Results tagged “cross channel marketing”

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.

Neolane Officially Joins Adobe

Adobe_NeolaneNeolane is now part of the Adobe family! Only a few weeks after we announced plans to acquire Neolane, I’m happy to say the deal is closed. Neolane brings Adobe a best-in-class platform for sophisticated automation and execution of marketing campaigns across web, email, social, mobile, call center, direct mail, point of sale (POS), and other emerging channels.

Just as important as its leading technology, Neolane brings an amazing team to our employee base. Everyone I have met at Neolane shares a passion for helping customers, tackling tough problems, and questioning the industry status quo. I want to welcome Neolane employees, customers and partners to the Adobe family. I’m excited to see the great things our teams will do together.

Moving forward, Neolane will become the sixth solution in the Adobe Marketing Cloud, complementing our existing solutions including Analytics, Target, Social, Experience Manager, and Media Optimizer offerings. Additionally, the Neolane technology will make significant contributions to our core Marketing Cloud technology and therefore will become an integrated part of all the other solutions. We believe this creates the most powerful Marketing Cloud in the industry for delivering rich, personalized experiences to consumers across channels and devices, and giving a unified view of the customer to marketers.

I recently posted my thoughts on what the combination of Adobe and Neolane will mean for customers and the industry, and our customers have weighed in since to add to this sentiment. Here are a few of my favorite thoughts from our customers and partners:

-Chantal Berthiaume, Director, Marketing Analytics, Air Canada

“As a new customer of Neolane and a user of Adobe solutions, we are excited about the possibilities that these two leaders in digital marketing technology bring to the table. The combination of these two teams and the integration of their market leading platforms is a promising proposition for organizations like ours that are looking to drive business impact through marketing expertise.”

-Sasha Norkin, Vice President, Global Marketing, NOOK Media/Barnes & Noble

“We congratulate Adobe and Neolane on the news of this acquisition. With the combined power of Adobe and Neolane’s capabilities, we are not only excited that the two companies are joining forces but look forward to all that their future integration can bring to the table for our business.”

-David Jenkins, SVP Marketing Operations, KBM Group

“KBM Group has strong relationships with both Adobe and Neolane. We have a very high opinion of their toolsets, capabilities, and overall market presence and believe there is considerable synergy between them. We look forward to the promise of their combined solutions.”

Every time we complete an acquisition, the Digital Marketing team at Adobe is reminded of our start-up roots. We are proud of what we have accomplished in the last three years and are excited to share our progress as we continue making our vision a reality.

(Twitter, Facebook, my blog, Neolane’s Suresh Vittal’s blog.)

An Exciting New Chapter in Neolane’s Journey

Adobe_Neolane

This article originally appeared in The Cross Channel Conversation, the Neolane corporate blog, on June 27, 2013.

Twelve years ago 4 best friends embarked on an adventure to transform how brands engage with their consumers. Over the last 12 years Neolane grew into a nimble, fast growing innovator who reset the rules of cross-channel marketing and campaign management. Today is the beginning of a new journey for Neolanians as Adobe announced its intention to acquire Neolane. This is great news for the Marketing organization. Here’s why:

  • It’s about the customer. This is true at multiple levels. Marketing today is incredibly complex. And channel solutions like email or social aren’t the answer. While we do email and social well, we do think it is more than simply doing channel stuff. It is about operating with the customer at the heart of the business. This is incredibly hard to pull off. Marketers will succeed or fail on their ability to deliver persuasive content and experiences to their customers. They won’t win by pushing campaigns but by being able to address the individual in realtime. Adding Neolane’s world class segmentation, automation, and orchestration capabilities to the formidable analytic, content, and experience assets of Adobe empower marketers to win today.
  • Technology for marketers, by marketers. We can’t overstate this point. Building technology for marketers isn’t like anything else that software companies do well. It’s about strong, marketer-friendly capabilities that hide complexity and fit to how marketers work. To do this you need to live and breathe marketing. This isn’t the story of a diversified technology holding company acquiring a marketing specialist. Both companies obsess about transforming marketing and changing the way marketers approach their discipline. And there isn’t a better time to do this as the role of CMO and the broader marketing organization shifts and morphs to address the connected consumer.
  • Complementary capabilities. Adobe uniquely brings together creative content, and analytics while we at Neolane focus on data, segmentation, and execution. Together, we can impact the entire marketing value chain. This is exciting news for brand and direct marketers. Uniquely, we can bring data to amplify brand marketing and content and digital assets to make the segmentation that drives direct marketing more impactful. This helps both B2B and B2C marketers.
  • Scale personalization. Addressing mass markets at an individual level is a promise that remains unfulfilled for most marketers. The challenge very often isn’t that they can’t get the data or insights on time but that they can’t connect the insights with the content at the point of interaction. Adobe’s strength lies in optimizing the content supply and experience value chain. Adding Neolane to the mix will allow marketers to scale their personalization efforts across channels and devices in a way that simply wasn’t possible before.
  • A strong cultural fit. Adobe is a past master at finding the right technology assets to improve its overall proposition for marketers. The prior acquisitions of Omniture, Day Software, Efficient Frontier, and Demdex are testament to this fact. And it’s not just about acquiring these companies but integrating the assets and more importantly the people to create the first substantial marketing cloud. Our four founders were very clear in their message to the company: this is about sharing and extending our vision to the next chapter in the evolution of marketing and who better to share this journey with than Adobe. Our journey hasn’t ended. It’s simply shifted gears and accelerated.
  • Benefits abound for each company’s customers, prospects, and partners. At Neolane, our clients and prospects already push us to focus on the customer experience. The complementary nature of the capabilities and Adobe’s size and strength means we can bring more to the table, faster. Our partners benefit too – they can build more on the combined platform and serve marketing across the spectrum of their channel, operational, analytical or content needs.

To sum it up, we at Neolane are humbled and excited to join a world class company like Adobe in our joint endeavor to transform marketing. This allows us to bring innovation to the marketing organization faster than we ever could on our own.

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