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Articles for Marketing Leaders

    May 02, 2013

    Universal video, rich integration, dynamic personalization with the latest release of Scene7

    Posted by Vebeka Guess

    We’ve updated Adobe Scene7, now part of Adobe Experience Manager, and are excited to share the latest features with you. Our newest release includes enhanced features and tighter integration with Adobe Experience Manager to streamline campaign management, improve customer experience, and increase conversion.  

    Key features included in the release are:

    A new universal video player that enables you to design once in HTML5 and deliver video optimally to every device.  With the universal video player, Scene7 can automatically detect each viewer’s browser type and network bandwidth, and serve up the best viewing and playback experience.

     

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    For more information on video strategies and best practices, download our latest guide: The Adobe 2013 Video Conversion playbook. You'll learn proven techniques for creating targeted and profitable videos.

    Richer integration with Adobe Experience Manager enables automatic transcoding, drag-and-drop web page authoring, and dynamic personalization tools.

    Product enhancements that enable you to convert fonts to outlines, maintain source image format and color space during FXG conversion, knock out opaque image backgrounds on ingestion, and much more.

    The latest release is live in North America as of May 2, 2013, with data center deployments scheduled for Europe and Asia shortly thereafter.  Here are more release details.

    Learn more about how Experience Manager dynamic media (powered by Scene7) can help you deliver dynamic rich media across devices.  

    10:37 PM Comments (0) Permalink
    Apr 30, 2013

    Adobe Experience Manager at My Move

    Posted by Adobe

    By taking direct control of its web content with Adobe Experience Manager, My Move has increased customer satisfaction by 25% and reduced the time it takes to update online offers.

    My Move offers tips, tools, and special offers to movers. Its original website, launched in 2011, was built using an open-source portal that required extensive customization. But limited publishing capabilities, including difficulty re-using unstructured content, prompted My Move to seek new tools.

    Ada Vassilovski, vice president of product and marketing for My Move, says, “We needed a more robust web content management solution. Time to market is critical for us, so we looked to provide our editorial and marketing teams more direct control so they could publish more current content and targeted offers rapidly, without having to go through our development team.”

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    In partnership with CITYTECH, the company’s consultant and systems integrator, My Move chose Adobe Experience Manager, part of Adobe Marketing Cloud, for is its ability to integrate easily with back-end systems.

    Completed in four months, the new website leveraged web content management and digital asset management capabilities in Experience Manager. For customers, updated content loads quicker. Behind the scenes, My Move can use templates to rapidly develop new content. Plus, responsive design capabilities in Experience Manager minimize the amount of manual page resizing, panning, and scrolling across a wide range of devices, including tablets and smartphones. Since launching the new site, My Move has seen changes to visitor behavior, engagement and e-commerce activity.

    “Analysis showed us that when we switched to the new site, our customer satisfaction ratings improved by 25%,” says Vassilovski. “With the Adobe solution helping us to keep our content fresh and relevant, we’re better able to satisfy customer expectations and build brand affinity.”

    Learn more about My Move’s full story here.

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    7:00 PM Comments (0) Permalink
    Apr 24, 2013

    Conquering the Webinar Process—from within Adobe Experience Manager

    Posted by Chris Nguyen

    As thousands of digital marketers from across Europe gather in London for the start of Adobe Summit today—and also coming hot on the heels of the latest version of Adobe Experience Manager 5.6 (which now includes all CQ capabilities)—we’re excited to announce Adobe Experience Manager webinars, powered by Adobe Connect.

    Webinars have become an increasingly important part of the digital marketing mix as organizations work to engage with prospects and customers and to cost-effectively drive leads.  However, to be successful, marketers need to be able to draw large audiences, effectively engage and communicate with participants, and measure the effectiveness of each webinar like they would a search campaign.  And, importantly, do so as part of their overall online presence. Often times, challenges associated with this process can result in marketers not getting the return they need from their online events, at the expense of driving interest, revenue and loyalty.

    That’s where Adobe Experience Manager webinars, powered by Adobe Connect, can help by providing marketers with a complete set of capabilities to conduct webinars and manage the process from within the Experience Manager environment.

     

    First, the offering enables marketers to easily create targeted webinar landing pages that drive registration using pre-built tools that work seamlessly with Adobe Connect. And users can do so leveraging the familiar drag-and-drop interface, existing assets, page design templates, and additional components available in Experience Manager for landing page creation.

