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Adobe News & Analysis

Did Forrester Get Its Digital Experience Wave Right?

customer experience, Did Forrester Get Its Digital Experience Wave Right?

If it hasn't sunk in yet for digital experience providers, let's remind them: Forrester sees no leaders in digital experience delivery platforms.

The results came from the research giant's first Forrester Wave for Digital Experience Delivery Platforms. So why no leader? 

CMSWire asked Forrester Wave authors Stephen Powers, vice president and research director, and analysts Anjali Yakkundi and Mark Grannan.

Choose the Right Path to Mobile

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We're more than halfway through 2014 -- the year when mobile usage will surpass desktop computing -- but many marketers and technologists are still scratching their heads about the best way to create a satisfying experience for mobile customers.

"Mobile is going to be there all the time. It's going to be in your face. So, really, are you ready for that?," asked Fred Faulkner, director of marketing and digital strategist for ICF Interactive (formerly CITYTECH). During a CMSWire webinar yesterday, he fired off a series of questions to mobile minded managers on the call. (Watch the Webinar)

"Are we ready for the 2.3 billion people who are going to be using smartphones by 2017? Are we ready for the fact that, of the smartphone users today, 62 percent are expecting a mobile friendly website?," he asked.

Forrester Wave: No Leaders in Digital Experience Delivery

customer experience, Forrester Wave: No Leaders in Digital Experience DeliveryWho's driving the digital experience train today?

No one, says Forrester.

In its first Forrester Wave for Digital Experience Delivery Platforms, released today, analysts said no vendor offers a truly "end-to-end solution."

"Overall completeness and adoption" in this space is "middling," according to analysts.

Unified platforms are "more myth than reality," they wrote in the Wave.

Despite no leader, Forrester did cite Adobe and hybris (SAP) as "pioneers" that offer the most complete options while IBM and Sitecore "aren't far behind."

Marketers Like Oracle Cloud's Summer Releases #interact14

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It's one thing to spend a couple of billion dollars acquiring digital marketing technologies and another to make them truly useful to today's marketers.

Nobody knows this better than companies like Oracle or Adobe, who went on multiyear shopping sprees to beef-up their capabilities in email management, social listening, customer analytics, email management, omnichannel messaging and other areas. The big question was could these companies quickly integrate these products in a meaningful way amid a fast-changing marketing industry.

Oracle, a newer player in the "marketing cloud" arena, showed off a series of its summer releases today at its Interact 2014 show in San Francisco, drawing boffo reviews from many of the 1,000-plus marketers in attendance. Clearly, the unofficial theme of the conference is "we are very, very good at integrating," as marketing cloud General Manager Kevin Akeroyd told us last evening.

Adobe and Neolane, 1 Year (and a Few Days) Later

Thumbnail image for 2014-16-July-Stephan-Dietrich.jpgSay “Adobe” 10 years ago and people would think “pdf” or “Photoshop.” Heck, say “Adobe” five years ago and people would think “pdf” or “Photoshop.”

While those words still come to mind when you hear Adobe today, chances are you are just as likely to think Marketing Cloud.

Adobe has come a long way since its acquisition of Omniture in 2009, which set the groundwork for its current Marketing Cloud.  

With last year's purchase of Neolane, Adobe came one step closer to realizing its goal of bringing the right and left brains of marketing together. Vice President of Adobe Campaign, Americas and Neolane co-founder Stephan Dietrich sat down to discuss the progress made in the first year since the acquisition announcement and the road ahead for the Marketing Cloud.

Oracle: Our Marketing Cloud Is the Biggest #Interact14

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Oracle kicked off its Interact 2014 conference today by noting it has added 350 marketing applications and data partners in the past year. That's resulted in "the industry's largest marketing technology ecosystem."

As part of that, Oracle said its AppCloud now includes 235 fully integrated apps. Its BlueKai program has about 300 partners in data, media, privacy and technology that leverage BlueKai data for solutions that extend beyond ad targeting.

The announcements, issued hours before the conference opened, said the growth means clients can more easily build a personal dialogue with customers across channels, a goal that has evolved into something of a Holy Grail for digital marketers. Perhaps more significantly, the conference is also providing some clarity on Oracle's roadmap for integrating its costly acquisitions, including $871 million for Eloqua, $1.5 billion for Responsys and an estimated $350 million-plus for BlueKai.

Forrester: Move Faster on App Development

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Developing great apps takes time, but in the age of the customer that time is measured in days and weeks -- not months.

Customers simply aren't going to wait for their smartphones to grow outdated while the IT staff designs, hand-codes, tests and finally releases a new app. No wonder there is simmering tension between marketers who want to enhance revenue and the IT staffer who must cope with shrinking resources and rising demands.

Enter "low-code" app development, a process that Forrester says will "speed up development by allowing application development and delivery (AD&D) teams to eliminate barriers to customer participation in projects as well as [expediting] handoffs between phases of projects."

In a 'Troubled' WCM Sector, Analysts See 3 Innovators

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Fireworks may explode in the night sky as the US celebrates the Fourth of July weekend, but things are much quieter in the web content management market.

