Snapping everything together
Using Adobe Experience Manager, Adobe Analytics and Adobe Target, Philips built the backbone of its new digital marketing platform to deliver continuous, personal experiences tailored to the context of each customer. The mix of solutions was hand-picked to enable the company to seamlessly test, measure and deploy modular content across global sites. Additionally, working with one solution partner helped to provide a single point of support from the platform’s initial implementation to going live and then to the present day.
“Integration among Adobe solutions provides authors, marketers and brand teams all of the capabilities to get enhanced content and experiences to market quickly,” says van Dun. Integrations with third-party solutions were also used to help authenticate platform users and capture audience data.
At the front-end of its creative workflows, Philips uses templates built with Adobe Experience Manager as the framework for each page. Now focused on a mobile-first approach to design, combined with a steady regiment of AB tests, the company created a common look and feel across the pages that customers navigate. The Assets capability within Experience Manager also helps to manage and standardise page elements so, as new pages are developed, authors can simply drag and drop them into existing templates.
In addition, using dynamic media capabilities within Adobe Experience Manager, product images are delivered on-demand and are optimised according to screen size and bandwidth. Video is also streamed to web and mobile properties, driving consumer engagement. Overall, Philips is eliminating barriers to sale from any screen.
“It helps us pre-build page elements so sites have consistency and content can be re-used across several pages,” says van Dun. “Adobe Experience Manager Managed Services is a smart solution that enables us to deliver new information and experiences faster, as well as helps ensure that every page a customer visits stays true to the Philips brand. It’s like building blocks for adults.”
By also integrating Adobe Experience Manager with its product information management (PIM) system and automating product updates, Philips has saved significant time and resources. The PIM system contains more than one million product descriptions, images and videos imported into Experience Manager. These descriptions and visuals automatically generate product detail pages. Now, more than 30,000 product descriptions are updated daily.
The decision to go with Adobe Experience Manager Managed Services supports the Philips team as they look to take its cloud-based IT strategy further. This model enables the company to implement the latest features for development and service delivery, while reducing total cost of ownership.
Overall, the company has migrated 1.4 million pages and 350 users to the new service through a smooth 30-minute transition.