There is a monumental evolution in consumer behavior, quite literally by each passing minute!
What today is a trend in the consumer market might be an old tale the very next day.
But it’s not just the trends that brands need to notice; it’s the flourishing customer base as well. What once was the size of a puddle has turned into an ocean big of a market with billions of consumers, spread across varied geographies and locations.
Now you might think that such a magnanimous consumer base eases the marketing and targeting efforts for a brand.
But that’s where you go wrong.
Customers today know their worth, which is why they’re savvier, more demanding, and empowered than ever before. They command a multi-channel personalized experience to forge a connection with your brand, and they won’t just take up anything you sell them.
It is why brands struggle with targeting, attracting, and retaining customers.
Some of this seismic shift is due to the advent of modern technologies incorporated into robust mobile marketplaces driven by high-speed internet.
That said, digital marketing professionals struggle to build custom personalized interfaces, deliver consistent digital experiences and do all this in time while meeting customer demands.
So, what’s the solution?
Enter Adobe Experience Manager, a.k.a AEM.
It holds tight the bridge between a brand and its customers, allowing the former to create a unique and impressive digital experience while leveraging the power of context-optimized messages scaled across services, products, organizations, and countries.
Long story short, it empowers enterprises to send the right message, to the right person, at the right time.
In the modern industrial setup, nothing matters more than a business’s online presence. From revenue generation and maintaining relationships with vendors and partners to attracting new customers and hiring new employees- a thriving online presence acts as a catalyst for your business. In fact, your website works as the heart and soul of your organization- who you are and what you do.
However, to achieve all those goals, what resources must a company employ?
You guessed it right (If you did!).
You need digital content delivered as images, videos, infographics, statistics, documents, apps, etc.
To do all this and more, you’d need big tools like Adobe Experience Manager- an Enterprise Web Content Management System.
Adobe Experience Manager amalgamates the potential for digital asset management with the power of content management system, providing seamless, consistent, optimized, and customer-centric experiences across all digital channels, including web, email, social, and mobile.
It is perhaps one of the most potent Adobe Marketing Cloud components. Although AEM is a content management system, it isn’t limited to only being that.
For designers, it is a powerful, feature-rich, and user-friendly tool great for building front-end applications.
For marketers, it is perfect for content management and optimization without any external dependencies.
For developers, it is a vital tool to create access and reuse content elements across other projects and customer interfaces.
Adobe Experience Manager (AEM) helps you envision your entire marketing strategy through an omnichannel approach. It serves as a reliable content management system, forging a personalized website experience across several channels.
It is why AEM CMS is one of the fastest-growing web platforms today, used by big corporations like Chipotle, The Wonderful Company, etc.
As a CMS, Adobe Experience Manager includes Adobe products like Adobe Analytics, Adobe Campaign, Adobe Solutions, Adobe Primetime, Adobe Target, Adobe Media Optimizer, and Adobe Audience Manager.
AEM or Adobe Experience Manager consists of five modules: sites, assets, mobile, forms, and communities. These modules form a comprehensive content management solution to build websites, mobile apps and manage marketing content.
So, what do these modules actually do?
Here’s a brief description of it:
Create, manage, deliver, and analyze content, images, and videos to any device or screen.
You might be wondering why Adobe Experience Manager is such a big deal?
Well, its biggest perk is that it simplifies the delivery and management of website content and its assets, reducing the complexity and struggle associated with delivering online experiences to the right customer. It eases digital content management, allowing businesses to effectively manage mobile apps, mobile websites, eCommerce, and promotional marketing campaigns.
AEM provides the best-in-class features like content workflows, digital asset management, social collaboration, and a multi-channel approach.
Coupled with the power of Adobe Marketing Cloud, it erects a formidable path for digital marketing professionals.
The following are some portions that stand out as a competitive edge to AEM.
AEM’s built-in digital asset management functionality allows you to store content and visual assets on the cloud, allowing employees to access any project file from anywhere. It introduces the concept of centralized storage, thus adding greater efficiency to the business processes. DAM empowers editors to work on a comprehensive set of information per asset. It makes editing and publishing content a smooth and intuitive affair.
AEM creates a central environment for your content and assets, enabling editors to manage projects through a project dashboard. Each project is represented as a tile in the dashboard. AEM allows users to add information to their projects. Besides website and assets, you can enable adding details like external links, project information, team details, and other related tasks.
A business’s marketing efforts aren’t limited to customer experience; it also includes analytics, creating campaigns, and expanding the customer base. Once you integrate Adobe Experience Cloud to Adobe Marketing Cloud, you secure your marketing efforts. Also, you can integrate AEM with third-party tools and add robustness and extensibility to your marketing strategies.
Whenever you’re uploading assets, you’d be asked for metadata and tags. Such information boosts the SEO and user experience of a website. However, if you’re uploading hundreds of assets every day, it’s going to be too much of a task for you. It is where AEM can help you. AEM can detect the critical information associated with the content and then automatically fill in metadata and tags. You can edit the tags if you feel they’re not relatable. So, if you have a large volume to upload, AEM can speed up the process for you.
Content is the backbone for any CMS.
There is all types of content available in the DAM, including images, videos, and documents. The DAM structure permits editors to visualize how their project will look after designing. Along with this, you can use the building blocks to create extra content for the page.
Designers can visualize certain content in web pages using pre-installed out-of-the-box components. The most significant advantage of using OTB components is faster deployment and lowered development cost. It means that the developer doesn’t have to code content blocks. Since it is an Adobe product, regular updates, including standard layout, forms creations, and workflows to collect, store, and manage data are a given.
AEM can convert your files into different formats to engage audiences across several online channels. Using AEM, you can showcase products via multiple videos, hence driving engagement, garnering customer attention, and forging brand loyalty. Using analytics and insights, you can study visitor behavior and distribute content accordingly.
Every second, millions of digital content pieces are added online. But not every content appeals to customers the same way. So, it is crucial to refine the content depending on the visitor profile. AEM stores user details like location, relationship, search history, and much more data.
While users can navigate the web pages, a visitor’s profile is automatically built and added with extra information. It is how AEM delivers personalized content to every customer who lands on the webpage, creating an effortless brand experience.
AEM holds the reputation of being an enterprise-friendly web content management solution mainly because of its robustness and easy third-party integrations that leads to upscaling personalized efforts, improved speed to market, and streamlined workflows. It follows a flexible approach that is perfect to meet rapidly-changing consumer demands.
All in all, with Adobe Experience Manager, you improve the user experience on your website by a considerable margin.
And that makes all the difference!