The Adobe Marketing Cloud: Everything You Need to Know

TAP London
28 Jul 2020

The Adobe Marketing Cloud

The Adobe Marketing Cloud is a real powerhouse of tech, perfect for marketing professionals in all kinds of different industries. Part of the Adobe Experience Cloud, the Marketing Cloud includes a huge range of different digital solutions, and it’s fast becoming the go to software for marketing teams all over the planet.

Currently, the Adobe Marketing Cloud is being put to great use by those in the hospitality and events industries, as well as those working in the retail, media, telecommunications and travel industries. But its uses don’t end there – in fact this cloud-based service is well suited to almost any industry looking to capitalise on the unstoppable potential of data-driven digital marketing strategies.

How did Adobe create its Marketing Cloud?

The Adobe Marketing Cloud was first launched back in 2012, and its popularity has been on the rise ever since. The cloud itself was partly created through the development of cutting edge in-house product development, but it also includes some incredible contributions from specialist software developers, whose ideas and technologies were acquired by Adobe, specifically for this project.

adobe marketing cloud logo

What does the Adobe Marketing Cloud do?

There are a whole host of different services included in the marketing cloud. Some of the most useful products which have been integrated into the cloud include Adobe Experience Manager, Adobe Target, Adobe Campaign, Adobe Social and Adobe Primetime. If your business already uses one or several of these, it may be worth looking into how the marketing cloud could help to streamline your processes.

The smart services that the cloud offers include practically everything you need to run a cost-effective, data-driven digital marketing campaign. The cloud includes products designed to help with content management, campaign testing, campaign targeting, social media strategies and experience management.

There are also plenty of different tools included that can be used to help a brand get to know its customers and target markets, in more detail than ever before. This data can be enormously helpful when it comes to really optimising every piece of content that your brand puts out there, and it’s also great in terms of maximising the ROI of different campaigns. The information it reveals can ensure that money is invested in the right places and targets only the consumers who are most likely to buy your product, or sign up for your service.

Will the Adobe Marketing cloud help with journey mapping?

In a word, yes! The cloud is indispensable in helping brands to manage customer journey mapping, and as we all know this is fast becoming one of the most important areas of digital marketing. Good journey mapping can be incredibly helpful in helping teams to enhance the customer experience and improve the ROI of marketing activities.

The  Gartner customer experience survey found that two thirds of companies are now competing solely on the experience they offer. In 2010 that figure was just 36%, so it’s easy to see which way the market is going. With the Adobe Marketing Cloud, brands can access the data they need to really compete on a customer experience basis.

Using the cloud, marketing teams can identify a whole host of different customer journeys, and follow consumers through every interaction they have with a brand. Brands that do this successfully will be able to pinpoint any weak areas in the customer journey, making sure that the maximum possible number of prospects makes it right from the first interaction through to a purchase. Fingers crossed, they might even leave a good review and go on to make a few follow up purchases too.

It is also worth pointing out, however, that the marketing cloud is not the only tool brands can use to effectively map and understand the customer journey. The Adobe Experience Platform is a purpose-built customer experience manager, capable of combining online and offline data and providing real-time customer profiles. As a result, brands who use the Adobe Experience Platform are finding it even easier to understand the customer journey.

Does the Marketing Cloud integrate with other services?

To get the full benefit of the Adobe Marketing Cloud, you might want to integrate it with other services your team is already using. Thankfully, the team at Adobe have thought about this, and made it pretty painless to integrate with a whole range of different products and services.

The marketing cloud is of course cloud-based, so it can be easily integrated with other solutions. And that means that setup isn’t nearly as difficult as you might have imagined. Existing accounts can be quickly integrated with Adobe Analytics and Adobe Target, keeping all that important data at your fingertips from the moment you start using the Adobe Marketing Cloud. Adobe has also released a series of video tutorials designed to help with setup, and integrations are covered in these.

 

Key features of the Adobe Marketing Cloud

The Marketing Cloud encompasses a huge range of different features, having been designed to provide marketing solutions for almost any industry. However, there are a few key features that are particularly helpful, and these can be put to good use by most marketing teams. Here are some of the most impressive features of the product:

Automation: Adobe Campaign Marketing Automation helps teams to improve the productivity of different campaigns, and enhance that all-important customer experience. It does this by enabling teams to create different customer profiles and tailor communications to specific prospects. So, campaigns can be designed to appeal to each customer’s interests, based on how they’ve interacted with previous communications.

Campaign Testing: If you’re not yet A/B testing your campaigns, you should be. This testing is vital for teams looking to improve results over time, and it can deliver some eye opening news on customer preferences. Adobe Target helps teams to A/B test all campaigns quickly and easily, and it provides the results in a user-friendly format that’s as accessible as it is useful.

Insights: The Adobe Marketing Cloud is perfect for social strategies, providing detailed insights for all the most commonly used platforms. Adobe Social keeps social insights recorded in one place, and it can also be used to publish content on all of your brand’s social profiles. The data it records really is worth its weight in gold, so keep an eye on which posts perform best to learn about the social content that your customers want to see more of.

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The Adobe Marketing Cloud is now being used by many of the world’s leading brands, and once you see what it can do we bet your team will soon be putting it to good use too. Take a look at the incredible potential of this powerful platform and find out how the cloud could help your company to maximise engagement, improve ROI and drive profits. Contact the team at TAP London to learn more about how Adobe Marketing Cloud works.

Adobe Services

Adobe Experience Cloud Adobe Campaign

Adobe Target

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