The Merkle team is just getting home from Adobe Summit 2024, and the plane ride back from Las Vegas gave us time to digest the incredible week. There were several fantastic product announcements that demonstrate Adobe’s ongoing commitment to accelerating the scalable creation of content in support of one-to-one personalization.
In addition to the innovations that were unveiled, we were inspired by many of the sessions where Adobe’s customers spoke about the real-world use cases that power their businesses. We were fortunate enough to present alongside Kellanova (formerly Kellogg’s) and share how they’ve transformed customer loyalty with the content supply chain and shared how to drive maturity across the Adobe martech ecosystem. It’s always rewarding to connect with our clients, colleagues, and friends to discuss how the new product innovations will help them accelerate their business goals and make the promise of the Adobe stack a reality. The event was a thought-provoking and inspiring showcase of the latest trends and innovations in the digital experience space and we were excited to be a part of it.
If you missed the event, don't worry, we’ve captured a few key takeaways.
Boost the content supply chain with GenStudio
The talk of the town this year was the introduction of Adobe GenStudio. This gen AI-first platform aims to revolutionize creativity by seamlessly integrating generative technologies and services across all Adobe products. With GenStudio, users can harness the power of AI and machine learning to automate and enhance various aspects of the creative process, from content creation to design optimization and even activation across channels. We expect this to enhance creative outputs at scale while saving your team’s precious time and resources.
Streamline content management with Edge Delivery Services
Adobe’s Edge Delivery Services (EDS) is a great way to expose content authoring and maintenance to the marketer across content and commerce while improving web performance and discoverability. It helps your team gain more flexibility in authoring site content and we see tons of value for content and web teams. Check out our full blog on the capabilities of EDS here.
Unlock the power of B2B customer journeys
Adobe announced a B2B edition of Adobe Journey Optimizer. The suite of capabilities essential for elevating account-specific marketing strategies is huge for B2B organizations looking to break ahead in the competitive landscape. By seamlessly integrating data analytics and AI-powered optimization, businesses can make informed decisions about specific buying groups and deliver tailored journeys that drive conversions and foster long-term loyalty. Our team shared a session on how to build maturity with the Adobe tech stack. Listen to the recording here for more.
Gain insights through the entire journey
As marketers, we know understanding the customer journey is paramount to success. We saw examples of Adobe Customer Journey Analytics being used to track the performance of content across various channels and experiences. This is a wildly powerful tool that unlocks the potential to continuously optimize content production and understand what’s working through your journey easier than ever before. We always leave Adobe Summit inspired and ready to use these ideas to better our own clients’ Adobe stack efforts.
A new player in the composable CDP market
Adobe introduced their composable CDP, Federated Audience Composition (FAC). The need for composability is something that Merkle has preached for years to help meet your goals today and have flexibility to scale in the future too.
Merkle’s Head of Technology, Pete Rogers, put it best in his LinkedIn post:
“With this announcement, it feels like we finally have the industry standard we have been craving. For years, the CDP has promised to ‘unify all your customers’ data’ or be a ‘one-stop shop for data.’ But time and again, we have seen CDP deployments struggle to show value or fail because the benefits of the SaaS platform don’t translate to support robust data engineering or deep analytics needs.
Adobe is now aligned on composable architecture. Cloud data warehouse + CDP = best-in-class CX for an AI world.”
And that’s just a few of the key takeaways from this year’s Summit. If you missed out, I’d highly suggest planning to attend Adobe Summit next year. If your brand is struggling to gain the full value of the Adobe stack or interested in seeing if it’s the right fit, we can help. Our team of marketing tech experts can help overcome the pains of onboarding to gain quick wins through our approach, frameworks, and accelerators or we can run a workshop to find the best technology fit for you.
Want to meet with our team of Adobe experts? Contact us here.
