Thomas Boudalier, VP of Engineering for Adobe Campaign and Francois Laxalt, Senior Product Manager, both gave a session on where Adobe Campaign is going in the next little bit. While we saw some demos of a fully integrated Marketing Cloud including Adobe Campaign, we know it hasn’t been released yet. Of course, those in the audience wanted to know about more than just a SaaS version. Marketing automation is seeing a lot of change so Adobe Campaign has more to show.
Trends, What’s Next for Cross-Channel Marketing
Francois started with a number of trends driving change in the industry.
Empowered Consumer
This is the era of the empowered consumer and you have to EARN their trust.
Stats:
- 54% of consumers don’t trust ads they see. (Forrester)
- 70% feel that your attempts at personalization are superficial
Consumers also want more options for privacy and how much you interact with them.
Channel Proliferation
With the digitzation of marketing, addressable channel have proliferated. Large companies like P&G plan to shift their ad spend to addressable channels. At the same time, legacy channels like TV are becoming more addressable.
New channels
- Video game consoles and video games
- Cars
- Once cars become addressable then almost anything can become a channel
Content offer Optimization
You have a couple challenges
- It has to be real time
- You have to deal with lots of formats (format deluge)
- Many start in one channel and move to another to complete the transaction
- Contextualization
- Now you need to know where a person started, where they are now, and how to keep the exxperience moving.
Data Conundrum
All the channels, CRM, third party data, websites, and a marketing database gives you a lot of data.
Stat: In 2011 71% of CMOS said they felt underprepared to deal with the data explosion. Now that statistic is 80% (IBM)
First party data is king. It delivers the best ROI, allows you to match anonymous and known data, and you own the data.
Automation and Orchestration
Adobe Campaign rides the cusp of this trend.
Adobe Campaign
Marketing is where the action is right now. They follow a couple of driving philosophies
- User Experience. Create applications for people not just engineers
- Digital Data Deluge – must handle large amounts of data
- Security – It must be a priority
- Integration and Extensibility. Make it all work together within the Adobe Marketing Cloud. Allow for the use of the tools in new ways with open api’s
- Functional Features – in other words, deliver key functions like visual campaign, mobile support, an integrated customer profile, etc.
What’s Next
.Next is the next generation of Adobe Campaign. Goal number one is to make it a first class member of the Marketing Cloud. At the same time, they want to continue as a first class campaign product
Demo time: Note that this was the alpha version. It’s due out in Q3
- New version reflects the Marketing Cloud look and feel. Black and white, simple interface
- It’s web based, not client like previous versions
- They changed up some labels, probably to match the labels of the cloud
- Overview screen shows a dashboard of options
- Customer profiles are part of the integrated customer profile
- It’s an updated UI
- Contains images, maps to location, all interactions with customer, by inbound and outbound
- Includes a timeline
- Audiences
- Otherwise known as targets or segmentation
- Shows a number of out of the box segments
- Creating new audiences or segments has a simple UI to combine existing audiences, adding new filters, etc.
- Audience now synchronizes with the rest of the marketing cloud. So all your segmentation is usable by all the tools
- Data Feeds
- This other data section includes a nice interface to see your CRM feed, syncing with purchased records, etc.
- It’s where the ETL tools are
- The enrichment of data make them part of the master marketing profile (MMP)
- Campaign execution
- New look, based on cards
- Completely updated UI. Very modern, no old Windows look
- The same metadata is there of course
- Editing tools for emails are embedded into the Activity, not separate
- The program, campaign, activity hierarchy remains but with the clean card interface
- One campaign may have multiple activities across different channels
- The workflow UI is completely udpated although the icons retain some similarity with previous versions. Queries, Splits, Email rules, etc remain the same.
- As the workflow runs, it can accept data from other parts of the marketing cloud. That enters in the workflow stream for the “real-time” part of the marketing promise.
- Made a reference to kicking Exact Target in the behind
- Channels include (notice the new channel direct to other Adobe products)
- email delivery
- landig page
- sms
- social networks
- adobe social
- adobe target
- adobe media optimizer
- direct mail
- Mobile notification
- Calendar view
- Shows all programs, campaigns, activities.
- This functionality existed before but the UI is completely redone and now allows search
- Reports are updated. The extend of reports looks the same but they show a dashboard now.
- Dashboard is new, it shows key data on your running campaign
- Mobile
- Showed the tablet version live
- Pretty much the same interface
- Designed as “touch first” so it works in the tablet in the same fashion as it would work on the laptop
- Supports different orientation as well
Beta Program
They officially announced the beta program in the session.
www.adobe.com/go/acbeta
You can apply today. The program will start in May.
Other info
They now have the campaign management assessment tool. It’s at adobecampaignpro.com
