Delivering a seamless customer experience across touch-points is today more crucial than ever for effective marketing campaigns, that reach the right customer at the right time with the right content. Accordingly, Adobe integrated now its Adobe Campaign (formerly Neolane) and Adobe Experience Manager into the Adobe Marketing Cloud.
This combination of Adobe’s leading cross-channel campaign management and web experience management solutions will let marketers work from a single digital asset management repository and integrate data from both anonymous visitors and identified customers to create a personalized customer experience. In addition, Adobe introduced a series of enhancements that allow customers to better harness the power of Adobe Campaign.
“Marketers need a better way to create, optimize, and deliver content across all online and offline channels,” said Suresh Vittal, vice president, marketing strategy, Digital Marketing, Adobe.
“The integration between Adobe’s leading web content and campaign management solutions enables marketers to deliver unparalleled, personalized experiences in the channels their customers prefer. This milestone is the first of many that will showcase ongoing and deep integration of Adobe Campaign with Adobe Marketing Cloud.”
In fact, Adobe Marketing Cloud includes a complete set of analytics, social, advertising, targeting, Web experience management and cross-channel campaign management solutions and a social-enabled UI that brings together everything marketers need to know about their campaigns.
New key functionalities, thanks to Adobe Campaign, include:
- Real-time interaction management and scalability – Marketers can now effectively deliver large volumes of campaigns, offers, data, and interactions with an enhanced real-time marketing infrastructure.
- Distributed marketing improvements – New tools, processes, and assets make it easier for marketers to create and customize local campaigns.
- Reporting enhancements in transactional messaging – Transactional messaging, which completes or confirms a previously agreed upon transaction such as order or delivery confirmations, provides marketers an opportunity to increase brand loyalty and drive incremental revenue.
This announcement builds on the recent unveiling of a new pricing structure for Adobe Campaign, which took an important step toward helping marketers scale and unify their campaigns in a way that is not cost-prohibitive or tied to email CPM, and more importantly, aligns with how they communicate with each customer in a personalized manner.
“Companies need cohesive digital customer experiences, but marketing and eCommerce groups often operate in silos with differing objectives, which leads them to buy and operate independent solutions for brand content and transactions. Customers need unified experiences while marketers and eBusiness professionals need the tools to manage these experiences,” wrote Peter Sheldon and Stephen Powers, Forrester Research, Inc.
The upgraded features to Adobe Campaign are expected to be available in Q1 2014, allowing marketers to get data and insights into their campaign faster than ever to act smarter and be more efficient.