Adobe outlines how the experience business works

Adobe is all about the “experience business” in 2016. According to the company, a third wave of enterprise software is upon us, reinventing how products and services are created, delivered and marketed - the way it is executed by an experience business.

The first wave of enterprise software was the "back-office" wave, with software solutions for in-house processes like inventory control, payroll and accounting. Then came the "front-office" wave, which helped firms streamline their data to better interact with customers. In the third wave, the only way brands can thrive in an environment where customer expectations have risen to unprecedented levels is to create a personalised, compelling customer experience at every link of the relationship, from websites and mobile apps to retail environments.

At the Adobe Summit, Adobe has unveiled an upgraded Adobe Marketing Cloud to drive the experience business. Enhancements include:

• Advancements to its partner and developer programme. 
• A new Adobe Marketing Cloud Device Co-op to link up to 1.2 billion devices. 
• A new over-the-top (OTT) offering makes it easy for TV networks and pay-TV providers to bring more personalised TV and ad experiences directly to consumers via Apple TV, Microsoft Xbox, Roku and other connected devices. 
• New data science capabilities that enable brands to predict and deliver the right experience at the right moment across any device.

"Every company should be obsessed with the quality of the experiences they are delivering to their customers," said Brad Rencher, EVP and GM, Digital Marketing Business at Adobe. "Adobe is laser-focused on enabling our customers to create consistent, personalised standout experiences for their customers."

Adobe Cloud Platform

Advancements to the Adobe Cloud Platform include updates to Adobe Exchange, which hosts hundreds of apps and integrations such as Microsoft Dynamics CRM, DemandBase, Acxiom, and BrightEdge, and enable partners to extend the functionality of Adobe Marketing Cloud. The launch of Adobe.io, Adobe’s new developer portal, enables developers to download the Adobe Marketing Cloud software development kit (SDK) and easily access application program interface (API) routines and protocols.

New Adobe Certified Metrics, built on the Adobe Cloud Platform and powered by Adobe Analytics, offer standardised digital census data for more accurate measurement of digital audiences. By leveraging Adobe Certified Metrics, measurement partners, such as comScore and Nielsen can provide a complete view of total audience engagement across TV and digital to increase ad revenue opportunities. With Adobe data, cable networks, pay-TV service providers and digital publishers can now accurately measure audiences and monetise their content across all screens - including linear TV, DVR, video-on-demand, desktops, smartphones, tablets, game consoles and over-the-top connected devices.

Cross-Device co-op & mobile 

Adobe announced the Adobe Marketing Cloud Device Co-op, a network that will enable the world’s biggest brands to work together to better identify consumers as they move from one digital device to another – all while adhering to the highest standards of privacy and transparency. The Co-op will empower participating brands to deliver more personalised consumer experiences across devices and applications at massive scale. 

 
Adobe also unveiled a series of innovations in Mobile marketing. Deeper integration of Adobe Experience Manager Mobile with Apache Cordova helps customers build mobile-app extensions to create richer app experiences. Adobe Experience Manager Mobile simplifies the process of building and managing visually appealing enterprise apps that are as easy to use as consumer apps. Several technology partners also announced that they are extending their support of Adobe Experience Manager to include mobile. 

 
Mobile Core Services now offers tools for brands to optimise the way they interact with users. Adobe’s new deep linking capability within Adobe Marketing Cloud allows brands to send content or promotional offers that will take the customer directly to the appropriate page within the app itself, if it is installed, eliminating multiple steps and providing a better consumer experience.

New OTT offering

Adobe unveiled new capabilities in Adobe Primetime that extend the solution to OTT platforms and make it easy for TV networks and pay-TV providers to deliver more personalised TV and ad experiences directly to consumers across Apple TV, Microsoft Xbox, Roku and other connected devices. Through the integration with Adobe’s digital marketing solutions, content providers can now acquire, engage and monetise audiences.

Data science 

Adobe also announced a series of new data science capabilities including Smart Tags, a TV Recommendation Engine, Automated Insight for Advertising, and email optimisations through Predictive Subject Lines. These capabilities further advance the use of algorithms. The new algorithms simplify the process of extracting insights from billions of data points to help marketers make better business decisions and benefit from recommendations and predictions they may not have even known existed.

Interested?

Read the TechTrade Asia blog posts about Adobe analytics and additions to the digital marketing portfolio