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Using the Adobe Stack to Enhance your Digital Marketing Strategy

by Puneet Lamba January 12, 2023

As we enter 2023, there are a few key areas that will become pillars of any successful digital marketing strategy for Adobe customers: First-Party Data, Personalization and AEM as a Cloud Service.

Adobe’s comprehensive and integrated suite of tools—trusted by top organizations from around the world—cover the entire range of digital marketing activities, from content creation and management to analysis and optimization. Besides the Adobe Experience Cloud (AEC) set of digital marketing capabilities, Adobe also provides top-tier and widely-used creative tools such as Photoshop, Illustrator, Figma, and many others that are part of the Adobe Creative Cloud suite.

The Adobe Stack is designed to help businesses and individuals create, manage, and optimize digital content and experiences across various channels. As organizations kick off the new year, developing a plan and strategy for these key areas will push them ahead of the curve and help them maximize their Adobe investment.

  1. First-Party (1P) Data
    First-party data is collected directly from an organization’s own sources, such as its website or mobile app, rather than from third-party sources. Third-party data is becoming more restricted by browsers and devices, making it crucial for companies to ramp up their efforts to collect 1P data. For example, this can be done by incentivizing users to provide their email addresses or other information when they register on a website or download a PDF. Adobe’s Real-Time Customer Data Platform (RT-CDP), which is part of the Adobe Experience Platform (AEP), is a key tool for enabling efficient 1P data collection. By using RT-CDP, businesses can more easily collect and organize 1P data from their own sources, which can be useful for a variety of purposes, such as personalization, targeting, and analytics.
  2. Personalization
    Next, 1P data enables companies to attach web analytics data (such as that provided by Adobe Analytics) to specific users. Products like Adobe Target, Customer Journey Analytics (CJA), and Customer Journey Optimization (CJO) allow companies to use this data to personalize the user experience based on segmentation or specific users. For example, a business could use Adobe Target to create different versions of a website or app for different user segments, such as men and women, or users in different geographic locations. Alternatively, a business could use CJA or CJO to analyze the customer journey and identify opportunities for personalization based on individual users’ specific actions and preferences. A personalized experience goes a long way in making users feel satisfied with the quality and relevance of their experience, which ultimately leads to increased conversions.
  3. AEM as a Cloud Service (AEMaaCS)
    Finally, as your 1P data collection and personalization efforts drive up traffic to your website, you’ll need to make sure it can scale to meet the demand. This is where Adobe Experience Manager as a Cloud Service (AEMaaCS) comes in. AEMaaCS simplifies the client’s management of the cloud, provides performance enhancements, and is likely to become the future of AEM. Adobe further sweetens the deal with significant licensing incentives for clients to migrate to AEMaaCS. Even if you’re not ready to make the switch just yet, it’s worth considering as a possibility for the future.

Paying attention to these three pillars is essential to driving your digital marketing efforts and meeting your goals in 2023 and beyond. By focusing on first-party data collection, personalization, and scalability through AEMaaCS, you’ll be able to set your business up for success and stand out in a competitive digital landscape.

An Adobe Bronze Solutions Partner, One North can help make your digital marketing goals a reality, drive business value and deliver impactful experiences. To learn more about how we can help you maximize the value of your Adobe investment, drop us a note on our Contact page.

Photo Credit: Mike Kononov | Unsplash

Puneet is Director, Adobe Practice at One North. He holds over 25 years of experience designing custom enterprise solutions for Fortune 500 companies. Puneet has brought his deep expertise in the entire Adobe Experience Cloud suite of digital marketing products to clients in banking, finance, manufacturing and healthcare, guiding them on how best to maximize their investment.

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