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

Adobe Inc. has announced the general availability of Adobe Workfront Planning, part of Adobe Workfront — an enterprise work-management application. The new offering connects workflows and data across marketing teams with insights, with the aim of enabling brands to execute campaigns with greater speed.

Marketers have been under increasing pressure to deliver personalised customer experiences. Adobe's offering defines and creates a metadata of work, providing visibility into day-to-day marketing operations. This creates a marketing system of record for other functions, such as sales or finance, to plan and execute using data intelligence. 

Instead of manually gathering details across teams, Workfront Planning allows marketers to answer questions such as 'How many campaigns are we running this year?' or 'Which tactics are most frequently used in our campaigns?'. Users can get these insights through curated visualisations and a generative artificial intelligence-powered conversational interface.

According to Adobe, this can potentially shorten the time for planning and launching new campaigns, removing the labour-intensive work of aligning teams on timing and objectives. Users can also accelerate time-to-market by leveraging generative AI to summarise information, keep marketing records up-to-date or quickly set up new campaigns.

"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.