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, 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.