Adobe expands digital experience-building capabilities

SINGAPORE - Adobe has announced expanded capabilities to its portfolio of products, aimed at aiding brands become more experience-led businesses.

The announcements were made at the Adobe Symposium, its annual digital marketing conference, hosted at the Marina Bay Sands, which saw 1,000 attendees this year.

During his welcome address, Adobe APAC president Paul Robson said brands that are laser-focused on customer experiences at every touchpoint are already pulling ahead of competitors.

“Experience is the new competitive advantage,” he said.

A new, simplified user interface for Adobe Marketing Cloud was introduced at the event, along with a search function to easily locate files and images.

Other upgrades include added data-science functionality, which enables features such as auto-allocation of traffic to the better performing experience design and a virtual analyst to aid users in making sense of data.

The company is also enabling real-time triggers for cart abandonment, to allow marketers to rapidly re-engage with customers and optimize conversion rates.

Later this year, the company will release subject-line optimisation for email campaigns, which uses insights to suggest improvements to increase the chances of email opens.

Other announcements include:

• Connected shopping experience advancements: Adobe Sneaks, which offers a peek at the innovations percolating inside Adobe Labs, will feature the unveiling of the “adaptive store” kiosk. This integrates personal shopper information and data-driven product recommendations into the offline shopping experience.

• Virtual reality capabilities: New capabilities within Adobe Primetime include ad-driven monetisation for VR, the support of playback of DRM-protected content (using Adobe Access) for both Virtual Cinema and 180/360 VR video scenarios and device support for Samsung Gear VR and Google Cardboard. Support will come later for Oculus Rift and HTC Vive.

• Adobe Experience Manager and Adobe FrameMaker integration: This new integration helps brands manage and publish complex technical content across all channels, devices and formats.