Adobe Launches New Marketing Cloud, Mobile Marketing Solutions #AdobeSummit

by Barb Mosher Zinck | March 25, 2014 10:59 am

I suspect that most of you know by now that the Adobe Summit in Utah is well underway and the product news is spilling out everywhere. Leave it to Adobe to kicks things off with a bang. And to be honest, there’s a lot of new stuff that customers will like.

In a conversation with Loni Kao Stark, director of product marketing for Adobe Experience Manager, I was told that Adobe has focused on several key innovations:

1. Investments must be fully integrated
2. Things need to be simple to understand (because we all know digital marketing and customer experience overall is hard enough)
3. A unified data platform, including Data, Content and APIs (Adobe Integrates Digital Publishing Suite with Experience Manager)

Nothing too difficult there to do there right? Yeah, right.

What I want to do is give you a quick run through of what they have announced, but then I think it’s worth a follow up to dig a little deeper into the new version of Experience Manager. Adobe Experience Manager is the heart of Adobe’s customer experience platform and the newest version brings with it some great capabilities. Another area that caught my interest is the new Master Marketing Profile – which Adobe claims is an industry first, so I’ll look at that a bit more closely.

For now though, here are your Adobe highlights.

A new set of core services have been added to the Marketing Cloud:

• The Master Marketing Profile (which I mentioned above) – This is a single view of the customer across all the Marketing Cloud solutions, and according to Kao Stark, customers will notice more relevant, personalized experiences, while having their privacy respected at the same time.
• Shared Assets – This is a new central repository to sync, store, search and share, as well as collaborate using the Adobe Creative Suite.
• Marketing Mix Planning – this is a technical preview only, but it shows you how to develop and optimize the mix of offline and online marketing. This is pretty important, because most organizations can’t afford to run digital marketing strategies separate from offline marketing strategies considering the two are becoming more and more intertwined.

Of course, you know there’s mobile news in there because Adobe is huge on mobile. In its Mobile Marketing package there are four big items to mention:

1. A brand new AEM and PhoneGap Enterprise offering – This is for developers and for marketers, providing a business user set of tools (instant authoring) of mobile app content (regardless of what type of app is built) and gives developers enterprise level support for designing, building and delivering a range of mobile apps across platforms.
2. Mobile Services 2.0 – Measure the effectiveness of mobile campaigns that go past the app download type stats.
3. Apple iBeacon Support - Don’t think i need to say more here
4. Adobe Campaign and Mobile Services 2.0 Integration – Send push notifications out to mobile users to support re-marketing activities.

Also announced today is a new personalization solution –  Adobe Target Premium. As part of the Marketing Cloud, Target Premiun leverages the behavioral data and reporting capabilities found in Adobe Analytics and mixes it with predictive analysis to support automated campaigns. Here’s what you get:

• Automated decisions
• Deeper targeting, taking advantage of the Master Marketing Profile
• Integration of Adobe Analytics for deeper reporting against Audience Segments and success metrics
• Integration with mobile apps to offer in-app A/B testing and targeted experiences using location and lifecycle data
• A visual experience composer

And finally, a little about the new Adobe Experience Manager. This is version 6 of what Kao Stark says is a key component for building digital experiences. AEM includes new projects, workflows, shared assets, and integrations. Some highlights:

• A new templating approach to create Sites
• e-Commerce integration
• Annotations in video playback
• Globalization with machine translations in Communities
• Analytics integration with Forms
• Customer Facing Mobile apps

Those are your highlights.  Stay tuned for a deeper look into the new version of Adobe Experience Manager, and the Master Marketing Profile – both key aspects of Adobe’s customer experience platform and necessarily components of a digital marketing strategy.

One last note before you head out. Adobe released its newsest study and there was one number that caught my attention in a big way. Of the 1000 marketers surveyed, 40% want to reinvent themselves, but only 14% know how to do that. 14% – what does that tell you? I think it means all the greatest technology in the world can’t help, if organizations don’t recognize digital experiences as a priority. Lack of training and lack of support were two of the biggest obstacles marketers face. Definitely something to think about there.

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