Adobe Marketing Cloud Links With Creative Cloud

Adobe announced a new linkage between its Adobe Marketing Cloud and Adobe Creative Cloud offerings, enabling marketers and creatives to work more closely together.

SALT LAKE CITY--Adobe announced it has improved the ability for digital marketing professionals to work with creative professionals by linking the Adobe Marketing Cloud with the Adobe Creative Cloud.

Part of this comes in the fact that Adobe announced the availability of a new Digital Asset Management (DAM) offering within its Adobe Experience Manager, a portion of Adobe Marketing Cloud. Adobe has reimagined digital asset management with both marketers and creatives in mind, giving organizations “unprecedented” capabilities to bridge workflows and more easily deliver consistent, high-quality experiences anywhere and on any device, Brad Rencher, senior vice president and general manager of the company’s Digital Marketing Business, said at the Adobe Summit 2013 here.

Adobe Experience Manager DAM is deeply integrated with Adobe Creative Cloud, which makes collaboration between marketers and creatives easier and stronger, and results in more efficient planning, production, search and global distribution of images, videos and other content, the company said. In addition, out-of-the box integration with Creative Cloud applications and comprehensive metadata support improves content quality, increases production speed, and ensures brand consistency and the ability to reuse assets.

The new offering also combines digital asset management capabilities with Adobe Scene7 for optimized video, dynamic media and personalized media delivery to the Web, tablets and smartphones, as well as in-store kiosks and displays and customized print products. This helps marketers get the most value from their digital assets by adapting and re-using them for rich mobile experiences, social sites and more, Adobe said.

By uniting the creation, management and delivery of all assets, marketers and content publishers can now support responsive design, which tailors the experience across devices, as well as manage the ever-increasing number of assets required to deliver the most personalized experience.

“Adobe continues to close the gap between creative development and technology, allowing marketers to increase their focus on what really matters,” Barbara Venneman, principal at Deloitte Consulting and national practice leader for Deloitte Digital, said in a statement. “By integrating Adobe Creative Cloud and Adobe Marketing Cloud, the Adobe platform now offers digital marketers the ability to smoothly manage and promote creative assets in a true omni-channel environment. This level of integration assists companies to break down the barriers between marketing disciplines to create cohesive, effective marketing units focused on brand enhancement, revenue generation, and customer engagement.”

Andy Jacobs, executive vice president and chief technology officer at MRM, a digital agency, said in a statement: “The convergence of Adobe Creative and Marketing Clouds in Adobe’s new digital asset management offering provides us a powerful platform to develop ideas with purpose and experiences that create value to people. There is no other platform that brings all facets of marketing and creative together for the collaboration and delivery of industry leading customer experiences.”

Adobe also announced that it upgraded Adobe Social, part of Adobe Marketing Cloud, with a redesigned user interface focused on interpreting and presenting social data in a more digestible format that helps social marketers prove business results. Adobe also introduced new ways for social marketers to work and collaborate better with their partners across the organization, and debuted Adobe Social for mobile phones and tablets. Social marketers now have a marketing tool that’s as mobile as they are, Rencher said.