as photo shoots for campaign launches.
Experience Manager Assets provides deeper integration with Adobe Creative Cloud, enabling Adobe’s leading digital media tools to store, sync and share assets with Adobe Marketing Cloud. Marketers can then use assets across Adobe’s digital marketing solutions, including Adobe Target, Adobe Campaign and Adobe Social, supporting the delivery of a consistent brand experience across all channels.
- Apps: Via integration with the new PhoneGap Enterprise, Experience Manager now provides the only mobile app development platform for both developers and marketers. Developers can quickly build cross-platform apps for retail services, financial services, and so forth.
Marketers can then use Experience Manager’s drag-and-drop interface to edit and add to apps, as well as push content updates from the web to apps. Marketers can also analyze app performance in real time thanks to a newly built-in integration with Adobe Analytics.
- Communities: As brands shift focus to building loyal communities on their own online properties, Adobe Experience Manager delivers a full set of capabilities designed to support them at scale. Organizations are now empowered to easily moderate communities and help boost engagement with sentiment analysis.
New machine translation provides community members the ability to select their language of choice, and helps marketers overcome communication barriers and grow brand advocates worldwide.
- Forms: Vast quantities of forms can now be created, managed and made available as part of websites, mobile sites and mobile apps, with capabilities to adapt to device types and user responses.
Forms can also be integrated with business processes, helping government agencies, financial services organizations and others increase efficiency and improve response times.
These newly introduced capabilities of Adobe Experience Manager are built on a unified platform, offering organizations the flexibility to deploy and manage digital experiences themselves or in the cloud via Adobe’s managed services.
Helping Marketers Succeed
In the wake of this major announcement, Aseem Chandra, the Adobe Experience Manager vice president, had this to say:
“Digital experiences have extended well beyond the PC to tablets, mobile devices, social channels, digital glass, and even wearables. Whether searching a mobile site, diving into a favorite tablet app, or participating in an online community, consumers expect brands to provide a consistent, personal experience every time. Adobe Experience Manager, as part of the industry’s most complete set of marketing solutions, is uniquely positioned to continue defining the future and helping marketers succeed every step of the way.”
The new Adobe Experience Manager is expected to be available by the end of May 2014 on a worldwide basis.
CMS Critic are live-tweeting from the 2014 Adobe Summit, so be sure to follow in order to keep up with the latest Adobe news.