Adobe's New Offering To Deliver Unified View Of Marketing Campaigns, Accelerate Execution

"The daily work of the modern marketer has become increasingly complex, as different teams charge forward on individual campaigns without much visibility into the efforts of their colleagues," Amit Ahuja, senior vice president of digital experience business, at Adobe.

"The net result is fragmented marketing operations where too much time is spent trying to align programmes and stakeholders, a problem Workfront Planning solves by providing a centralised solution to plan campaigns, deliver marketing briefs and orchestrate work across teams," Ahuja added.

The marketing calendar in the offering visualises day-to-day work. For instance, a timeline view displays all active campaigns in a chronological format that is customisable for teams or stakeholders. A user can automatically view campaigns targeting a certain audience — such as loyalty programme members — or for a specific objective like holiday season promotion. A spreadsheet view provides a deeper look into each campaign, providing visibility on key messages, individual contributors and project status.

When marketers are ready to create a new campaign, they can upload existing assets, such as a presentation deck to create campaign records and generate a marketing brief. This view includes things like marketing tactics, objectives, assets and timelines. The conversational interface also allows users to query details across campaigns, helping answer questions during planning stages.

With the generative AI-powered conversational interface, users can automatically create or update records as plans evolve. Marketers can upload an asset, such as a Word document, with campaign details, and the record is updated. Records can then be connected into a marketing graph, which visualises the connections between teams and workflows. This produces additional insights that can help drive alignment and shorten the time to market, Adobe said.