Adobe

Adobe Summit 2015: Adobe Campaign 101: Cross-Channel Marketing

Adobe Campaign is a Marketing Cloud tool to create and manage cross channel marketing campaigns. Campaigns consists of workflows, cross-channel execution (targeted emails, direct mail, web content, call centers and push messages), market segments and analytics.
hand_writing_strategy_shutterstock_wordpressPatrick Tripp (@ptripp), Sr Product Marketing Manager, introduced Adobe Campaign at Adobe Summit. He started with a poll of the audience. Most people use a variety of channels with eMail being the most popular.
Kelly Reilly (@KerryReilly1), Director Product Marketing talked about the details of Campaign. Campaign is intended to redefine how brands engage with consumers. Kelly introduced the following core:

  • Integrated Customer Profile brings together information you about the customers.
  • Targeted Segmentation using the data from the customer profiles.
  • Visual Campaign Orchestration or workflow for the campaign.  Visual is the key here as the tool is very visual to build the workflow making it easier for marketing professionals.
  • Cross Channel Execution to deliver the campaign
  • Real time interaction management to target a customer as soon as they visit the web site or call the contact center.
  • Operational Reporting is a must have to identify which programs are working and why.

Best practices for campaign management:

  • LA Kings wanted to increase customer knowledge and deliver personalized fan experiences.  They saw a 10% uplift in online renewals.  They identified positive ROI and increased revenue through these personalized experiences. Below is a video that talks about how the Kings did this.

 

  • Sephora used campaigns for both instore and online experiences.  They saw a 70% productivity jump in creating campaigns
  • Elsevier wanted to enhance customer communications, increase engagement, and implement best practices. They saw 30% increase in open rates and cost savings across their marketing efforts.

Campaign is now integrated across the Marketing Cloud to address these three challenges:

  • Big Data to integrate customer data from a variety of sources
  • Delivery of Campaigns offline and online, different devices, etc.
  • Content personalization and streamlining content across channels

Here are the integrations

  • Campaign and Analytics – Real Time analytics connected to targeted segments. Analytics can tell you about abandoned carts and those customers can then be targeted via Campaign.  If you can target those customers within an hour, you can increase conversions.
  • Campaign and Core Services – Can share audiences to the marketing cloud and push marketing cloud audiences back to Campaign.  The shared data can be used to enhance personalization.
  • Campaign and Target – Target is the testing and optimization tool.  Target has been extended to include eMail content.  Campaign can target content in the email using personalized and contextual content.
  • Campaign and Experience Manager – connects the Marketing Cloud with the Creative Cloud. Assets loaded into the cloud are reflected in the content used by Campaign.  This creates a consistent brand experience.

Ben Tepfer (@bentepfer), Product Marketing Manager demo’d Campaign.  He showed how a campaign workflow can integrate content from Adobe Experience Manager to create highly personalized content when a user opens a web site from a push notification generated by Campaign.
 

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Mark Polly

Mark Polly is Perficient's Chief Strategist for Customer Experience Platforms. He works to create great customer, partner, and employee experiences. Mark specializes in web content management, portal, search, CRM, marketing automation, customer service, collaboration, social networks, and more.

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