At NRF’s 103rd Annual Convention & EXPO, Adobe announced integration between Adobe Campaign (formerly Neolane) and Adobe Experience Manager, key elements of the Adobe Marketing Cloud, the industry’s most comprehensive set of marketing solutions. This combination of Adobe’s leading cross-channel campaign management and web experience management solutions will let marketers work from a single digital asset management repository and integrate data from both anonymous visitors and identified customers to create a personalized customer experience. In addition, Adobe has introduced a series of enhancements that allow customers to better harness the power of Adobe Campaign.
“Marketers need a better way to create, optimize and deliver content across all online and offline channels,” Suresh Vittal, VP, Marketing Strategy, Digital Marketing, Adobe. “The integration between Adobe’s leading web content and campaign management solutions enables marketers to deliver unparalleled, personalized experiences in the channels their customers prefer. This milestone is the first of many that will showcase ongoing and deep integration of Adobe Campaign with Adobe Marketing Cloud.”
Key new functionality in Adobe Campaign includes:
· Real-time interaction management and scalability – Marketers can now effectively deliver large volumes of campaigns, offers, data and interaction with an enhanced real-time marketing infrastructure.
· New tools, processes and assets make it easier for marketers to create and customize local campaigns.
· Reporting enhancements in transactional messaging – Transactional messaging, which completes or confirms a previously agreed upon transaction such as order or delivery confirmations, provides marketers an opportunity to increase brand loyalty and drive incremental revenue.
· Additional improvements – German language support and several technical platform performance enhancements.
This announcement builds on the recent unveiling of a new pricing structure for Adobe Campaign, which took an important step toward helping marketers scale and unify their campaigns in a way that is not cost-prohibitive or tied to email CPM and. more importantly, aligns with how they communicate with each customer in a personalized manner.