Adobe merges assets from Day Software and Omniture acquisitions with in-house technology to deliver a new enterprise Web Experience Management solution.
In one of the
biggest enterprise announcements Adobe Systems has made to date, the company
introduced its new Web Experience Management suite, which merges Adobe
enterprise technologies with recently acquired Day Software and Omniture
WEM suite is a unified Web 2.0 content-management suite that combines optimized
mobile experiences, integrated Web analytics, social-media collaboration,
digital-asset management and campaign management, Rob Pinkerton, senior
director of product marketing at Adobe, told eWEEK.
company's entrance in the WEM market marks another important milestone in
Adobe's vision of delivering customer-centric solutions across organizations,
Pinkerton said. The new WEM suite will help IT professionals and developers
optimize digital channels to acquire new customers, gain customer insight and
deliver personalized experiences across devices-leading to better conversion
rates and a superior brand experience, he said. Marketers can deliver localized
and relevant content for targeted multi-channel campaigns.
kind of the last great business function in the enterprise to be automated,"
Pinkerton told eWEEK.
is high for businesses to become more social, personalized and interactive
while maintaining greater revenue at a lower cost," Rob Tarkoff, senior vice
president and general manager of Digital Enterprise Solutions at Adobe, said in
a statement. "This careful balancing act of effectiveness, improved customer
experiences and multi-channel optimization can only be achieved through an
end-to-end Web experience management solution. CQ5 from Adobe, combined with
the capabilities of Adobe Online Marketing Suite, gives business leaders
unrivaled intelligence and agility to bolster their company brand and incite
greater customer loyalty."
Adobe's new WEM solution represents a big step toward delivering a CEM (Customer Experience Management)
that powers immersive, multi-channel experiences, transforming how
enterprises engage, sell and service their customers. The WEM solution
incorporates product enhancements to CQ5 from
, including new modules for mobile and marketing campaign management
as well as new integration with Adobe Online
control of the CQ5 technology when the company acquired Day Software in October
2010. CQ5 is a suite of content-management tools including WCM (Web content
management), mobile, social collaboration, MCM (marketing campaign management)
and DAM (digital asset management) applications. CQ5 adds the capabilities of
Online Marketing Suite, allowing businesses to deliver more targeted content to
identified segments and transform a Website from a general communications
platform into a focused vehicle for lead generation and revenue acceleration.
the dramatic growth of smartphones, tablets and other connected devices, and
the huge adoption of social networks, online marketers must be able to engage
their customers across very diverse channels, including Web, mobile and social.
Marketers need an integrated platform that lets them create and deliver a compelling
and relevant experience-one that's tailored to the particular customer in the
context of their interaction," Melissa Webster, program vice president for
Content & Digital Media Technologies at IDC, said in a statement. "IDC
believes it will be critical for customer experience vendors to provide an
integrated suite of tools that is designed to deliver specific content to specific
customers in context-at any time, on any device-and that provides actionable
insight to help marketers optimize that content."
modules in the new solution include CQ5
, which extends the capabilities of CQ5 WCM and lets businesses
easily customize and repurpose existing content for optimal display across
screens and devices. In addition to Web-application development, CQ5 Mobile
enables marketers to edit content for native applications. With this module,
businesses can integrate mobile into multichannel marketing efforts, reduce
costs, connect with "on-the-go" customers and increase revenue, Pinkerton said.
Another new module is the CQ5
Marketing Campaign Management
, which is a marketing automation system
that enables marketers to plan and roll out multi-channel marketing campaigns
by orchestrating campaigns across Web, mobile, mobile applications, social
communities, social media and more.
Adobe's new WEM solution also features enhancements to existing CQ5 modules,
including CQ5 Social
, which provides online marketers with new tools to build
media-rich, interactive online communities that increase site repeat visits,
build customer brand identification and loyalty, and facilitate greater customer
insight for continuous optimization of new campaigns. With a new Forums
capability, users can also exchange and connect information within and beyond
the organization to employees, vendors, customers, prospects and other
updated the CQ Targeting
which is a unification of CQ5 and the Online Marketing Suite and empowers
organizations to gain real-time marketing agility to drive higher rates of
customer acquisition and return on campaign spend.
new solution, which features pre-built integration with Adobe
SiteCatalyst, powered by Omniture
, enables digital marketers to measure and
analyze customer interactions across channels for real-time updates to
targeting rules to drive greater relevancy and brand engagement for outbound
WEM solution also comes with built-in integration with Adobe
Test&Target, powered by Omniture
, which allows digital marketers to
analyze customer interactions and behavioral observations across channels to
boost online conversion rates and drive increases in sales pipeline and company
chief technology officer at Adobe customer New
, said, "As consumers use an increasing variety of devices,
platforms and channels to access mobile content, it becomes more challenging to
deliver a consistently high-quality experience for every user. The rollout of
CQ5 from Adobe will make it much easier to create and maintain mobile Web
presences and applications that reflect the full richness of our Website, with
an optimized mobile experience, no matter how readers choose to access our
content. In this way, we can help meet the needs and preferences of every
reader and leverage our strong customer relationships to compete against other
media companies across all platforms."
"Most of our
clients, CMOs and technology organizations inside Global 1000 brands, have
already invested in their Web, social, mobile and campaign infrastructures, and
face a real challenge today maintaining consistency across all these different
customer touch-points," Andy Peebler, senior vice president of the Acquity Group
, said in a statement.
"Historically, maintaining that consistency has meant a lot of systems
integration work to focus on the plumbing of customer experience management
versus the time spent understanding customer needs and developing actual
content and campaigns. Adobe's new CQ5 release will allow us as an agency to
spend less time on the plumbing and more time listening to customer needs and
developing compelling user experiences and campaigns to optimize our clients'
relationships with their customers."
And, for his
part, Dan Barnicle, vice president of content management and collaboration at SapientNitro
Adobe customer, said, "With the continued explosion of mobile devices and
increased adoption of social media, marketers need to deliver campaigns
that reach today's savvy, on-the-go consumer in a way that is both authentic
and adaptable. SapientNitro and Adobe share a vision for providing marketers,
businesses and IT professionals with the tools for delivering more
collaborative and dynamic customer experiences to organizations across
industries and devices. Today's launch of CQ5 from Adobe raises the bar on
Customer Experience Management for deploying optimized multi-channel campaigns
across mobile and social collaboration platforms."