Mysteries of Adobe Marketing Cloud Revealed
As the Adobe practice lead at The Garrigan Lyman Group (GLG), I’m helping to turn our expertise about the platform into opportunities for our clients. Adobe’s integrated suite helps us, as an Adobe Community Solution Partner, build marketing campaigns and platforms that enable clients to reach more customers and move to the forefront of marketing.
That said, Adobe’s cloud marketing platform is a bit overwhelming for some. But that’s where my team comes in―to help progressive-thinking marketers make sense of it all.
Full disclosure: I’m a big fan. I’ve been developing on the Adobe web content management platform, Experience Manager, before it was even an Adobe property. I was delighted with Adobe’s 2010 acquisition of Day Software―my specialty―and was excited about its potential moving forward with such an innovative and visionary company.
Building Something Special
With what is now Adobe Experience Manager (AEM) integrated within an Adobe Marketing Cloud platform, the Adobe solution has become both foundational and progressive while also becoming the new leader in enterprise marketing software suites, according to reports from both Gartner and Forrester.
As a hub for other solutions within the Adobe Marketing Cloud, AEM is where sites are built. As a content management solution, AEM is now established across most of the Adobe Marketing Cloud suite and offers one of the most intuitive and thoughtful interfaces of any content management system (CMS). The oneness of the platform lends itself to more productive work across all programs. And I love the simple way mobile apps can be developed.
Acquisitions Drive Evolution
Other acquisitions speak volumes about Adobe’s vision. In 2009, Adobe bought Omniture to beef up its web marketing and analytics prowess. Adobe Analytics (a mash-up, of sorts, of Omniture and Adobe’s SiteCatalyst) provides marketers with the ability to better understand customers’ interactions with their sites.
Adobe’s most recent acquisition of Livefyre allows marketers to find and vet user- or customer-generated content from social media sites. The content can then be used however marketers see fit.
Meanwhile, Adobe Target has evolved and improved, and it now provides personalization and automatic audience targeting. Adobe Target’s user interface is simple and intuitive, and complex targeting activities and algorithms can be assigned via easy-to-use, step-by-step wizards.
Considering the company’s recent acquisitions and the evolution of proprietary programs and tools, Adobe’s step into the marketing space seems almost natural. But if it has yet to feel that way to you, perhaps all you need is a good partner to turn that potential into performance.