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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.

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. More infor­ma­tion can be found here.

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