Results tagged “Adobe Campaign”

Adobe Campaign and Adobe Experience Manager: Like Chocolate and Peanut Butter

Last year was an exciting year for the technology industry, and even more so for the digital marketing space. The amount of competitive energy, consolidation, and innovation that has been happening has been remarkable.

As we kick off 2014, we at Adobe are wasting no time in announcing the momentum we have gained since the acquisition of Neolane and the rebranding of Adobe Campaign. In November we discussed our new simplified pricing and packaging strategy with you. Now comes the next step in our journey in the Adobe Marketing Cloud, product enhancements to Adobe Campaign.

Today at NRF we announced the latest release of Adobe Campaign, which will provide marketers more scale and sophistication for their cross-channel marketing programs.1381305308091

In this release we are also very excited to join forces with the rock stars from Adobe Experience Manager, as we now offer first level integration between it and Adobe Campaign. When you think about the specific areas that Adobe Campaign will be integrating within the Adobe Marketing Cloud, most of our customers along with analysts and press feel it’s a no brainer that we start by focusing on the integration with Experience Manager.

As many of you know, Adobe Experience Manager is a world-class web experience management solution, and a Leader in the most recent, relevant Gartner and Forrester reports. Adobe Campaign is a Leader in cross-channel campaign management in Forrester.

It’s all about combining the chocolate of great content with the peanut butter of cross-channel customer engagement. It’s about personalizing content for every customer, and delivering that at the right time, in the most appropriate way that drives customer loyalty. We feel this combination of capabilities is very unique in the market.

Regardless of industry, it has always been a major challenge for marketing organizations to create high quality content, and utilize that content all within the same marketing tools. Typically, marketers are forced to work with outside agencies or disparate organizations using manual processes, or attempt to leverage external content management systems that do not allow them execute messages, or easily make changes.

Adobe has addressed this problem by allowing a marketer to simply create an email for example, using templates, embed dynamic personalization fields into that content, publish the content, and execute that content across multiple channels all within a few clicks. This greatly reduces the time it takes marketers to engage in conversations with customers, and drives marketing effectiveness and brand consistency.

In addition to the integration of Adobe Campaign and Experience Manger within the Marketing Cloud, the latest release of Adobe Campaign also features:

  • Real-time marketing and scalability enhancements
  • Improvements in distributed marketing for local entities
  • Reporting enhancements for transactional messaging
  • German language support
  • More technical platform enhancements

Interested in learning more? Visit the Adobe Campaign page and check out our new explainer video. Look for more updates from us soon, and we hope to see you at Adobe Summit, where we promise you a lot more chocolate and peanut butter!

This post was previously published on the Adobe Digital Marketing blog on January 14, 2014.


No more Email CPM? Yes! We’re accelerating cross-channel marketing

No More Email CPM

If you’re a direct or digital marketer, you’re probably no stranger to email marketing. You’re also probably very much aware of the costs associated with using email to reach your customers. Email marketing firms have long relied on email CPM (cost per thousand emails sent) to price the value of their services to the marketing organization. And in a push-based world where one size fits all, CPM did its job. It was simple and based on a critical, and often times flawed assumption: that email volume was directly proportional to effectiveness.

We’ve realized that up until now marketers have been held hostage by email CPM. They are in effect paying to talk to their own customers. After all, CPM is the main cost driver for this industry, and at a time when single channel, push-based marketing was the norm, email CPM worked just fine. But increasingly, it is an anachronism in a world that is rapidly headed towards cross-channel orchestration. I started writing about cross-channel marketing back in 2009 when I led the Customer Intelligence practice at Forrester Research. It’s now been more than four years, and marketers still have way too many hurdles in delivering a truly consistent cross-channel experience. We want to remove the roadblocks and help marketers get there faster.

Today, Adobe announced a new approach that will help marketers embrace cross-channel marketing once and for all. Starting in January, we are changing the way brands will be charged for communicating with their customers. We will no longer rely on email CPM or for that matter any channel messaging costs. Instead of CPM, we will charge based on the customer profiles that marketers have in their database.

No longer will marketers have to worry about email volumes, and associated overages, and penalties related with marketing communications. We want marketers to do whatever is right by their customers. If this means sending them more email then they should be able to do that. But if this means reducing email and amping up mobile and social messages, well that’s fine too. We want marketers to use all the channels at their disposal to deliver compelling, personalized marketing messages, offers, and experiences.

Customer profiles provide invaluable information on end-consumers, including their preferences, behaviors, attitudes, and value. This new approach allows marketers to not only look at whether email is the right vehicle to reach their customers, but to try new channels (social, mobile, etc.) and scale marketing efforts to do what is right for their customers and the business. This is about freedom and flexibility. Essentially, by evaluating multiple channels marketers can pick and choose the mix that best serves their customers and their business objectives.

Only Adobe Campaign offers this flexibility. As a world-class, cross-channel campaign management solution, Adobe Campaign enables marketers to harnesses the intelligence of an integrated customer profile to build meaningful relationships with their customers, deliver relevant offers and messages, and orchestrate great experiences. And Adobe Campaign is the only solution that lets you scale email, direct mail, social, and mobile communications without worrying about your Cost Per Message.

