How Can Adobe Experience Manager 6.1 Help Your Business
Usually when a new product launches, you hear a lot about the improvements and features that it offers, with lots of emphasis on the bells and whistles and the “checklist”. However, what I find interesting is to step back and see what those features really mean for you and how they can address the business challenges that organizations are facing.
If we look at Adobe Experience Manager, and the new 6.1 version that is expected at the end of the month, there is a strong emphasis on a number of big topics. The first of which is addressing a greater need to support mobile experiences and to leverage the emerging trend of connected devices. This is a very important segment of the market for organizations. According to a recent report by Forrester, the average company in the US supports 268 customer-facing web and mobile experiences. In addition to this, predictions place the number of connected devices used by consumers at 35B units by 2019. This is clearly a huge growth area and is a segment that organizations see as a great opportunity for new engagement. What AEM brings to the table here is not just support for mobile and connected devices, but the ability to really make these channels part of an organization’s continuous customer engagement cycle. It’s not just about delivering experiences to mobile devices, it’s ensuring that mobile experiences reflect the brand, and drive the right type of mobile engagement.
Another big trend that Adobe Experience Manager can help companies address is content marketing. Content marketing today has become a huge part of the marketing mix. Nearly all marketers have content marketing as part of their strategy, with efforts ranging from blogging, to custom brand publications and video content delivery. What’s critical with a strong content marketing strategy is that you have the tools in place to create, deliver and personalize content. AEM 6.1 provides this framework for a strong content marketing system. It supports content reuse, allowing marketers to maintain one set of digital assets that are controlled and well governed. This helps drive brand consistency and avoid the efforts and costs associated with duplicate content creation. AEM also leverages flexible templates to aid in the quick creation of landing pages, micro-sites, personalized content, and more. AEM also supports the delivery of rich media content as part of a content marketing strategy.
The other big change with AEM is the growth of support for cloud delivery. What this means for businesses is that you can move at the speed of your business, not the speed of your IT team. A cloud-based delivery model makes it easier for organizations to test and try new initiatives, without the same investments required for on-premise deployments. Marketers can choose the deployment model that makes sense to them. They can quickly launch different sites and campaigns and can create sites that have the necessary scale to handle huge traffic peaks when necessary. AEM is now available in a hosted cloud model, and even a managed services model where marketers can access AEM as a software-as-a-service (SaaS).
The fourth big trend that AEM addresses is the move many marketers are making toward adoption of a Marketing Hub. Just like we saw in the 90s, with the decline in single application solutions for HR and finance teams and the move to Enterprise Resource Planning (ERP) solutions, this is now spilling over to the Marketing department. Organizations are reviewing the dozens of specialized tools that they use to manage their marketing efforts and are making moves to break down the silos and consolidate customer data into a single platform. Gartner has coined this consolidated platform the “Marketing Hub”. Marketers are quickly seeing the value of these connected and consolidated solutions and understanding how they can better support continuous engagement across channels by providing a 360 degree view of their clients. As a marketer too, this means that you have one platform to master, something that’s very compelling given that the average marketer engages with over 100 different marketing technologies on a regular basis.
So, that wraps up what you can expect from AEM 6.1 when it hits the market later this month. If you would like to learn more about any of the areas featured above, or if you would like to dive deeper into the specific features or schedule a demo, I’d invite you to contact us.