Cre­ative assets like images, videos and doc­u­ments are used to build great expe­ri­ences. Excep­tion­al user expe­ri­ence is a foun­da­tion­al ele­ment of any dig­i­tal mar­ket­ing cam­paign.

On the oth­er side of the coin, cre­ative pro­fes­sion­als love brands because they can get expo­sure for their work through glob­al, engag­ing, pop­u­lar mar­ket­ing cam­paigns.

Data-dri­ven mar­ket­ing dri­ves the explo­sion of cre­ative needs

In a dig­i­tal world, mar­ket­ing is more than acqui­si­tion and becomes more tight­ly inte­grat­ed with each inter­ac­tion of the orga­ni­za­tion with their cus­tomers and prospects. Data-dri­ven mar­ket­ing is about cap­tur­ing events, map­ping them to relat­ed infor­ma­tion, defin­ing spe­cif­ic audi­ences and deliv­er­ing per­son­al­ized expe­ri­ences. Every­thing starts with build­ing expe­ri­ences and loops through the cus­tomer life cycle with con­tin­u­ous opti­miza­tion and fur­ther per­son­al­iza­tion.

It’s hard to inte­grate a full cre­ative process into the enter­prise

The cre­ative process involves sev­er­al roles, inter­nal and exter­nal to an enter­prise orga­ni­za­tion. In many cas­es the process needs to sup­port an exter­nal sup­ply of high­ly qual­i­fied deliv­er­ables and requires inter­ac­tive col­lab­o­ra­tion across the bound­aries of the enter­prise infra­struc­ture. A slow process here could mean a loss of infor­ma­tion and a poten­tial bot­tle­neck for mar­ket­ing agili­ty. When this hap­pens it cer­tain­ly trans­lates into lost rev­enue oppor­tu­ni­ties.

Adobe has a unique vision

Adobe is in a unique posi­tion to turn this com­plex­i­ty into an effi­cient col­lab­o­ra­tion fire hose, break­ing com­mu­ni­ca­tion bound­aries through seam­less inte­gra­tions con­nect­ing the envi­ron­ments where the main actors of this process oper­ate: from cre­ative design­ers, to inter­ac­tive agen­cies, to mar­ket­ing man­agers and up to the final con­sumer, bidi­rec­tion­al­ly, of course.

SaaS is part of the enter­prise fab­ric

In order to bridge the dif­fer­ent worlds involved in this process, Adobe’s ser­vice ori­en­ta­tion becomes a fun­da­men­tal ele­ment of the enter­prise infra­struc­ture. Con­tent floats seam­less­ly across sys­tems, regard­less where it is cre­at­ed, man­aged, opti­mized, mea­sured or deliv­ered.

Con­tent can be pro­duced on Adobe Cre­ative Cloud tools and uploaded to the Adobe Cre­ative Cloud; it can be stored using dif­fer­ent deploy­ment mod­els with inte­grat­ed Cre­ative and Mar­ket­ing Cloud tech­nolo­gies, to be then deliv­ered through mul­ti­ple chan­nels, for instance on the web, with Adobe Expe­ri­ence Man­ag­er, and in a mag­a­zine, with Adobe Dig­i­tal Pub­lish­ing Suite; final­ly it can be mea­sured, ana­lyzed and opti­mized with the com­plete Adobe Mar­ket­ing Cloud toolset.

Dif­fer­ent prac­tices for dif­fer­ent use cas­es

Enter­prise orga­ni­za­tions have the most diverse require­ments both in terms of infra­struc­ture and process­es. Adobe Cre­ative Cloud and Adobe Mar­ket­ing Cloud can be inte­grat­ed with sev­er­al dif­fer­ent con­fig­u­ra­tions depend­ing on indi­vid­ual use cas­es.

We will be dis­cussing the most com­mon use cas­es and the cor­re­spond­ing best prac­tices as part of a ded­i­cat­ed ses­sion at Adobe Sum­mit. Reg­is­ter to learn more about avail­able options from a “pub­lic” cloud con­fig­u­ra­tion as well as oth­er deploy­ment mod­els. We will also present and demon­strate what APIs are avail­able to inte­grate third par­ty sys­tems and allow them to lever­age the Adobe Mar­ket­ing Cloud as a plat­form, with a focus on man­ag­ing dig­i­tal assets.

Use this link to find more details and reg­is­ter.

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