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.

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!