4 Reasons to Use Adobe Experience Manager and Adobe Target

In today’s omnichannel world, customers interact with their favorite brands’ websites across multiple devices but expect that interaction to feel like one personalized experience. At the same time, brand marketers work hard to meet each customer’s expectations, but they could work faster, easier, and more effectively with a single workflow for authoring and optimizing content.

With the Adobe Experience Manager Sites and Adobe Target integration, your content authors and optimization specialists can quickly and easily deliver seamless website experiences, personalized and optimized, and capable of increasing conversion at every touchpoint. Here are four benefits the integration can bring to your business.

1. Accelerated optimization

One of the main reasons for the delay in digital platform optimization efforts within an organization is the lack of a seamless integration between the Content Management System and Optimization tool which leads to delays. Adobe Experience Manager Sites integration with Adobe Target ensures a seamless connection where content created in Experience Manager is leveraged by Target for optimization on the fly. This can help expedite how content is shared from AEM to Adobe Target fairly quickly which otherwise would’ve taken time due to lack of a seamless integration.

The integration makes it possible for authors to tie Experience Fragments to Target workspaces (learn more about Experience Fragments in reason no. 2) and it creates a seamless connection between the content management system and testing tools, so testing isn’t interrupted by development release cycles.

2. Better cross-channel consistency

One of the most compelling aspects of the Experience Manager Sites and Target integration is the ability of your teams to use and test Experience Fragments. Simply stated, an Experience Fragment is a group of one or more content and layout components that can be created for one device, and then formatted to fit another in just a few clicks. The integration allows content authors to share fragment variations for different devices with optimization specialists automatically, who can then test their performance. Adjustments can then be made to the fragment variations directly in Target, ensuring that the adjustments are made across the board for desktop, mobile, tablet, or another device.

3. Personalization at scale

Most brands understand how important it is to deliver personalized content. In fact, Forbes says it makes 34% of consumers more likely to make an unplanned purchase. However, not all brands are able to personalize at scale. The Experience Manager Sites and Target integration makes it possible.

Your teams can tie Experience Fragments to specific Target segments, then use Target to determine the best offers, content, and experiences for each and every customer. This is possible thanks to robust machine-learning capabilities that incorporate behavioral, contextual, and offline variables.

4. More efficient optimization

In almost all cases, a sound process delivers a lot of benefits. The optimization process is no different. With the Experience Manager Sites and Target integration, your optimization teams can either adjust their process (or define a new one) to always include Experience Manager content as part of the workflow. This will ensure that all of your content is continuously tested and optimized.

Get tips and tricks for your content authors and optimizers

The Experience Manager Sites and Target integration provides your content authors and optimization team with the right tools to deliver personalized content, quickly and consistently. Read five tips and tricks on how to get started in Testing Adobe Experience Manager Sites Content in Adobe Target.