Adobe Experience Manager (AEM) is a Platform-as-a-Service solution that combines the features of digital asset management and content management systems (CSM). It helps deliver customer-centric experiences through different channels like email, mobile, web, and social media. According to Adobe, AEM CMS helps deliver brand and regional site experiences 66% faster with 23% higher productivity. It lets you communicate the right message to the right person at the right time. It has six components, namely AEM Sites, Digital Asset Management (DAM), Content & Commerce, AEM Forms & Screens, Edge Delivery Services, Headless AEM, and AEM as a Cloud Service. If you are looking for an advanced, scalable solution, AEM is perfect for your business!
Adobe Experience Manager as an Ideal Digital Experience Platform
Adobe Experience Manager serves as one of the prominent solutions for digital businesses to enrich digital experiences across every touchpoint in the customer journey. It is a customer experience management platform with real-time customer profiles, continuous intelligence, and an open and extensible architecture offering the following features:
- It works as a user-friendly and feature-rich tool and helps designers develop front-end applications.
- Marketers use it for content management and optimization without relying on any other professional.
- AEM offers a range of pre-built templates to facilitate the content creation process. It allows for consistency and brand alignment across different pages and sites.
- Developers can draft, access, and reuse content elements across projects and customer interfaces.
- AEM Edge Delivery Services is a recent addition that enables the creation of fast sites with a perfect Lighthouse score and continuous tracking of the site performance through real-use monitoring (RUM).
- AEM employs a cloud-native CMS framework with the help of which you can create new applications and digital experiences quickly.
- AEM Headless helps you build mobile and web apps with a single codebase.
- AEM AI allows you to transform traditional input fields into mobile responsive and easily adaptable digital forms. It’s a welcome change from the legacy PDF forms.
Use Cases of Adobe Experience Manager
As a component of the Adobe Experience Cloud (AEC), AEM smoothly integrates with Adobe Analytics, Adobe Target, Adobe Audience Manager, Adobe Commerce Cloud, and Marketo Engage.
That being said, here are the top use cases for AEM that make it one of the most coveted solutions for all types of businesses.
1. Intelligent Re-Engagement Strategy
Experience Platform gives you the power to re-engage customers who have abandoned a conversion path without completing it. It lets you run real-time journey analysis to recognize abandonment events and analyze the ones relevant to your business. You will get access to all relevant behavioral, attribute, and preference data. Then, you can segment the customers according to the standardized data, considering online and offline events. The tool ensures that the re-engagement (cart abandonment) campaigns are in line with the user’s consent. You can build personalized and consistent one-to-one re-engagement journeys at scale throughout all relevant channels. In case you need technical help in setting these campaigns up, you can get in touch with an Adobe Experience Manager partner for assistance.
2. Don’t Lose Campaigns
Customer churn is one of the most unfortunate events for any business. Take a look at this chart to get an idea of the churn rate in different industries.
Source: Customer Gauge
If we talk about the eCommerce industry, the churn rate is 16.8%, as suggested by the report below.
Source: LinkedIn
With the help of Don’t Lose campaigns, you can make an attempt to win back the dormant customers to reduce the customer churn rate. To start with, you use intelligent insights to identify inactive customers and then re-engage them to increase conversions. Adobe Experience Cloud allows you to detect the signals and re-engage the passive customers to boost customer loyalty. You can create models and scores with the help of Artificial Intelligence and Machine Learning so that you can predict customer churn well in time.
Source: Adobe Business
Accordingly, you can work on the friction points leading to customer churn and optimize the problematic journeys. You can achieve the marketing triad of delivering the right message to the right person at the right time, in line with real-time unified customer view from a single journey canvas.
3. Conversion Optimization
Adobe helps you keep track of every prospect’s experience. So, you can reflect on high-converting strategies and optimize the customer experience accordingly. You can utilize advanced segmentation and activation tools for pseudonymous profiles who are yet to register or convert. Also, you can scale one-to-one experiences across different channels like social, email, SMS, and advertising. With the help of AI modeling offered by Adobe, it is possible to identify indicators and route users through the best path, such as free trials or chat.
4. Contextual Recognition
Your customers might not always log in. Adobe allows you to identify such visitors and deliver tailor-made experiences to them according to their past behavior and the current context of their visit channel, device, and more. You can use data to segment audiences and publish them for activation. It also makes sure that the authenticated and unauthenticated profiles don’t get mixed up. So, there is no breach of customer privacy.
5. Evolution of One-Time Value to Lifetime Value
Most upsell and cross-sell campaigns only consider the customer’s latest purchases. Adobe goes a step ahead and considers the entire customer journey. It adds behavioral attributes and preference data to transform the one-time conversion into a lifetime of relevant offers for the customers. You can craft omnichannel journeys from a single canvas, embedding consistent brand communications, visuals, and promotions. Furthermore, Adobe lets you deliver in-the-moment through email, text, in-app, or push notifications considering the customer actions or segment qualification changes.
Wrapping Up
AEM gives you a central dashboard for content and assets so that you can streamline all your eCommerce digital operations. Moreover, you also get access to the AEM community. It helps you participate in detailed discussions and interactions through blogs, forums, ratings, and more. No wonder companies using AEM report 3x ROI for their business.
So, in case you face delays in content deployment and rely on outdated technology, AEM would certainly be the finest platform catering to all your needs. Agile, Adaptable, and scalable, AEM enhances a website’s performance and user experience while offering access to all the important customer data.
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