One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Adobe has added a sixth integrated pillar to its Marketing Cloud portfolio aimed at cross-channel campaign management.
The campaign technology capabilities are the result of the company’s acquisition of campaign management software vendor, Neolane , for US$600 million in June, and will sit alongside Adobe’s analytics, targeting, social media management, asset and content manager, and online media optimisation solutions.
All six solutions are available as cloud-based services and are based on open architecture. According to Adobe Australia and New Zealand managing director, Paul Robson, the expanded digital marketing toolkit will empower marketers to develop integrated customer profiles and deliver relevant offers and messages in real-time.
“Adobe Campaign brings critical cross-channel campaign management capabilities to the industry’s most robust marketing solution, and provides top brands with the complete digital marketing solution they have been looking for to deliver the most outstanding customer experiences,” he said.
Earlier this week, Adobe also announced major updates to its digital targeting and testing solution, Adobe Target, aimed at simplifying the user experience. The changes include a redesigned and touch-based interface, plus a new step-by-step workflow framework to guide users through testing digital offers and personalising Web content for specific audiences.
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The vendor has also introduced a centralised customer audience library, real-time interactive reporting on targeting efforts, mobile app optimisation, and what it calls a ‘visual experience composer’, allowing users to create varied content directly on a Web page.