The building blocks of customer experience are blocks of content. And so it follows that the best customer experiences feature creative, quality content that is fit for slick and smooth digital journeys.
Powered by muscular yet agile content management systems, such as Adobe Experience Manager (AEM) – although to be as accurate as possible, AEM is technically categorized as a digital experience platform (DXP) given its broader capabilities, but build out of a solid content management system.
To boost your digital toolkit, Adobe have recently released a flurry of fresh capabilities anchored to Adobe Experience Manager, to power better digital experiences.
In a world that feels saturated with content – with everything from text and audio to video and everything combined – the key is not to pump out more and more content but to craft better content, personalized content, that is tailored to individual customers. And not only that, but to maintain these quality conversations in a fast-moving digital environment.
Despite such a high bar to reach and sustain, there are many points of stress that can slow down or suspend the creation of quick and quality content. One of these stress points is the fact that content is commonly split into separate parts, making it hard for devs to create new experiences because of the complicated access points.
But it doesn’t have to be like this.
During the Adobe Developers Live conference – held virtually this year – a bunch of new capabilities were released. Let’s take a look at them!
Adobe Experience Manager has been bolstered by new headless CMS capabilities – ensuring it’s ticket into the go-to party of our digital era (if you know what I’m on about then you’ve probably already got your invite!).
Facilitating easier development of content across multiple touchpoints, Adobe has introduced industry-standard GraphQL APIs for the delivery of headless content. This is set to allow devs to access everything that they need for building better platforms, websites, and apps.
On top of that, queries can return all nested content in a single call. This has the effect of improving the general performance of an app or a website, because less bandwidth is being used.
Also in AEM, devs are able to extend from headless to hybrid content when required, so that they can collaborate with content creators and marketers.
Using GraphQL, devs are able to deliver effective forms of content across any touchpoint operating from their framework of choice. Think of it: a phone app developer using GraphQL can ask for marketing content from Adobe Experience Manager. The personalized content then is built into the app and plugged into the user experience. Following it, a marketing magician can author this user experience and spread it across devices and touchpoints – so no need to rebuild content for each and every platform.
What’s more, new updates to its Commerce Integration Framework (CIF) gives developers the chance to create varied shoppable experiences that marry commerce with content.
A commerce and content marriage
Another important update to Adobe Experience Manager is that the platform can now integrate the commerce services home to Magento, Adobe’s ecommerce platform, thanks to the Commerce Integration Framework.
The Commerce Integration Framework is built on the foundations of easily-extendable APIs. What this means is that it facilitates simple authoring of the storefront in AEM.
There are already plenty of fans of CIF, including Pentair, a water treatment company that delivers sustainable water solutions. Here’s what they had to say: “Integrating our content and commerce solutions via Adobe’s framework is creating an enterprise solution for our business.
“By leveraging the CIF, we can share properties, such as data and analytics across our brands, to provide a comprehensive experience to customers. Through this integration, we gain the efficiency and effectiveness of a shared platform across the enterprise.”