Driving brand engagement is not only about reaching higher sales but about keeping relevant. Like taking to a treadmill in a group exercise class, you can either try to keep pace with the leaders or fall behind the pecking order and be forgotten about — just don’t fall off!
And engaging customers means meeting them on the evolving network of channels where they spend their time — social media, games consoles, apps. For brands, that means constructing quality, personalized interfaces that are connected across platforms; to build an omnichannel presence.
For brands that lead among the pack, one content management system that is almost always considered, and very often implemented, is Adobe Experience Manager. The headless system optimizes a brand’s content across desktop and mobile and is built to customize messages and experiences for customers.
Within the AEM system are aspects that enable a brand to perform and manage omnichannel experiences.
From the marketing side of things, teams can make and manage content that can easily be scaled across services, products, organizations, and locations without the requirements of technical dependencies.
From the perspective of developers, teams are able to reuse content, with whatever tools they choose, to make customized front-ends.
What’s the word?
In the early and simple days of ecommerce, the design and delivery of digital experiences revolved around the content of a brand’s website, whether it was accessed on desktop or mobile. Like any organism that survives, as it grows, so does its complexity. Today, digital experiences extend beyond a brand’s website, into areas like email, social media, games consoles, and even integrated with in-store experiences.
AEM is all about using content in deep and creative ways across all platforms. Let’s take a retailer who wants to test magic mirrors in store so that customers can check out a dress and try it on virtually using augmented reality. Or customers looking at a shelf of bottles of wine are able to interact with the magic mirror, which displays the history of the product and provides richer content experiences. All of this is possible when using AEM.
And it’s not only the word that AEM handles but also other media. Images and videos are easily imported and managed in the platform so that you can handle all types of content that your brand requires.
Dipsered yet centralized
Despite being able to reach out across the diverse platform environment and deliver powerful and personalized content, all is managed from one central platform. This enables simple and fast navigation while suppressing complexity in a user-friendly environment no matter who is working in the platform, whether it be devs or marketers.