Adobe touts its Adobe CQ platform and the various marketing solutions it supports and integrates with as a means for marketers to easily manage and deliver multichannel digital content. However, while Adobe’s promotional materials provide an interesting overview of CQ, there is nothing better than actual end user experience to illustrate how well a particular technology works.
To that end, CMSWire recently interviewed two Adobe CQ clients -- online travel hub Travelocity and online self-service moving resource MyMove -- to find out more about exactly how they have been using Adobe CQ to improve multichannel digital content presentation and personalization.
Travelocity Streamlines Back and Front End Digital Content Management
For Travelocity, the ongoing migration from a legacy Vignette Web CMS to Adobe CQ has enabled the company to streamline how it manages digital content on both the back and front ends of its customer-facing site. “The older Vignette platform used an older style and language that was not congruent with other technologies,” said David McCarty, Manager of Content Management Systems, Travelocity. “Adobe CQ is more current and up to date with the rest of our technology stack.”
So when Travelocity established a selection committee in 2012 to update its Web CMS, the committee created a matrix of all the company’s business and technology needs for a Web CMS and determined Adobe CQ was the best fit. Where Vignette’s back end content entry interface was based on forms, Adobe CQ offered a more user-friendly WYSIWYG (what you see is what you get) interface.
In addition, McCarty said native integration with Adobe Marketing Cloud applications and features such as Audience Manager, testing and targeting and other Adobe platforms makes Adobe CQ useful. “It encompasses the media aspect of images, media and digital asset management,” he said. “We have migrated a lot of the site and different brands.”
Those brands include country-specific sites for locales such as Canada, Mexico and Argentina. Travelocity also provides back-end online travel management functionality for third-party online entities including Yahoo, AOL and Capital One. McCarty said Adobe CQ’s responsive design capabilities enable Travelocity to perform “double duty” with reusable templates and components across different channels such as smartphone and tablet.
Thus general copywriters can create thematic content for reuse across a variety of sites and channels without having to understand all the formatting and other associated issues. In addition, content authors can easily create rich pages and copy that assist Travelocity’s SEO efforts.
MyMove Targets ‘First Millisecond’
MyMove is operated by Pitney Bowes subsidiary Imagitas, and Imagitas VP of Product Management David Corbett and SVP/CIO Jon Herberger recently sat down with CMSWire to discuss how transitioning to Adobe CQ has helped the online moving resource improve customer service and revenues.
The site offers checklists, tips and tools to help consumers who are going through a move. “People spend an exorbitant amount of money in a hyperconcentrated time,” said Corbett. “We offer ways to save money, such as localized coupons.”
Eighteen months ago, MyMove found that its existing Liferay Portal-based Web CMS was no longer meeting its need. “Marketing relied on IT to make changes,” said Corbett. “We needed to separate the application layer from the business layer.”
By removing the responsibility for making routine fixes to the Web CMS, MyMove could free up IT to focus on more critical development issues and increase speed to market of new features. In addition, Corbett said a new platform to replace the “labor-intensive, error-prone” Liferay platform would help MyMove focus on the “first millisecond,” which is just as crucial as the “last millisecond” marketers typically focus on.
“The first millisecond is also crucial,” he said. “If the site is down or the formatting is off, it’s a huge problem, especially if you’re not an established brand yet.”
Herberger said that Adobe CQ provides an “easy, intuitive” interface for marketing product managers and content authors. MyMove received the Adobe CQ build kit in May 2012 and completed rollout in September 2012, assisted by MSP CityTech.
“We have more confidence in the platform,” he said. “It’s clearly more stable and higher quality. We’ve raised the bar for the face of MyMove -- post-launch customer surveys show increased credibility scores.”
Herberger said Adobe CQ’s responsive design capabilities also allow MyMove to do more with the mobile channel, which is especially important since “consumers are likely to be disconnected” during a move. Revenues have improved year-over-year since Adobe CQ implementation was completed.