We got a sneak peek at the Adobe Marketing Cloud user interface that is launching Wednesday. In short, it’s a Pinterest-like feed sourced from what others in users’ organizations are sharing. Adobe Marketing Cloud integrated content creation and community management into its dashboards, allowing users to post to Facebook, moderate through queues, and examine the performance of their posts.
Users create and annotate “cards” that go into the feed. Everything is easily shareable and now visually attractive on whatever device users choose to consume it.
The cynic in me wonders whether this news feed could be polluted by too many shares, especially in a large organization of many users. Adobe solves this by letting you choose which users and content to subscribe to. This new UI inherits the fine-grained reporting and access controls from Adobe Analytics (Omniture, for us old-timers).
This helps break down barriers between marketing groups, and allows teams across multiple functions to collaborate. It doesn’t quite replace best-of-breed tools for community management, but it will help bridge the gap with PR, paid search, social, and other teams.
Insert and share comments:
Users can also drag and drop items to boards, as well as invite others to share in newly formed teams to collaborate real-time on issues:
We asked Lawrence Mak, product manager of Adobe Social, about what makes this offering unique. Besides seamless sharing in this new visual format, Adobe Marketing Cloud provides actionable analytics. Instead of just showing pretty reports, this means surfacing insights and being able to take action on the spot.
The tool crunches data to find statistically significant correlations, surface alerts, and then build audiences. These audiences can then be seamlessly fed into Adobe Target to receive offers and content specific to their interests.
What would be really cool is if they automagically pushed these audiences into the Facebook ads application-programming interface or Twitter Ads API. Or the ability to surface recommendations based on goals users define.
But it’s early in the game. The product launches to a larger audience Wednesday. We can expect further integrations with acquired companies such as Context Optional (via Efficient Frontier) and Day Software (now Adobe CQ), such that we can create content, report on it, and optimize within the same software suite.
Enough has been said about the “social operating system” — one platform to manage all social, to alleviate the pain of having to use and learn multiple tools. We see Adobe Social’s latest efforts moving them well along this path. For enterprise brands, they’ll still continue to use a Sprinklr, Buddy Media (Salesforce), Adobe, and others.
Watch Saleforce, Oracle, and Adobe Marketing Cloud battle it out over the next few years. Readers, what is your tool of choice?
Dennis Yu has helped brands grow and measure their Facebook presences. He has spoken at Search Marketing Expo, Search Engine Strategies, Web 2.0, The American Marketing Association, PubCon, Conversational Commerce Conference, Pacific Conferences, HostingCon, Affiliate Summit, Affiliate Convention, UltraLight Startups, MIVA Merchant, and other venues. Yu has also counseled the Federal Trade Commission on privacy issues for social networks. Yu has held leadership positions at Yahoo and American Airlines. His educational background is finance and economics from Southern Methodist University and London School of Economics.