Surviving an Arranged Marriage to Adobe Campaign

Picture this: Your CMO or Director of Marketing returns from the Las Vegas Adobe Summit completely enamored with Adobe Campaign (AC), boasting their grand ideas of its cross-channel marketing capabilities. They go on and on about how AC can do everything the company would ever need through a comprehensive marketing automation tool. And just as you suspected, the one that must be happily betrothed to this “marketer’s dream” is you—whether you like it or not.

If you’re anything like me, you probably smiled and nodded as they forced this new future upon you because reality is, if you want to maintain good standing in your current job, you don’t have a choice. So, again, if you’re like me, you begin to realize that you need to quickly get to know this Adobe Campaign, what it’s capable of, and how it’s going to “tie you down”—as your marriage to this unfamiliar tool is quickly approaching.

After some research, you find that Adobe Campaign isn’t all that bad; it is even beginning to seem attractive. You see that Campaign could actually provide a smoother avenue to reach customers. Here are some of the things you might find:

  • It has robust emailing capabilities. Whether your email needs include newsletters, announcements, featured products, events, sales promotions, you name it—Adobe Campaign can do it. It even has capabilities to send emails based on preset rules.
  • Your lead generation could really improve with AC.
  • It has impressive data-scrubbing abilities to help ensure emails on your list are not honeypots or other traps.
  • There are pre-send error-checking features to help make sure the content in your sends will populate correctly.
  • It will allow you to add large customer profile data sets, even if that means adding multiple data sets in the middle of a campaign.
  • The marketing customization capabilities are really advanced. You can base customization on not only first and last name, but also frequency of purchases, LTV, distance to store locations, and more.
  • You can integrate AC with the entire Adobe Marketing Cloud offering, including AEM, Analytics, Target, etc.
  • It will allow you to time your social posts to best correlate with a more overarching campaign.
  • You’ll have the ability to create lists of customers for direct mail campaigns and then integrate physical data from that list into your Campaign reports.

Now you’re thinking, “this is too good to be true,” and want to dig a little deeper to avoid being blindsided in this unavoidable union. Some of the shortcomings you find include:

  • Getting new users up to speed with Campaign. There isn’t a quick, simple, seamless way to do this yet. Though, Adobe has provided documentation on the tool, which gives users a simple way to quickly find answers to specific issues they might be having. And the training offered by Adobe helps, particularly the Cross Channel Marketing Optimization class (which costs money to attend). Bottom line is, if users are willing to put in the time required to learn this new platform, the information is out there (via Adobe-produced documentation, YouTube, and other third-party instruction); it just takes a lot of time and effort.
  • The OOTB reports on Campaign results need to be more robust. However, if you’re also an Adobe Analytics customer, you get the best of both worlds, and the skimpy OOTB reports won’t be an issue for you.
  • Minimal screen space for customizing campaigns. The space needs to be enlarged to help it not feel like such a cramped UI.

With a little more perspective on what to expect, I sense you’re feeling better about your upcoming union. Next steps? You should probably take AC on a couple of dates to help kindle a fire with your new partner—after the first few dates, the awkwardness will wear off, I promise.

In my next post, I’ll share some tips on how to prep for your first moments with Adobe Campaign. Subscribe to MarketingCloud41 to ensure you don’t miss it.