Today, mar­ket­ing is all about dri­ving rev­enue and set­ting strate­gic direc­tion for the com­pany, in addi­tion to build­ing brand. Cus­tomer expec­ta­tions are sky high. They want rel­e­vant infor­ma­tion when and where they need it, plain and simple

For dig­i­tal mar­keters this means the need, or rather man­date, to per­son­al­ize each expe­ri­ence, think mobile first, and have a mea­sur­able web strat­egy.  It means part­ner­ing effec­tively with IT to select a plat­form that enables decreased time to web and empow­ers mar­keters to drive con­tin­u­ous opti­miza­tion of the cus­tomer expe­ri­ence and ulti­mately con­ver­sion rates.

Today we announced Adobe CQ 5.5, a major release that is at the heart of our Web Expe­ri­ence Man­age­ment (WEM) solu­tion, part of the Dig­i­tal Mar­ket­ing Suite. Adobe CQ now includes deep inte­gra­tions with lead­ing web ana­lyt­ics prod­ucts in the Suite like Site­Cat­a­lyst, Test&Target, Scene7 and Search&Promote.

Today’s mar­ket­ing chal­lenges are reflected in Adobe WEM. For example:

Per­son­al­iza­tion — among the many enhance­ments in CQ 5.5 is Client Con­text, which lever­ages all your cus­tomer data (pro­file data, real-time data, CRM, etc.) to pro­vide the per­son­al­ized expe­ri­ence cus­tomers seek. Yet the real power of Client Con­text may very well be its sim­plic­ity and ease of use. You can eas­ily sim­u­late the desired expe­ri­ence for each of your cus­tomer per­sonas under dif­fer­ent scenarios.

Mobile –New CQ inte­gra­tion with Phone­Gap means you can rapidly cre­ate HTML5 based, cross-platform mobile apps. The same intu­itive, drag-and-drop func­tion­al­ity allows mar­keters to takes full advan­tage of device fea­tures, like the cam­era or GPS.

Com­merce – Today we also announced a new part­ner­ship with hybris, a leader in multi-channel com­merce soft­ware. Work­ing closely with their great team, we’re deliv­er­ing mar­keters com­pre­hen­sive com­merce capa­bil­i­ties – from brand engage­ment to immer­sive shop­ping expe­ri­ence to check­out. We’re in beta now, with  a few early cus­tomers, like ghd, reap­ing the ben­e­fits. And com­merce as part of Adobe WEM is tar­geted for yet his cal­en­dar quarter.

And I haven’t even touched on the work we’ve done in terms of Dig­i­tal Asset Man­age­ment, or with our new Cloud Man­ager beta. Adobe CQ has always been cloud ready and we have many cus­tomers on the cloud now. Cloud Man­ager takes cloud ready to the next level by mak­ing deploy­ing on the Ama­zon cloud as easy as push­ing a but­ton.  We’ll be shar­ing thoughts on those areas, and many oth­ers, here over the com­ing weeks.

It’s an excep­tional time to be a dig­i­tal mar­keter – expec­ta­tions are large, but tech­nol­ogy is ris­ing to the chal­lenge to help enable a new age where we can clearly prove rev­enue growth to the C-suite by build­ing brand value, effec­tively gen­er­at­ing demand and extend­ing dig­i­tal pres­ence across web, mobile and social. We look for­ward to help­ing our cus­tomers take WEM to a com­pletely new level.

- Kevin Cochrane, VP of Prod­uct Strat­egy and Solu­tion Marketing

@kevinc2003