The frenetic pace of nine-figure WCM acquisitions of the past four years ended before Christmas, and the once-deep river of venture capital funding for fledgling players ran dry long ago.

Market shifts and technology trends -- the somewhat surprising strength of mobile, the stampede to Software-as-a-Service (SaaS), a growing infatuation with digital marketing -- were missed by many players, leaving the field "fragmented" and "troubled," according to fresh research by Matt Mullen and Alan Pelz-Sharpe at 451 Research.

A Cheaper Alternative to Marketing Analytics

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If 2012 was the year of the cloud and 2013 saw broad acceptance of big data, 2014 could go down as the year of cheaper analytics.

The year has been filled with announcements of new features from scores of vendors of all sizes, from SaaS providers like Gainsight and gShift up to pricier systems from Adobe, IBM, SDL and Oracle.

The latest example comes from Rival IQ, an 18-month-old, seed-funded startup in Seattle that already claims thousands of users, including "a healthy community of paid users," according to CMO Margaret Dawson — aka "Chief Marketing Badass, Fountain of Sarcasm."

Stop Screaming: Just Put Your Customers First

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Successful marketing is no longer about who can scream the loudest about their products. When this was the norm, the voice of the customer was drowned out by a cacophony of marketing mayhem. 

In the past two decades, things have changed. Marketing has evolved from product-focused to customer relationship management (CRM) focused. In other words, successful marketers today have shifted their focus from their products to the people who buy them.

In addition to closing the sale, marketers now realize that they need to find ways to continue the conversation. They need accurate feedback and preferences from their customers to better understand their needs, and it also needs to be done to scale as their customer base grows.

Adobe Doubles Growth to 2.3M in Creative Cloud Subscriptions

Adobe has more than doubled the number of subscriptions to its Creative Cloud, climbing to more than 2.3 million users, the company stated today.

The news comes as the San Jose, Calif.-based software provider announced 14 new versions of Creative Cloud desktop applications, including Adobe Photoshop CC, Adobe Illustrator CC, Adobe Dreamweaver CC and Adobe Premiere Pro CC.

Adobe calls it the biggest release since CS6. It also includes four new mobile apps, creative hardware, updates to Creative Cloud services and new offerings for enterprise, education and photography customers.

Gartner Rates These 5 Companies Tops in Campaign Management

customer experience, Gartner Campaign Management MQ: IBM, Oracle, Teradata, SAS, Adobe Lead

The four providers selected as the best in Gartner's Magic Quadrant for Multichannel Campaign Management last year made a return appearance and welcomed a new leader in the 2014 report.

Adobe joined the top dogs from last year — IBM, SAS, Teradata and Oracle — in the research firm's latest multichannel campaign management (MCCM) analysis. 

Gartner defines MCCM as a process that enables companies to define, orchestrate and communicate offers. It includes both inbound and outbound offers to customer segments across multichannel environments, such as websites, mobile, social, direct mail, call centers and email. 

"Digital marketing," researchers added in the Magic Quadrant report, "continues to integrate with campaign management, and it includes addressable branding/advertising, contextual marketing and transactional marketing. Digital marketing extends the marketing process through channels such as the Web, email, video, mobile and social applications, point-of-sale terminals, interactive TV, digital signage, and kiosks."

Cisco CMO Reveals Her Pain Points

2014 May 20 Blair Christie Cisco 320 centr tm.jpgAbout 15 years ago, Blair Christie made one of those life-changing decisions. She gave up her notion of seeking her fortune on Wall Street to become the investor relations director for Cisco, helping to guide Wall Street's expectations for the networking powerhouse.

This week, amid the hullabaloo of the sprawling Cisco Live conference -- it takes up all three halls in San Francisco's Moscone Center plus an adjacent high-rise hotel -- Christie said she's oh-so glad she found the way to San Jose, where she now serves Cisco as chief marketing officer.

Stepping aside from the hoopla from the conference, she shared an inside look at her marketing strategies with CMSWire. We were particularly interested in which tools the mammoth B2B tech vendor uses to market itself globally, but also asked her about her mobile and social strategies, and about her biggest "pain points" as a CMO. 

Adobe Users: Full Day's Work Lost in Login Lockout

customer experience, Adobe Users: Full Day's Work Gone Due to Login LockoutTom Edwards had deadlines to hit. Clients to answer to. Money to make.

He couldn't get any of it done when Adobe's software crash last week locked out him and the rest of its million users from its online subscription service.

"The login failure meant that we could not complete scheduled workloads for three of our customers, all of which had updates and changes to be made to their websites, one business critical, as well as finish design mock-ups for another client," said Edwards, founder & director of Digital Edwards, a Berkshire, UK-based creative and marketing agency. 

Adobe Creative Cloud Crash Locks Out Users

A software failure locked the one million users of Adobe's Creative Cloud out of "several Adobe services" for about 24 hours yesterday and Wednesday, the software giant announced. The services have been restored as yesterday, Adobe said.

"The failure happened during database maintenance activity and affected services that require users to log in with an Adobe ID," Adobe said in a statement.

Contacted today by CMSWire, an Adobe media representative said no officials were available to speak. He referred us to the Adobe blog on the issue.

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