re-post from Adobe Digital Marketing Blog

How Developers Enable Agile Marketing Teams

The evo­lu­tion of dig­i­tal-mar­ket­ing tools has trans­formed the way mar­keters think. Our work­flows have trans­formed from hand-writ­ing lead cards to feed­ing a dig­i­tal-expe­ri­ence man­age­ment engine. When we sit down to com­pose con­tent, we are already attempt­ing to con­nect these assets to mon­i­tor per­for­mance and assess ROI. Mod­ern mar­ket­ing tools are inte­grat­ed across all mar­ket­ing func­tions.

The mar­ket­ing tools we use are only as use­ful as their designs. Mar­keters need their tools to be sim­ple and fast to use, easy to under­stand, and able to func­tion with­out know­ing code. When a mar­keter wants to per­form a func­tion, the devel­op­er must cre­ate a tool that not only makes that desire a real­i­ty, but also allows the mar­keter to use it instinc­tive­ly while main­tain­ing intu­itive cus­tomer expe­ri­ence as the end goal. An emerg­ing group of pro­gram man­agers who helped build this expe­ri­ence can speak “mar­ketese” and “code talk.” They facil­i­tate ses­sions between devel­op­ers and mar­ket­ing experts so the devel­op­ers can see how the end user is work­ing. This coor­di­na­tion helps devel­op­ers deliv­er bet­ter prod­ucts. In turn, this allows mar­keters to pro­vide a bet­ter-designed, more-strate­gic expe­ri­ences for dig­i­tal cus­tomers.

The best indi­ca­tor of how well a mar­ket­ing tool has been devel­oped is how well it allows mar­keters to react to the mar­ket. They should be able to update con­tent in a time­ly man­ner — with­out need­ing to involve Infor­ma­tion Tech­nol­o­gy (IT). Exten­sive tem­plate use should make it eas­i­er to per­form tasks such as updat­ing forms or chang­ing con­tent on a mobile app. IT should not be required to own con­tent; mar­keters pos­sess the con­tent through a sys­tem of own­ers and per­mis­sions so they don’t step on each other’s work. IT pro­vides and main­tains the tools that the mar­keters use to man­age con­tent. All of these fac­tors show how well the devel­op­ers have com­mu­ni­cat­ed and laid out the require­ments for giv­en tasks. A well-inte­grat­ed plat­form sup­ports devel­op­ers, mak­ing it eas­i­er for them to cre­ate these mar­ket­ing expe­ri­ences. It also ben­e­fits IT to allow resources to be focused on mis­sion-crit­i­cal tasks rather than over­all main­te­nance.

Anoth­er key indi­ca­tor of a well-designed tool is that it uses open stan­dards in its devel­op­ment. This ensures there is a com­mu­ni­ty of con­trib­u­tors who sup­port the stan­dards and help the users of this tech­nol­o­gy. Adobe’s com­mu­ni­ty con­sists of devel­op­ers who are Adobe employ­ees as well as devel­op­ers who work for our cus­tomers and part­ners. We are com­mit­ted to pro­vid­ing devel­op­ers with the knowl­edge they need to do their jobs bet­ter — no mat­ter where they work.

immerse look va

IMMERSE, Adobe Expe­ri­ence Manager’s vir­tu­al developer’s con­fer­ence, is our lat­est con­tri­bu­tion to build­ing and sup­port­ing this com­mu­ni­ty of devel­op­ers. It is a vir­tu­al con­fer­ence, and thus, allows the great­est flex­i­bil­i­ty in par­tic­i­pa­tion and is intend­ed for all devel­op­ers and oper­a­tions per­son­nel respon­si­ble for design­ing, devel­op­ing, deploy­ing, and main­tain­ing Adobe Expe­ri­ence Man­ag­er.

The name IMMERSE reflects the type of engag­ing devel­op­er expe­ri­ences we want to deliv­er with this con­fer­ence. With inno­va­tions in Inter­net of Things (IoT), con­nect­ed cars, and vir­tu­al real­i­ty (VR), dig­i­tal expe­ri­ences are becom­ing even more immer­sive. Devel­op­ers are an impor­tant part of the Adobe Expe­ri­ence Man­ag­er (AEM) ecosys­tem, and they become increas­ing­ly impor­tant as AEM becomes the bedrock of cus­tomer expe­ri­ences with mobile apps and con­nec­tions to oth­er Adobe Mar­ket­ing Cloud solu­tions, includ­ing Ana­lyt­ics, Tar­get, Audi­ence Man­ag­er, and Cam­paign.

Reg­is­tra­tion for IMMERSE is avail­able now by using pro­mo code TB8C33, which offers a spe­cial price of $75.00 USD, allows devel­op­ers to attend any of the 70 ses­sions live, and pro­vides access to all of the record­ings through August 31, 2016.