Adobe launches a new simplified digital asset manager

The introduction of Adobe Experience Manager Assets Essentials, a new asset management solution, was announced by Adobe today. Although the business didn’t necessarily shorten the name, the objective is to provide teams that deal with many digital assets with a more user-friendly management experience in the Adobe Experience Cloud than Adobe’s existing enterprise-centric asset management solution can provide.

Additionally, Adobe is introducing the Adobe Journey Optimizer, the first tool to include this new experience. Utilizing customer data to create customer journeys and determine the most effective means of message and content delivery along those journeys is the goal of this new technology.

Elliot Sedegah, director of Strategy and Product Marketing at Adobe, told me that consumers anticipate the drive toward digital content and the creation of these deeper, engaging experiences. Almost always, you anticipate a rich experience from your interactions. You expect it at every point of contact with that consumer, not only at the moment when you have richer content like photos or video, etc. As a result, the consumer is engaging with more than simply a brand; in the eyes of our clients, it is a customer journey. They thus anticipate that the same narrative will continue utilising the same material from awareness to conversion to post-sale and loyalty. Additionally, accessing each of the several touchpoints is becoming more challenging.

The goal of this product, as with comparable ones, is to provide a single, collaborative place for content producers and the teams that use their work. This new application doesn’t really vary all that much from previous online shared file management services in that regard. But Adobe is also making use of some of its unique skills. It is assisting users in organising and tagging their assets, for example, to make them more readily searchable, utilising its AI capabilities and the Adobe Sensei platform. Creative professionals can search, view, and edit these assets straight from Photoshop, Illustrator, InDesign, and XD without having to change context thanks to the new tool’s integration with Adobe Asset Link.

As Sedegah stated, the production and administration of content used to be mostly handled by the marketing and creative departments. Today, however, this group also includes things like sales teams and customer support, and the epidemic just sped up this development.

It essentially accelerated this digital-everywhere process of the experiences customers get, the agility that customers expect from businesses, and then the number of people — and how they work — leveraging that content. “[Our customers] have been forced to rethink their business models, rethink the way that they engage with customers.”

While Adobe’s business asset management solutions had previously functioned flawlessly, its customers were advising the firm that it needed to improve the tools it was developing to make its asset management technology more accessible to more teams.

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The Journey Optimizer is the first product to directly incorporate this new asset management experience. In order to make it simpler for that individual to complete, Sedegah said, “it was a terrific chance for us to reimagine that user experience that our clients wanted to give. “So the digital assets appear right there for that author to utilise while you’re building up a content journey, or maybe you’re developing a piece of content that’s going to be delivered to maybe a consumer as they connect with a business.”

The next platform to be integrated is Workfront, which Adobe purchased last year. This asset management system and Workfront’s ability to control the project’s planning, review, and approval phases make perfect sense together.

However, the long-term plan is to include this functionality into all Experience Cloud apps.

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