Adobe Experience Cloud: Ingredients for a full-solution technology “Stone Soup”
In most industries, organizations are quickly migrating to full-solution technologies that enable more personalization, streamline content distribution, and house valuable content assets in a safe, reliable way. As a result, Adobe Experience Cloud is quickly gaining traction as one of the leading options, meeting the widespread need for full-solution technology. And even for some of the most experienced tech experts, the list of solutions Adobe Experience Cloud offers is a lot to comprehend all at once. Brad Meehan, an Adobe Experience Manager (AEM) Architect, describes a “Recipe for Personalization using the Adobe Marketing Cloud” in a blog post. We really liked his perspective and wanted to share some of his insight.
He explains that when added together, individual Adobe Experience Cloud tools can combine to make a delicious “stone soup … fully-personalized for a robust cross-channel marketing ecosystem.” Meehan summarizes seven of the Adobe Experience Cloud Stone Soup “ingredients” for the most personalized, full-solution technology available to marketers:
- Adobe Experience Manager (AEM) – A content management solution for building and maintaining websites while publishing adaptive audience-specific content (including mobile apps, form capturing, etc.). This solution allows users to create audience segments in order to publish more individualized customer-driven content.
- Adobe Analytics – A robust tool implemented to capture, organize, and manipulate data for in-depth customer experience analysis. Content authors can accurately learn about a visitor’s browsing experience and even begin to change content displayed based on visitors’ interactions with content. Along with the traditional web channel, this tool can be used for mobile apps, despite the difference in technology platform—not to mention its capabilities for content organization and networking purposes many companies need in offline circumstances (e.g. internal distribution of marketing materials, the organization of any type of company data, capturing internal employee content usage data, etc.).
- Adobe Target – A personalization tool allowing content authors to execute tests identifying effective content—so you can create compelling experiences for individual customers. After A/B or multivariate testing is performed, authors can better promote the best combinations of content to increase effectiveness quickly.
- Adobe Audience Manager – A data management platform used to create unique profiles that help match audiences to the most valuable content for their specific interests or needs. This tool is effective for all digital channels and can even identify users before they see a page.
- Adobe Campaign – A tool for more personalized campaigns for cross-channel campaign management (i.e. across all of your channels). This helps campaign managers keep their customer communication relevant—be that via email or in-app messaging. Don’t we wish all companies that had our email used this tool? Adobe Campaign really helps with customer retention and re-engagement.
- Adobe Media Optimizer – A tool to help automate and project an effective execution plan for ads—search, display, and social—all based on budget. It is done in real-time and can even manage target audiences.
- Adobe Social – A tool to help manage customer relationships on all social platforms. Social media managers can also target specific trending topics and track likes and followers.
The most valuable aspect of this soup that Meehan describes is each of these ingredients blends together in a clean, cooperative way. If you need one aspect of this soup and later decide to add to it, the merger is smooth—requiring minimal configuration to ensure seamless integration. In many cases, if a company is looking for a full-solutions technology, Adobe Experience Cloud won’t disappoint.
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