Let’s begin our Adobe Summit Recap with a discussion of customer experience. Customer Experience Management (CEM) was an overarching theme at this year’s Digital Experience Conference. The 2017 name change from the Adobe Marketing Cloud (AMC) to the Adobe Experience Cloud (AEC) perhaps most obviously encapsulates this priority. Of course, it also aligns with the brand’s motto. In the words of Adobe CEO, Shantanu Narayen: “People buy experiences. Not products.”
From session to session, the subject of delivering consistent and relevant omni-channel experiences at scale repeatedly came up, as it lies at the centre of Adobe Campaign, a tool designed for the modern-day marketer. The release of the Adobe Experience Cloud platform further simplifies and optimizes the end-to-end process of creating and delivering personalized customer experiences at scale. More than this, it allows for the real-time management of customer profiles enabled by a robust set of digital marketing applications, such as Adobe’s Marketing Cloud, Advertising Cloud, Analytics Cloud, and Commerce Cloud.
Having specialized in marketing consulting for over 14 years, we at Munvo recognize the value of capitalizing on crucial integrations to enhance marketing practices, and by extension, customer engagement. The 2019 Adobe Summit highlighted the inclusion of Marketo and Magento to the Adobe Experience Cloud for this purpose. While Marketo, a worldwide leader in B2B (Business-to-Business) Marketing Automation was added to the Marketing Cloud, Magento instead created its own unique Commerce Cloud. The incorporation of these two applications furthers Adobe’s reach for B2B and E-Commerce marketers across all industries. As such, there was a palpable sense of enthusiasm for both Marketo and Magento throughout the entirety of the Adobe Summit.