News

Adobe launches Experience Cloud to help CMOs become about ‘brand purpose' not just ‘brand awareness’

Adobe Experience Cloud will help brands better integrate their communications

Adobe has launched Experience Cloud as its latest offering to large-scale enterprises’ marketing departments, with a integrated set of software tools that will use cloud computing to help brands integrate their advertising, analytics tools as well as other digital touch points to hone their customer experience offering.

The enterprise IT giant used its annual showcase event Adobe Summit this year to debut the tool which it claims will help marketers (and indeed wider enterprises) adapt to the expectations of consumers in an ‘always on, connected world’, with the company’s leadership underlining that marketing in this era is “no longer about brand awareness to about brand purpose.”

Adobe Enterprise Cloud will comprise of the enterprise IT giant’s Marketing Cloud, Advertising Cloud, and Analytics Cloud offerings and will use its machine learning capabilities (dubbed Sensei) and artificial intelligence platform to help better personalize brands’ interactions with customers.

Additionally, Adobe Enterprise Cloud has been built to help brands also using the Adobe Creative Cloud and Document Cloud to better improve the effectiveness of how marketers communicate with both prospective and existing customers.

Speaking this morning (March 21) during the event’s keynote presentations, Brad Rencher, Adobe general manager and executive VP, said the company created the offering because consumers’ expectations of marcomms and customer service have increased.

“Marketing is no longer about brand awareness to about brand purpose,” he declared, adding that progressive marketers are already considering brands in such terms.

“The experience business wave is really going to be the next big battleground… and if you haven’t moved to become an experience business, then you already falling behind the competition,” added Rencher.

Adobe claims the introduction of the service will help brands use data to be personal and consistent in their communications with consumers – across paid, earned and wondered media properties – across screens.

During the morning’s keynote presentations the company explained how brands from multiple industry verticals are beginning to deploy the service with automotive brand Mercedes-Benz, luxury travel provider Carnival Corporation as well as franchise giant Domino’s Pizza all using it to put data at their transformative services.

Rencher, explaining how the complex nature of customer interactions with brands now requires such complex data-crunching.

“In the last year we’ve optimized over 100 trillion digital touch points… they go well beyond marketing, and while Experience Cloud was meant for marketing it is for the enterprise.”

Read more about Adobe's 'open data' partnership with Microsoft also announced today here

A more comprehensive breakdown of the offering can be found on a press release here. The Drum will report further on #AdobeSummit proceedings through to March 23. Follow The Drum Americas on Twitter for updates

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Ronan Shields

I'm the digital editor at The Drum, and cover adtech and martech. Prefer news and analysis, over opinion pieces. Current fascination(s) are blockchain and media futures trading; also curious about transhumanism on a personal basis. NYC-based, but really London Irish.

All by Ronan