Adobe: data and personalisation will power next generation business

Adobe has announced further enhancements to its cloud-powered marketing and content management suites, which it believes will help publishers and brands achieve greater engagement with their customers.

These enhancements include improved traffic analytics and subject line suggestions for marketing campaigns, greater mobile optimisation with Adobe’s Mobile Core Services SDK and smarter video advertising tools, which claim to offer a smoother experience to consumers and report more data to marketeers.

Brad Rencher, executive vice president and general manager of Adobe’s digital marketing business, introduced the new additions intended to help its customers understand more about their consumers, during the Adobe Summit EMEA at Excel, London.

Data and personalisation is what Adobe believes the next generation of successful businesses – “the wave of the experience business”, in Adobe’s words – need to take seriously.

“The experience business is about surprising and delighting your customer at every single touch point and part of their lives. To do this, the enterprise, as a whole, needs to become experience obsessed,” said Rencher, adding that businesses need to have a “holistic view of your consumer” across their entire business.

He added: “The experience business wave is now the new competitive battleground. The first companies to adapt and evolve will be wildly successful. The lagers, they’re going to get called out by their customers, publically and loudly.”

New enhancements for Adobe Cloud Platform

To give enterprises the means to compete in this new digital battleground, Adobe announced additional enhancements to the suite of services on its Adobe Cloud Platform.

Adobe’s Dynamic Creative Optimization (DCO) has now been integrated across Adobe Marketing Cloud, giving businesses the ability to provide a more consistent and personalised offering for customers. For example, advertisers can push stock photos directly from Adobe Experience Manager (AEM), or place them directly into their campaign feeds to be delivered across their channels.

These changes come as marketers and publishers are struggling to react faster to the demands of their audiences, Adobe said, adding that better analytics are key to helping businesses understand where they should be investing their resources.

To that effect, Adobe provided new upgrades to its Marketing Cloud, Creative Cloud and Document Cloud platforms.

For Marketing Cloud, a new auto-allocate function highlights precisely which content is the biggest web traffic driver. There is now a subject line suggestion engine to help choose to the most effective terms for newsletters and social media.

Creative Cloud now has the ability to recognise a font by taking a photo, similar to how Shazam can tell users what song is playing.

Document Cloud now has smarter document processing, and is able to determine what is and is not a document.

Along with improvements to the text portion of online campaigns, Adobe is keen to make video advertising far less intrusive.

During a keynote, Adobe’s senior solutions consultant, Iona Walters, demonstrated the company’s new video advertising system, which she described as a “fully integrated marketing video stack”.

Rather than buffering the advert and then the video content, Adobe’s technology layered the ad and video together, which, in theory, should make video ads more tolerable to viewers. Adobe will also provide stats for completion rates and total viewing times, and so on.

More information about the announcements at Adobe Summit can be found here.

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