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.