Here at United Virtualities, one of our utmost favorite technologies that we love to work with is Adobe Experience Manager. We don’t hide our love for it. The high-end content management system is part of the broader Adobe Experience Cloud and possesses the functionality to help construct smooth and rich digital experiences across the web and mobile.
It simplifies the management of your marketing content while providing a rich depth of functionality to personalize digital experiences.
While that may seem like a contradiction (how can it be simple yet complex?) — besides noting that life is inherently contradictory — it all comes down to the smooth navigation of the platform and user-friendly dashboards and tools.
Let’s say there is a retailer, The Best Shop, who performed handsomely upon entering the ecommerce era. It quickly adapted to the impending fundamental changes witnessed in shopping behaviors and attitudes, and hopped onto the internet and set up an online stall.
Then a decade ago, The Best Shop decided to reach out to its customers and provide greater interaction. So it added a blog function to its website, as it continued to adapt to the unfolding diversification and complexity of ecommerce specifically, and business in general.
However, a standard blog doesn’t seem to be having the desired effects that The Best Shop had hoped for. Customer interaction remains very limited, along with their engagement. But sales have been good. So the shareholders decide to reinvest some of The Best Shop’s healthy profits into overhauling and optimizing their content — not only for the blog but for all web content.
The Best Shop begins its search for the best-in-class solution and highlights Adobe Experience Manager as the ideal fit. It’s a choice that not many businesses are able to take into account. After all, licence costs run into the hundreds of thousands, in addition to the costly price of implementation. But the trade off guarantees them powerful tools to create and maintain complex interactions. And produce quality content that other providers are unable to offer.
For example, The Best Shop would be able to tailor their communications to their customers depending on where they lived. And so they could show customers in San Francisco one version of their content while customers in Vermont would read an alternative version. And at the micro level, they may want to publish the same content across the country but to change one particular aspect that is most resonant to each state. For example, they make a food-related joke in the third paragraph, but for the joke to work you need to use the most popular food, which varies from region to region.
And even before they implement these types of changes — whether it be nuanced or obvious — the Adobe platform allows them to carry out A/B testing, enabling them to experiment with alternative content and showing a particular percentage of their customers one content experience and another section a different experience.
So it’s no wonder that some of the world’s most recognized brands have used or continue to use Adobe Experience Manager, such as Kelloggs, Ford, T-Mobile, Samsung, Nike, and GoPro, the latter three being close clients of ours.
All of these brands know that to get personalized, content-led experiences — financed by a big bucket of spare change to pay for the high cost — then Adobe Experience Manager (AEM) is one of the smoothest fits in the market.
PS: UV is one of the world’s leading Adobe Experience Manager development & strategy teams. Contact us to see how we can work together.