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Adobe Marketing Cloud Integrates Campaign and Experience Manager

  |  January 15, 2014   |  Comments

Adobe has integrated two key products in their Marketing Cloud service: Adobe Campaign (for analytics) and Adobe Experience Manager (for content). In addition, Adobe also announced several enhancement to the products.

AdobeAdobe has integrated two key products in their Marketing Cloud service.

Adobe Campaign, previously known as Neolane, is an analytics tool that helps create personalized experiences based on customer habits and preferences. It is now being integrated with Adobe Experience Manager, which helps manage content across channels while helping content creators with agile, rapid deployment across owned media.

The combination of both products helps position Adobe as a leader in cross-channel campaign management. Integrating data from both anonymous and previously identified web visitors becomes seamless with a single set of tools. This will help content managers provide a more personalized experience.

In addition to the integration, Adobe also enhanced several of its products, including:

  • Real-time interaction management and scalability: Marketers can now effectively deliver large volumes of campaigns, offers, data, and interactions with an enhanced real-time marketing infrastructure.
  • Distributed marketing improvements: New tools, processes, and assets make it easier for marketers to create and customize local campaigns.
  • Reporting enhancements in transactional messaging: Transactional messaging, which completes or confirms a previously agreed upon transaction such as order or delivery confirmations, provides marketers an opportunity to increase brand loyalty and drive incremental revenue.
  • Additional improvements: German language support and several technical platform performance enhancements.

"Marketers need a better way to create, optimize, and deliver content across all online and offline channels," says Suresh Vittal, vice president, marketing strategy, Digital Marketing, Adobe.

"The integration between Adobe's leading web content and campaign management solutions enables marketers to deliver unparalleled, personalized experiences in the channels their customers prefer."

Adobe has been releasing enhancements to their Marketing Cloud platform with regularity. Last Fall, Adobe added six new features to Analytics and added cloud-based mobile services for measuring apps.

This article was originally published on Search Engine Watch.

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ABOUT THE AUTHOR

Thom Craver

Thom is a seasoned techincal SEO and digital analytics veteran. His current role as VP of Development and IT at Internet Marketing Ninjas includes the improvement of internal processes, leading the creation and refinement of industry-leading tools across multiple brands.

Previously he was a premier independent consultant, held a a senior search position at nationally renown TopRank Online Marketing and led all digital web-related technology's at Rochester Institute of Technology's Saunders College of Business. He also led analytics strategy efforts for the university's mobile initiative.

Part of the ClickZ Academy faculty, Thom has also taught for several well-respected colleges and universities. He is a regular speaker at ClickZ Live events and is a veteran of TEDx as well.

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