We could spend all day today just talking about the new products and product updates coming out of the Adobe Digital Marketing Summit, and we likely will. Here's the first kick at the news covering the Marketing Cloud.
The Marketing Cloud Expands
I'd like to say "let's start with the meat of the news", but to be honest, it all sounds pretty important for Adobe customers. So I'll just dive in and get it out for you to decide.
A New Touch Interface
Doesn't matter if you are working on a tablet, or one of the new touch-enabled laptops, Adobe now offers a new touch UI for authoring that it believes is the future of how we will work. It will be available for Summit attendees to play with, so we are hoping our Dan Berthiaume will be able to push his way through the crowd to give it go.
Adobe told us that the new interface will be integrated in all Digital Marketing tools throughout the year.
More Interface Updates
The touch interface isn't the only thing new in the UI for the Marketing Cloud. Adobe has also added new features called Cards, Feeds and Boards. These features are meant to enable collaboration and quick insights to what's happening with campaigns.
- Cards: A card is basically a way to share information among team members related to content or data in a campaign. Cards can include comments and annotations.
- Feeds: A feed is an aggregation of shared cards, offering a single quick view of important information.
- Boards: A board allows a user to collect and curate cards, users can comment and annotate boards as they do cards. Boards are meant to support collaboration among marketing teams.
Along with the interface updates, there's also a new unifed login for the Marketing Cloud and a soon to come campaign set up wizard.
Adobe Experience Manager DAM
First let's talk about the integration between the Marketing Cloud and the Creative Cloud, which is essentially, a new digital asset management solution. The new DAM solution comes as part of the Adobe Experience Manager (a part of the Marketing Cloud) and is deeply integrated with the Creative Cloud which is where all your creative assets are, well, created.
What you are looking at is integration with Creative Cloud applications, including workflow integration, and metadata support. You are also looking at integration with Adobe Scene 7 -- Adobe's hosted solution used to get dynamic video and photo content to digital and print channels.
What does the new solution mean for you? It means support you can manage your assets in one place for all your channels/devices, and it will support responsive design architectures.
Mobile, Social Updates to Experience Manager
The Adobe Experience Manager (AEM) is a combination of CQ (web content management), dynamic media and delivery with Scene 7 capabilities. To support this omnichannel experience we keep talking about, AEM has a lot of additional new capabilities:
Mobile/Tablet/Retina optimized: This means that AEM support responsive design. But not just basic responsive design as we understand it. Adobe also has what it considers a unique offering in that its responsive design capabilities also support handing video and images. This approach reduces the download size of pages by delivering images in the actual device resolution.
We'll also see deeper integration with PhoneGap for mobile app development. This includes using a common set of content/data across experiences. And of course that cool UI touch experience we mention above.
User Generated Content: The organization isn't the only one delivering content and AEM now supports user generated content with new Communities and Forum capabilities. Also, AEM enables you to link social profiles with brand properties via social login (Facebook and Twitter).
It's also worth noting that AEM's social capabilities aren't standalone offerings, they can be integrated into the website via components and customized as required.
Social Communities in Adobe Experience Manager
Content Marketing: Another big discussion point in the world of digital marketing and customer experience, AEM offers simple article based authoring and integration into the Digital Publishing Suite, enabling the sharing of content across digital properties.
Purpose Driven Experience: This goes along with the hybris partnership Adobe currently has. It also supports landing pages for demand generation by allowing designs and layouts to be imported into AEM without template coding.
Deeper Personalization with Adobe Target: Personalized, contextual content is key to any experience and Adobe does support that capability. New is the abilities to customer the experience for segments down to individual components on a web page.
Third Party Marketing Integrations: API integration for Email Marketing providers (Out of the box you get integration with ExactTarget). There's also integration with Salesforce using the Force API in your component development.
Have I hit everything? I think so, but if I haven't, keep a watch out, we'll have more to say as the Summit goes on.
Says Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe
The static website is long gone, and personalization is essential to an effective Web content management solution. We’re leading this charge and with the new Adobe Experience Manager will extend that leadership even further. With key innovations across mobile, social and video, backed by the powerhouse combination of Adobe Marketing Cloud and Creative Cloud, no one is better positioned than Adobe to help organizations deliver consistent, compelling experiences across online properties that build brand and drive revenue.”
Do you agree?