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    Create targeted webinar landing pages within familiar Adobe Experience Manager environment, with tools built for Adobe Connect
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    Display events based on user profile

    Next, the offering enables the delivery of immersive online events that help engage audiences to build brand and drive demand. Webinar environments supporting up to 1,500 attendees can be branded with corporate colors and logos, and deliver rich interactivity, including content and video streaming, live Twitter feeds, Q&A, and polls.  

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    Leverage engaging Adobe Experience Manager components, such as Facebook, Twitter, or owned social communities, etc., to promote events through social interactions

    Finally, post-event analytics, delivered via capabilities from Adobe Analytics, enable measurement of results. From identifying which promotional campaigns generated the best results to qualifying leads based on both demographic and behavioral dimensions and also reviewing engagement levels throughout the event to determine what messages resonated most with the audience, marketers can gain important insights needed to optimize their webinar programs.

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    Leverage common templates and DAM library for brand consistency

    The new offering will be provided as an add-on to Adobe Experience Manager, and is expected to be available in June. After licensing the add-on, a free integration package, available via Package Share, will enable the solution.

    We’re thrilled to bring together these Adobe technologies to provide a strong answer to some key challenges our customers have expressed they face in running their webinar programs. We encourage you to stay in touch with us here and on Twitter; we’ll be sharing additional information as we approach availability. And for those in the community at Adobe Summit in London, you can learn more about this offering at the Adobe Experience Manager demo booth within the Community Pavilion.

    Chris Nguyen

    Product Marketing

    @ChrisNguyen

    1:10 AM Comments (11) Permalink
    Apr 16, 2013

    Adobe Experience Management Highlights at Adobe Summit 2013 in London

    Posted by Gunnar Klauberg

    In just one week, we all will be turning to London for Europe’s biggest digital marketing event of the year: Adobe Summit, The Digital Marketing Conference. Following on last year’s success, we can again expect a great community of digital marketing leaders, innovators and entrepreneurs who are sure to deliver fascinating insights and best practices to solve marketers’ growing challenges.  No doubt that next week will spark new ideas and accelerate many others. Here’s a peak at what’s in store for Web Experience Management:

    ·         Curious about the true value of enabling marketers to self-publish in 40 languages and 72 countries to establish a digital presence that captures and sustains their audience’s attention?  Then join SAP’s Shawn Burns, Global VP of Digital Marketing and our Loni Stark in their session on “How to Stand Out: Survival of the Most Relevant.”

    ·         Interested in taking a closer look at how pharmaceutical reps’ sales presentations, delivered on a iPad, can be authored centrally with Adobe Experience Manager, Analytics and PhoneGap to return actionable leads and meeting notes? Don’t miss Miro Walker, CEO of Cognifide and Cédric Hüsler show how to “Build blockbuster mobile apps the easy way!”

    ·         Looking to have several of the most popular digital marketing myths debunked? Get great insights from Stevin Treurniet, Senior Marketing Consultant at DSM and Adobe’s Marcel Boucher on the do’s and don’ts of personalisation and brand engagement in their session, “The marketer's guide to solutions for building brands online.”

    These are just three of the twelve sessions in the Web Experience Management track. There’s much more, including sessions focused on:

    ·         Digital Asset Management – how marketers are taking new approaches to creating, managing, and delivering digital assets for dynamic multichannel experiences

    ·         Experience-driven commerce: Turning passion into purchase

    ·         The 10 hottest new features in Adobe Experience Manager

    Don’t miss it!  Choose your Web Experience Management session before they fill up.

    All of this great content and networking comes on the heels of the newest release of Adobe Experience Manager (AEM 5.6) which features a host of new capabilities in Digital Asset Management, Social and Mobile, as well as even deeper integration with other Adobe Marketing Cloud solutions and Adobe Creative Cloud.   

    Adobe Summit is the premier opportunity to hear directly from Adobe, our customer and partners gathering in London why Adobe Experience Manager has been named THE leader Web Content Management for Digital Customer Experience in latest Forrester Wave report.

    We look forward to seeing you in London!

    Gunnar Klauberg (@Aeroid)

     

     

    10:14 PM Comments (2) Permalink
    Mar 29, 2013

    City College of San Francisco and Adobe Experience Manager

    Posted by Adobe

    By eliminating a hodgepodge of web publishing tools scattered among 3,000 users in 60 departments across nine campuses, the City College of San Francisco wanted to project the school’s organization, quality, and professionalism through a clean, consistent web experience.

