Any viable business strategy today requires the ability to rapidly deliver content to not only traditional web channels, but also emerging channels such as mobile apps, social media, in-venue screens, voice etc. However, each channel presents various complexities in terms of support for desktop vs mobile, online vs offline, visuals vs audio, and more. Join experts from Adobe and leading brands for inspiring discussions at Adobe Summit EMEA about how your marketing and IT organisations can build and manage experiences for greater content velocity and customer engagement.
Content velocity is getting personal
They say content is king, and today this is true more than ever. Not only does content need to be adapted across a range of channels – web, mobile, IoT, voice, and in-venue screens, just to name a few – consumers expect brands to deliver a journey that is personalised to their needs and interests. Content needs to be relevant, meaningful and versatile, and it needs to be fast. The Content and Experience Management Track at Summit (CXM) features sessions that help you discover how to improve efficiency and save time, while creating rich and engaging customer experiences.
Intelligent content production
Achieving content velocity requires brands to get smart with their content management. For example, participants in the CXM track will learn from content-savvy brands, such as Merck, how to execute content production and re-use at speed. Merck will share how their centralised Digital Asset Management platform, Adobe Experience Manager (AEM) Assets, has helped them improve content efficiency, with particular emphasis on how they are using the DAM to make their global campaigns more effective.
Participants will also learn how to re-use content through Experience Manager Sites features such as Single Page Application (SPA) Editor, Content as a Service, and Experience Fragments to support headless use cases.
Data-powered content experiences
Fast content production is essential in today’s content environment, however, learning fast is even more important. Participants will learn how data and insights are helping content creators work not only faster, but also smarter. For example, the head of digital marketing at Amadeus will share how they built a scalable digital foundation on Adobe Experience Manager, Adobe Analytics, and Adobe Target to deliver optimised and personalised content based on rich data and insights.
In addition, HSBC will share their experience transforming their own paper customer journey to a digital one. The highly-personalised, bespoke customer enrollment journeys that HSBC offers are powered by content design and delivery in AEM Forms, seamlessly integrated with Adobe Sign to fully digitise and modernise the entire experience.
Turning to the cloud
Participants will further learn how a secure, scalable cloud infrastructure framework can help improve speed and availability of content. Adobe experts will explain how cloud-native features available through Experience Manager’s Cloud Manager accelerate time-to-value and lower total-cost-of-ownership through features such as Continuous Integration/Continuous delivery, auto-scaling and security-performance-quality testing.
Would you like to find out more about content velocity and other Customer Experience Management topics? Then check out the Adobe Summit EMEA agenda: https://www.adobeeventsonline.com/Summit/2019/EMEA/CXM/