Want to learn more? Please turn to our press release with additional information.

Announcing Mobile Services for Adobe Marketing Cloud

It’s been a busy year for us in digital marketing and our momentum with Adobe Marketing Cloud continues. Today, we’re excited to announce Adobe Mobile services for Adobe Marketing Cloud to help marketers better manage, optimize and monetize their mobile apps. Available today through initial integration with Adobe Analytics and Adobe Target, the new cloud-based Adobe Mobile services offer a series of app-centric capabilities including a new user interface for mobile teams, app experience geotargeting (via GPS), and audience testing to maximize the user experience.

Adobe Mobile Services - GPS Data Targeting

With these new services, we’re offering capabilities that drive ROI across mobile apps and eliminate having to integrate multiple point solutions across operating systems, devices, and app stores. Even better is that developers can rapidly deploy Adobe Mobile services and have customers up and running with apps in minutes. Additional support for solutions that provide mobile capabilities including Adobe Campaign and Adobe Experience Manager is expected in 2014. Check out the website for the latest capabilities Adobe Mobile services can offer – including geo-location targeting, app analytics, app optimization, broad platform support, ease of deployment, and data privacy. Also, Adobe’s Ray Pun discusses the app-centric user interface of Adobe Mobile services in his blog post, “Mobile Marketing Just Got Easier” (part one of a three-part series), and the video demo will let you see things in action.


Additionally, Adobe’s Digital Index team released some new findings around mobile app trends after measuring engagement on apps versus websites for more than 600 brands. Some key takeaways:

  • Compared to those browsing websites, tablet and smartphone users spend 3-4 times more time with apps – with app usage outpacing mobile web visits by an average of 100 minutes per month
  • Android apps are used 40% more often than iOS apps, but iOS apps get twice as much ‘time spent’ per month
  • Banking and investment apps are used 30% more frequently than other apps

The data goes to show that mobile app users are more loyal to brands opposed to those who just visit a brand’s website from their mobile device. Full commentary and findings are available here. And for the latest digital marketing trends and insights, visit the Adobe Digital Index portal on

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Neolane is now Adobe Campaign

Over the last two months we have been hard at work integrating the former Neolane operations, product, and customer base into the Adobe Digital Marketing business. Today, I am happy to announce the official launch of the sixth solution in the Adobe Marketing Cloud – Adobe Campaign.Adobe Campaign

As part of the Adobe Marketing Cloud, we join the other five solutions – Analytics, Target, Social, Experience Manager, and Media Optimizer – in redefining marketing in a world of digital primacy. Like the other five solutions, the name is simple, clear and very self-explanatory.

Adobe Campaign is a world-class, cross channel campaign management solution that powers marketers as they harness the intelligence of an integrated customer profile to build meaningful relationships with their customers, deliver relevant offers and messages, and orchestrate great experiences – in real-time; all through an open and flexible architecture.

For our clients nothing changes. Thank you for your trust, support, and feedback. I have enjoyed connecting with many of you over the last two months sharing our plans and receiving your feedback. We will continue to do that. Your existing support infrastructure and personnel from technical support, account management, R&D, and professional services will still be involved and continue to deliver value to you. But with this launch comes another great detail: the incredible strength of the Adobe brand, commitment to service, and integration capabilities with the industry’s most complete set of marketing technologies in the Adobe Marketing Cloud.

Adobe continues to aggressively invest in the former Neolane technology in a number of ways – by giving us access to: a) top notch engineering talent; b) an innovative and visionary marketing cloud; and c) Adobe labs that will help us accelerate innovation much faster than we could in our previous iteration. This is an expression of intent and the reimagining of the future of marketing technology. Over the course of the next few months we will share our roadmap and integration plans but in the near term, let me share some core concepts that are top of mind for us.

  • Enhanced collaboration across the marketing organization. As marketing organizations transform and add new skills, archetypes, and ecosystems, collaboration, optimization, and integration become critical to success. But old school resource and project workflow environments have failed to support marketing’s needs.
  • Truly integrating digital behavior with the customer profile. For the past 10 years, many firms have promised the integration of a consumer’s digital behavior with their “offline” actions. Few have delivered. And this gets more complicated as you think about new data types – social, interaction, loyalty, and much more.
  • Linking the content and execution value chains. As marketers behave like media companies and focus on delivering compelling content to their target audiences, the connection between content and delivery becomes critical. But few firms have cracked the code. As a result, content efforts are limited, lack freshness, and not very compelling.
  • Rethinking cross-channel orchestration. Today, simply delivering messages and offers to consumers in email is only part of the marketing mix.  Adobe is continuing to invest in this capability, but if you truly want to engage an individual across channels you must think about more than email execution. Orchestration, cadence, relevance, and consistency matter.

With the incorporation of Adobe Campaign into the Adobe Marketing Cloud, we are helping our customers achieve greater value from their marketing investments, bringing cross-channel campaign management capabilities to the industry’s most robust marketing solution, and providing brands with the complete digital marketing solution they have been looking for to deliver extraordinary customer experiences.

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