    Since its last redesign ten years earlier, the website had become an unmanageable collection of more than 20,000 static HTML pages, many of which were being maintained by student volunteers using whatever tools they had at their disposal. Consequently, visitors had difficulty performing basic activities, such as registering for classes, finding grades, and applying for admission.

    “We’re the largest community college in California, and we’re in the center of where many of today’s technology innovations start,” says Beth Cataldo, web project lead and coordinator of CCSF’s Multimedia Studies Program. “As an institution offering degrees across many technology disciplines, we needed a state-of-the-art website that presented CCSF in the most polished, professional way possible.”

    After evaluating multiple options, CCSF standardized on the Adobe Experience Manager solution in Adobe Marketing Cloud. The Web Content Management and Digital Asset Management capabilities within Adobe Experience Manager provide an easy-to-use, web-based environment built on Java for creating, managing, and delivering personalized online content.

    Adobe Experience Manager has helped solve a number of problems. Intuitive, standardized templates for web pages and streamlined, standardized processes allow users to create and update their own content. Content creators can also maintain a consistent appearance, structure, and navigation for the site. Training and policies also help ensure compliance with accessibility requirements, such as those by the World Wide Web Consortium (W3C) and the U.S. Federal Rehabilitation Act’s Section 508. Finally, transforming the website has also eliminated printing expenses and making digital content easier to find.

    Learn more about how CCSF used Adobe Experience Manager to create and maintain a sleek, professional, easy-to-navigate website by clicking here.

    12:37 AM Comments (1) Permalink
    Mar 29, 2013

    CMSwire Tweet Jam Recap: Defining Employee Engagement

    Posted by Adobe

    Our own Scott Date recently had a chance to participate in CMSwire's most recent Tweet Jam, focusing on employee engagement. You can find a complete recap of the event below. Tune in next time using the #SocBizChat hashtag on Twitter.

    12:18 AM Comments (0) Permalink
    Mar 28, 2013

    Open Source, Open Standards: View from the Shoulders of Giants

    Posted by Andrew Savory

    I'm often asked, "Why would a long-time open source community member join a proprietary software company like Adobe?"

    When people think about Adobe, they often think about our great software products, such as the Creative Suite, Acrobat, or Photoshop. More recently people think about Adobe Marketing Cloud, which provides a complete set of analytics, social, advertising, targeting and web experience management solutions for digital marketers.

    When people think about Adobe, they probably don't think about Open Source or Open Standards. But maybe they should!

    Here are some things I found out about Adobe and openness before joining:

    Now that I've joined, I've been able to see the true depth of Open Source use. Just focusing on Adobe Experience Manager (AEM) and taking a quick look at its architecture:

    • At its core, AEM is built upon a content repository. The content repository stores files in the tar format (IEEE standards POSIX.1-1988 and POSIX.1-2001), on top of which is the content repository API for Java (JCR; standards JSR-170 and JSR-283, both led by Adobe's VP of Enterprise Technology, David Nüescheler).
    • AEM has a modular architecture based around the OSGi specification, and so Apache Felix is used to provide the pluggable framework.
    • The web framework and RESTful architecture are delivered by Apache Sling, which leverages the underlying JCR implementation to store and manage content.
    • Pinning all of this together is a huge list of open source dependencies, managed using Apache Maven.

    It's great to see such a wide range of open source software used in the AEM solution, but more importantly each of these open source projects (and many more) regularly see active engagement and contributions from Adobe developers.

    Adobe is not just passively benefiting from all this code: Adobe developers are in fact frequently working within open source communities creating and driving these projects forward, hand-in-hand with defining and developing the open standards and specifications that they implement.

    There's a saying, often ascribed to Sir Isaac Newton: "If I have seen further it is by standing on the shoulders of giants". It is frequently used in reference to open source software, to describe the rapid advances that can be made by leveraging the software commons rather than reinventing the wheel.

    It's great to see how Adobe has pulled together best-of-breed open source projects to build Experience Manager, a powerful web experience management solution that implements (and sometimes defines) web standards. I'm looking forward to playing a part in evolving web experience management, and to seeing the associated innovations and specifications becoming part of future successful open source projects.

    Fore more on Adobe and openness, see http://www.adobe.com/open.

