Adobe Experience Manager (AEM) manages the user experience of your website (content) across various channels. In a globalized world, you need to manage content across multiple websites in various languages. Your content is consumed using various devices – hand-held devices, such as mobile phones and tablets, PCs, and so on. This results in a scenario that you have plenty of user experiences to manage. You need to provide optimal experience in both iPhones and Android phones. And, the same is applicable across thousands of other devices. AEM helps you to achieve this goal effectively and effortlessly.
AEM is one of the solutions in Adobe’s Marketing Cloud ecosystem. All solutions in Marketing Cloud complement each other and provide you with key solutions to effectively manage user experiences. The following diagram represents various solutions in Adobe Marketing Cloud: (Taken from Adobe’s website.)
Let me cite a few examples for how this ecosystem helps you to provide better user experience.
I am sure all of us would have visited online shopping sites many times. Which is the most commonly used feature in an online shopping site, such as Amazon? It definitely is the Search feature. You normally won’t traverse through menu options such as Men’s and then Boots, …. and so on. You just search for the product you need. There can be thousands of users who do the same thing while you search for a product. For online shopping sites, the Search feature must be very efficient. Adobe Marketing Cloud provides you with a solution named Site Search. You can easily integrate Site Search with AEM. This capability indexes all your products and details, as Google indexes a website information. When a user searches for a product, the Site Search provides the search result and makes this operation extremely fast.
Similarly, tracking your users is very important to serve them better. You need to know the geographical areas they come from, the web pages they visit, and so on. AEM can be integrated with Adobe Analytics easily. This gives you a great reporting capability and statics about your user behavior.
Content personalization is another important aspect of your website. You should be able to customize your website based on your user profile. If your user is a male of a certain age group, provide the user with something he finds appealing. Change it accordingly if the user is a female of a certain age group. Adobe’s Marketing Cloud solution, Adobe Target, does it for you effortlessly.
Adobe Social (a capability in Marketing Cloud solution) helps you to integrate AEM with Social Media. Adobe Campaign allows you to manage digital campaign effortlessly. In short, AEM along with other Marketing Cloud solutions helps you to provide a great digital experience to your users. It indeed transforms your content into experiences that result in better customer reach, retention, and high ROI.
In the next post, you will see the underlying technologies on AEM.