It may be one of the leading content management systems used in the world of ecommerce right now. Its solid reputation has made it a household name (ok, perhaps not in every household, but on the fridges of most ecommerce analysts and CMS specialists is the smooth and symmetrical lines of the Adobe platform. But what exactly pulls AEM apart from many of its competitors?
This article sets out the specific features that are delivered by using Adobe Experience Manager, and why if you want to do special things with your content, and provide highly-tailored digital experiences, then the Adobe product is well worth serious thought.
The power of personalization
Front and center of all forward-facing brands and retailers at the frontiers of ecommerce is personalization. The ability to tailor product recommendations, social media communications and other online experiences for customer groups — whether that be regional, language-based areas, or individual customers.
AEM is a platform that puts personalization at the spearhead of its platform, so that you can deliver messages across the content landscape that are fixed to your brand’s identity.
Digital asset management
Adobe Experience Manager comes with built-in digital asset management (DAM) so that you are able to store all of your content — both text and images — in one place as well as to manage everything on the cloud.
And because it’s all captured on the cloud, your entire team (or at least all of those relevant team members that you would like to have access to them) will be able to access project files from wherever they are physically — in the office or at home, something which has been a key requirement for almost all businesses for months due to state lockdowns.
Improved task management
The Adobe platform enables separate workspaces for particular projects, which ensures that the dashboard is kept clear from any clutter and confusion. This structured approach to workspace means that each member is located within a particular area of the whole, so that you’re able to work on any one part of the project in parallel with other teams working on other parts.
AEM slots in nicely to the rest of the Adobe Experience Cloud family, which can be smoothly integrated with one another. Perhaps you implement AEM and you’re really impressed with what it can do with your digital content. So you want to bring in more of the family and want to connect it with the Adobe Campaign platform to boost your marketing campaigns. Easy. Or rather, you love the content creativity that AEM gives you, yet you recognize that, for your ecommerce purposes, an external platform, like Salesforce Commerce Cloud, just seems unbeatable and you don’t want to change. Great! Because you can integrate the Adobe family with the Salesforce family in the cloud universe — just like a fluffy tech commune living in the countryside.
Better media management
The Adobe cloud content platform also allows you to add tags and metadata to the files that are uploaded, which provides simple access to your media — that can be particularly painful if you are managing a lot of media. Just remember to take advantage of this feature and you’ll never misplace media again — or at the very least cut 80% of your time looking for the relevant files.
And AEM automatically converts your visual files into multiple formats so that you can engage customers from across an array of channels and platforms.
And finally, AEM is a great engagement driver in that, through its video management, you can show your products via multiple videos across multiple screens. This is particularly useful because it provides tools to analyze data related to visitor behavior, so that you can better manage your media content moving forward, working out which ones work best, and which need adapting.