Adobe Offers Experience Manager as Cloud Service
Adobe on Monday introduced the provision of Adobe Experience Manager as a Cloud Service for B2B and B2C firms of all sizes.
The service offers “a globally scalable, agile and secure digital foundation that optimizes marketer and developer workflows across the entire content lifecycle, and connects to data insights to deliver personalized experiences across the customer journey,” mentioned Harish Kumar, director of product advertising and marketing for Adobe Experience Manager.
“It allows companies to be far more nimble and scale at any point, because Experience Manager is always on, always current, always at scale, and always learning,” he advised CRM Buyer.
Adobe Experience Manager as a Cloud Service integrates scalable, safe and agile content material administration; digital asset administration; digital signage administration; and buyer communication purposes.
It eliminates the necessity to construct in downtime to accommodate model upgrades.
The manufacturing atmosphere is configured and continually maintained to be in keeping with Adobe’s customary safety practices and controls.
Brands can mix insights from a buyer’s earlier purchases and curiosity in emails about specific merchandise utilizing Adobe Sensei, the corporate’s synthetic intelligence and machine studying framework, to suggest gadgets the client is more likely to buy. Adobe Sensei additionally lets manufacturers mechanically tag photos and movies.
Brands can create and ship experiences throughout any channel, system or app, utilizing built-in Adobe Sensei capabilities to automate the variation of content material for various channels.
Teams can work concurrently on a number of property for a number of channels, saving time.
Pricing scales seamlessly and the answer may be scaled based mostly on utilization metrics.
Early outcomes from mid-market firms to giant enterprises utilizing the applying present ingestion time is 50 p.c sooner, administrative effectivity elevated 40 p.c and creator productiveness elevated by greater than 20 p.c, Adobe mentioned.
Good for Customers, Good for Adobe
“This is a good move for Adobe, and one that should have considerable benefits for its customers,” remarked Nicole France, principal analyst at Constellation Research.
By redesigning Adobe Experience Manager to function by way of a microservices structure, the corporate “is making it significantly easier for its customers both to integrate various sources of digital assets and content, and to present that content across digital channels,” she advised CRM Buyer.
In common, choices that handle a number of sources of content material and data throughout a number of channels with a constant, easy-to-use interface make it attainable for firms to streamline and enhance the way in which they work together with their clients, France noticed.
They due to this fact let employees give attention to the messages or sentiments they’re attempting to speak and the way to try this most successfully slightly than on the trivia of which property and channels to make use of, she famous.
“Focusing on the higher-order customer interaction, rather than the mechanics of how to make it happen, certainly improves a company’s ability to create positive customer experiences,” France mentioned.
However, the time period “experience manager” is a misnomer, in her view.
“This really isn’t a tool for managing customer experiences — not least because no one can ‘manage’ customer experiences — but one for dynamically managing the assets that form a large part of digital customer interactions,” France defined.
“Experiences are, by definition, subjective. It’s impossible to manage a customer’s experience, but it is possible to stack the deck to make it more likely that the experience is a good one. Having the right tools is an important step in that direction,” she mentioned.
“This really is a matter of speed and ease rather than a revolutionary shift in offering, allowing for an acceleration of delivery of omnichannel assets,” mentioned Liz Miller, principal analyst at Constellation Research.
For each B2B and B2C firms, the modernization of the Experience Manager structure “enables the power of the cloud to meet the power of creativity, allowing for a broad range of assets to be quickly accessed, updated, personalized or modified on the fly with strong uptime and availability,” she advised CRM Buyer.
Access to Adobe’s steady innovation means clients wouldn’t have to attend for the subsequent replace or spherical of releases, Miller mentioned.”Innovation can be made available on the fly and without lag.”
For B2C firms specifically, the speedy scale up and down based mostly on their wants means the property they want and the expertise they wish to ship by way of their content material “is just as robust in points of uptime crunch as it is in low traffic moments,” she added, which “empowers performance at the scale of a customer, versus the scale and uptime availability of how the Adobe platform is implemented.”
Edge on the Competition
Oracle and Salesforce have been providing service clouds for years, and SAP is working with Accenture to develop vertical service clouds for industries.
Adobe’s heritage in content material improvement provides it the sting, as a result of “Experience Manager empowers the engagement process from creative ideation all the way through to optimized asset delivery,” Miller mentioned. Adobe is “looking to eliminate the creative gap between asset creation and engagement.”