It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
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.