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Adobe Summit Day One: Adobe Touts Major Upgrades to Campaign and Experience Manager; Introduces Two Solutions for Its Marketing Cloud (Video Demonstration)

Adobe Campaign Standard, a new version of Adobe Campaign designed specifically for email marketers. The solution is natively integrated into the marketing cloud with a single sign-on, and enables users to share audiences across all solutions. Adobe Campaign Standard also offers a single marketing view of all customer data, and empowers marketers to react in real time to individual behaviors, automatically change and personalize content in emails, and create and manage campaigns across mobile devices.

"It's an industry-first solution," Kerry Reilly, director of product marketing at Adobe Campaign, explained in a briefing. "Through integrations with other solutions in the Digital Marketing Cloud, Adobe Campaign Standard provides more contextual, integrated, and coordinated emails. It's built for email marketers that want more," she added.

On top of the improvements made to its original six digital marketing solutions, Adobe debuted two new solutions for its Digital Marketing Cloud—Adobe Primetime, a platform that will enable brands to manage and monetize video content, and Adobe Audience Manager, Adobe's new data management platform. Both are logical extensions of Adobe's existing functionality, according to Rencher. Adobe Primetime will become the force behind real-time streaming on mobile devices and computers, he explained, while Audience Manager will allow users to expand their audience lists significantly.

As day one wrapped up, attendees were impressed by the sheer volume of updates Adobe rolled out. Adobe's announcements reached beyond its marketing cloud, with a number of important upgrades made to its Core Services. The Profiles and Audiences Core Service, for example, can now internalize CRM data for use across the cloud. This was a long time coming, Paul Greenberg, president of the 56 Group, says. "The CRM data integration was smart but sort of an obvious thing to do. CRM internal data becomes a data source for providing more personalized efforts with customers. [The move is] not revolutionary, but just smart," he says.

Other analysts were pleased with day one's trajectory as well. "So far the announcements are coming fast and furious, [but] they have been pretty impressive," Brent Leary, partner at CRM Essentials, says. "[It's] a real mix of new products, important enhancements to current products, and deeper integration amongst the products underneath the Marketing Cloud umbrella. All of that adds up to the Adobe Marketing Cloud making it faster and easier for customers to use data and tools to create more personalized digital experiences across the board," he adds.


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