New connection promises a unified view of customer interactions
While marketers want to engage customers in a unified way, disconnected systems often make that difficult. Adobe and Microsoft aim to tackle that problem by integrating Adobe's Marketing Cloud with Dynamics CRM.
The goal of the integration, announced Wednesday at Adobe Summit in London, is to let companies execute marketing strategies that take all customer engagements into account, from reach and acquisition to retention and loyalty.
Microsoft Dynamics Marketing complements Adobe's Marketing Cloud with capabilities including marketing-resource management. With the new integration, companies get a combined tool for both customer relationship management and marketing.
Using it, enterprises can align sales and marketing activities more closely, so they can fine-tune sales and service calls and better identify sales opportunities, according to Microsoft and Adobe.
They can also combine Web behavior data with order history, return history, loyalty status and call-center history, allowing them to determine where a customer currently falls in the sales lifecycle and then target them accordingly.
Other plans for the two companies' partnership include Adobe Marketing Cloud Solutions running on the Microsoft Azure Cloud platform and a connector that will let data and insights from Adobe Analytics appear in Power BI, the two companies said.
Adobe's Marketing Cloud got an additional boost on Wednesday through closer ties with its Creative Cloud suite of apps and services for content creation.
New asset-management capabilities in the Adobe Experience Manager portion of Marketing Cloud, for instance, are designed to improve the creative-to-marketing workflow. A new Assets core service lets users sync, store and share content across marketing solutions and Creative Cloud.
Other new additions include "shoppable hotspots" in video content and functionality that quickly adapts Adobe Photoshop CC files for Web and mobile without the need for coding.
More on Adobe
The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.
The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.
When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.
How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.
We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...
Helaina Berry
Predictions: 17 digital marketing trends for 2017
Interesting insight, well explained and the examples are just apt.Thanks for sharing!
FreshMindIdeas
The politics of branding - Brand science - CMO Australia
When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...
Paulina Cameron
ADMA launches education program to tackle viewability, ad fraud and brand safety
Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...
gary packer
Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making
Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...
Tom
3 ways customer data can increase online sales conversion