    Andrew is a Senior Technical Product Marketing Manager for Adobe Experience Manager at Adobe. Prior to Adobe, Andrew spent several years working in a mobile consortium building mobile platforms, and also worked extensively in systems integration where he delivered a wide range of enterprise content management solutions. At Adobe, he provides a bridge between engineering and the wider world, ensuring everyone knows about the great new features and functionality that are being built, and how best to use them, with a mobile focus. Andrew is passionate about open development, is active in a number of open source communities, and is also an Apache Software Foundation Member.

    5:47 PM Comments (1) Permalink
    Mar 26, 2013

    Adobe Experience Manager and CQ Digital Asset Management at Adobe

    Posted by Adobe

    Our own employees and approved vendors use Adobe Marketing Hub to obtain logos, email signatures, corporate templates, and other content for projects. But inadequate metadata and search capabilities often meant manually browsing through file trees, redundant work efforts, and an increased risk of using unauthorized content.

    When our colleagues needed a more reliable, centralized digital asset management system, well, they found it using our solution. With Adobe Experience Manager Digital Asset Management, part of Adobe Marketing Cloud, content developers can now efficiently create and upload thousands of assets with streamlined asset tagging, including automated metadata entry.

    Marjorie McGonigal, senior product manager, Marketing Insights and Operations at Adobe, says, “When content creators upload new assets to the Marketing Hub, Adobe Experience Manager templates can instantly prepopulate metadata fields based on the file and upload folder. Prepopulation can greatly speed tagging for content publishers, accelerating uploading for some users by as much as 30%.”

    Detailed metadata also improves searchability. Users can search for content by product, type or other criteria through a simplified user interface.

    Adobe Experience Manager eliminates the challenges associated with enforcing brand guidelines, too. Now, when users access content in the Marketing Hub, they are required to accept usage terms before downloads. By tracking downloads and acceptance of usage restrictions, we’re better able to manage accountability.

    Check out our full story here.

    7:34 PM Comments (2) Permalink
    Feb 22, 2013

    Adobe CQ Package Share Contest: Announcing the Winners and Looking Closely at Criteria and Best Practices

    Posted by Andrew Savory

    I recently had the great honour of being part of the team reviewing the entries to the Adobe CQ Package Share contest. For those who missed it, Adobe was giving away a 15-inch Retina MacBook Pro for the best five packages submitted, based on the following judging areas: 40% creativity, 40% overall quality, and 20% reusability. We appreciated all who participated and submitted – thank you!

    A package is just a zip file of content in a special format, and by uploading packages in Package Share you can make your custom code – such as templates, libraries, or even content – available to everyone using Adobe CQ in your company, or anyone else using CQ worldwide. It's also a great way to discover new functionality, and to quickly and easily download and install new CQ feature packs. For more background on packages and Package Share, check out my recent video.

    Read More »
    5:41 PM Comments (10) Permalink
    Feb 08, 2013

    Customer Story: Nelly.com

    Posted by Adobe

    For Nelly.com, supporting its impressive growth of more than 4,000% over the past four years meant adopting tools that would provide customers with richer online viewing experiences. As one of the largest fashion and beauty online retailers in Sweden and the European Union, the retailer turned to Adobe Marketing Cloud to effectively create, deliver, and manage a large volume of high-quality online content.

    “At brick-and-mortar stores, customers have the advantage of being able to pick up products, try them on, and inspect all of the details,” says Richard Woodbridge, chief operating officer at Nelly.com. “While online retail stores offer anytime, anywhere convenience, they can lack the immediacy and hands-on insight that customers need to be comfortable making purchases. This is particularly true in fashion, where physical details about a product often make or break a sale.”

    Adobe Scene7, part of the Adobe Experience Manager solution in Adobe Marketing Cloud, helps Nelly.com achieve its goals by dynamically generating and delivering digital content in real time—eliminating the need for manual image editing. Staff is now able to add video and images in multiple angles for approximately 300 new products every day.

    Interactive zoom and high-quality video allows customers to see greater details—from fabric choices and decorative details to how clothing moves on the runway—helping to eliminate uncertainties that might prevent sales. “With interactive zoom, we can highlight details that customers might not see otherwise,” explains Woodbridge. “Video and zoom enabled by Adobe Scene7 work together to give our customers a virtual shopping experience that rivals a trip to a store.”

    Adobe Marketing Cloud offers the product views that the company needs to provide customers with exceptional online shopping experiences. “By delivering dynamic media content, we can give customers more engaging experiences that ultimately lead to higher satisfaction and greater sales,” says Woodbridge.

    You can read more about how Nelly.com uses Adobe Marketing Cloud here.

    7:07 PM Comments (2) Permalink

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