Adobe Study Finds Digital Marketing Shines on Mobile, Social, Big Data

By Darryl K. Taft  |  Posted 2014-03-29 Print this article Print

The new release of Adobe Experience Manager features a touch-enabled interface, simplifies the launch of Web and mobile sites, and offers a new template approach that is designed to help reduce project time by up to 50 percent. New dashboards give marketers greater insight into the most effective content on online properties, while support for automated translation helps reach global audiences faster. Through integrations with leading commerce engines, Experience Manager provides organizations the flexibility to build rich experiences that lead to purchases on their commerce platform of choice.

In addition, dynamic, interactive media experiences, including video, can now be authored and delivered across devices. New video features now include the ability to add annotations and measure engagement. New workflows help streamline tasks such as photo shoots for campaign launches. Experience Manager Assets provides deeper integration with Adobe Creative Cloud, enabling Adobe's digital media tools to store, sync and share assets with Adobe Marketing Cloud. Marketers can then use assets across Adobe's digital marketing solutions, including Adobe Target, Adobe Campaign and Adobe Social, supporting the delivery of a consistent brand experience across all channels.

And combined with Adobe's new PhoneGap Enterprise, Experience Manager provides a mobile app development platform for both developers and marketers. Developers can quickly build cross-platform apps, such as for retail and financial services. Marketers can then use Experience Manager's drag-and-drop interface to edit and add to apps, as well as push content updates from the Web to apps. Marketers can also analyze app performance in real time through new, built-in integration with Adobe Analytics.

 "A top priority for us is offering customers the best user experience on any device," Chris Hansen, associate director of digital design and development for Internet sales at Verizon Wireless, said in a statement. "With advances in Adobe Experience Manager, new products can be delivered across more devices faster. We're impressed by the new digital asset management capabilities, which offer greater flexibility and control, enable companies to manage and deliver assets more efficiently, as well as keep coordinated on the experiences being driven by multiple teams."

Experience Manager delivers a set of capabilities designed to support online properties at scale. Organizations are now empowered to easily moderate communities and help boost engagement with sentiment analysis. New machine translation provides community members the ability to select their language of choice, and helps marketers overcome communication barriers and grow brand advocates worldwide.

"At DuPont, we are focused on solving the greatest challenges in food, energy and protection. To do this successfully, we must reach our customers around the world in a way that resonates with them and addresses the challenges they face," said Sandra Van Wormer, digital marketing director at DuPont, in a statement. "Adobe Experience Manager helps us to fulfill our strategies by enabling digital experiences that are optimized, and that can be efficiently leveraged across languages and geographies."

Moreover, large volumes of forms can be created, managed and made available as part of Websites, mobile sites and mobile apps, with capabilities to adapt to device types and user responses. Forms can be integrated with business processes, helping government agencies, financial services organizations and others increase efficiency and improve response times.

The capabilities of Adobe Experience Manager are built on a unified platform, offering organizations the flexibility to deploy and manage digital experiences themselves or in the cloud via Adobe's managed services.



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