Immersive Technology

Adobe Empowers Brands to Deliver Fluid Experiences


Consumers lead busy lives, constantly on the go and changing devices and channels to get what they want, when they want it. We’ve come to expect experiences that make the most of our time and expect these experiences instantly. Meaning brands must deliver fluid experiences that are highly personalized and connected to wherever consumers interact.

This is precisely how we help brands with Adobe Experience Manager. Today we’re announcing new innovations in Experience Manager that further enable flexibility, speed and scale to manage and deliver personalized experiences across touchpoints.

Advancements for marketers & developers
Traditional content management systems (CMS) are unable to manage content for channels beyond websites (e.g. mobile, social and IoT) – a critical gap. CMSs that only offer a “headless” option rely on developers to build a custom presentation layer and manage the updates. Yet, marketers’ focus must be the end experience, versus learning to code to leverage a headless CMS. And developers want freedom to develop front-end applications without urgent content changes from marketers. New capabilities in Experience Manager address this by:

Speeding up multichannel experience delivery: Many brands use single-page applications (SPA) JavaScript frameworks to augment multichannel experience delivery. Marketers need a way to easily create, preview and edit content for SPA, which we’re delivering with Experience Manager’s new SPA Editor. This new capability reduces marketers’ dependency on development teams and speeds up delivery of custom SPA experiences. We’ll begin with the React framework and expand to other front-end frameworks. Also, a new visual experience composer for SPA in Adobe Target further expands our multichannel personalization capabilities. Marketers can now make modifications to SPA in Adobe Target, eliminating back and forth with developers.
Simplifying collaboration with developers: Enhancements to Content Services in Experience Manager make it easier for developers to connect content in applications and for marketers to manage content for multichannel delivery. Developers can now access the content developed by marketers for non-website touchpoints like a smartwatch app, and marketers can view and edit that content in real-time.
Delivering experiences to physical locations: Experience Manager Screens already extends experience delivery into digital signage and interactive screens. Now, extended Adobe Analytics Cloud integration helps marketers better optimize experiences using any data-triggered event, such as product inventory or sensor input. For example, if a jacket is out of stock, it’s automatically removed from the retailer’s in-store screen and replaced with a similar jacket. Expanding on our existing integration with Adobe Creative Cloud, brands can now manage and deploy 3D content with Experience Manager Screens.
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