• March 6, 2013
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Adobe Upgrades Almost Every Aspect of Its Marketing Cloud

Adobe Systems today announced a number of major enhancements to its Adobe Marketing Cloud, including new predictive marketing workflows for Adobe Analytics, new mobile capabilities, a new Digital Asset Management offering with Adobe Experience Manager, new Web content management and Adobe Scene7 integrations, new digital advertising solutions, and Adobe Social upgrades that include a new user interface and tablet and smartphone support.

The new predictive marketing workflow in Adobe Analytics is designed to help marketers sort through terabytes of data to uncover valuable audiences and predictively score them according to how likely they are to convert. This allows marketers to then use Adobe Target to create tailored offers best suited to each distinct audience.

The new mobile marketing capabilities were added to each of the five solutions in the Adobe Marketing Cloud: analytics, social app development, media optimization, targeting solutions for smartphones and tablets, and advertising and mobile content management and delivery.

"Mobile now accounts for 25 percent of the analytics data we capture each quarter," said Brad Rencher, senior vice president and general manager of digital marketing business at Adobe, in a statement. "Marketers must think mobile first when developing strategies, campaigns, and content."

The new offering also combines digital asset management capabilities with Adobe Scene7 for optimized video, dynamic media, and personalized media delivery to the Web, tablets, and smartphones, as well as in-store kiosks and displays and customized print products.

The new Adobe Experience Manager brings together the capabilities of Adobe CQ for Web content management and Adobe Scene7 for rich media delivery. The solution provides marketers with touch-enabled applications that can be deployed in the cloud or on premises. Also included are new content marketing capabilities that let users repurpose content across online properties, including digital publications, with new article-based authoring and integration with Adobe Digital Publishing Suite, and marketing campaign management with pre-built ExactTarget integration.

The new standard edition of Adobe Media Optimizer delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns through integration with Adobe Analytics. It also offers an interactive dashboard that allows marketers to tie data-driven insights to tactical changes in their ad campaigns across Google, Bing, Yahoo, and other search engines. It not only provides a collection of highly interactive reports in one location, but also lets marketers manage campaigns, ad groups, and keywords directly from the same interface. Additionally, updated Bid Rules functionality allows advertisers to set up and control how bids are executed and fully automate the bidding process across search engines.

Included in the Adobe Social upgrades are a new interface, new mobile integrations, greater opportunities for cross-team collaboration, social buzz monitoring, campaign attributions, and better campaign tracking across platforms.

 “Nothing moves faster in digital marketing than social, so we have redesigned Adobe Social to get to insight and action more quickly,” Rencher said. “We’re seeing incredible momentum with Adobe Social as more and more brands see the value of connecting social activity to business results.”

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