Adobe Makes the First Connection Between Experience Manager and Adobe Campaigns
Adobe Campaigns
Adobe is at the National Retail Federation Conference in the Big Apple this week to help promote the first integration between Adobe Campaigns (formerly Neolane) and Adobe Experience Manager (AEM). I suspect more than a few people have been waiting to see how the integration of the acquired marketing campaign technology platform would pan out.
Patrick Tripp, Senior Product Manager for Adobe Campaign, filled me in on the first level integration comprised. The integration essentially enables you to design, execute and deliver personalized experiences within a single environment. So when you are in AEM, you now have access to a dropdown that offers access to customer profile assets from Adobe Campaigns that will allow you to personalize the content – personalization placeholders Tripp called them. What this means is that you can personalize the experience now for both known customers and anonymous visitors. The integration also means access to a single digital asset library through Adobe’s DAM solution.
Not only can you better personalize your content, you can also create and publish content in AEM and have it show up in the content library for Adobe Campaigns. This supports a single location for content whether you are building an email campaign, a landing page, a website or some other type of content.
Adobe Experience Manager + Campaigns
Tripp noted that this was the first of many integrations planned between Adobe Campaigns and the Adobe Marketing Cloud. We can expect to see deeper integration coming that will emulate the entire design experience of Adobe Campaigns, and that means analytics integration and more. Expect to see those announcements during the Adobe Summit later in the spring.
The integration wasn’t the only thing announced today though. There are some enhancements to Adobe Campaigns including:
- Real-time interaction management and scalability improvements that support high volume offers. This uses a dedicated infrastructure within Adobe Campaigns.
- Distributed marketing campaign functionality that supports the ability to quickly create local campaigns without having to know the ins and outs of Campaign Manager. This is great for retail sites who tend to operate local deals, Tripp pointed out.
- Reporting enhancements that allow marketers to drive incremental revenue and increase loyalty through improvements to how transactional messaging is applied for current or prior sales transactions.
- Adobe Campaigns now support the German language.
Adobe acquired Neolane over five months ago, and it’s good to see the integration coming this quickly. But it’s only the first step that needs to happen to support a full experience for digital marketers. The good thing about Adobe is its regular updates throughout the year. And you know that it wants to have some big things to show at the Summit, so we can expect the new integrations will be that much better.
This video is on the marketing pitch side, but it shows you how Campaigns works at a high level:
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