Adobe for mobile-first design and global content management
With more than 250 websites globally, creative content usage is another challenge for Kao. Adobe Experience Manager includes integrated CMS and digital asset management (DAM) functionality. Through Adobe Experience Manager, Kao can deliver mobile-first design and also centrally manage the company’s 500,000 assets for consistent user experiences and branding worldwide.
“We thought about integrating our legacy CMS and DAM, but neither solution cooperated and we had problems creating internal rules to support an integration,” says Tsuyoshi Tanaka. “In addition, we were using an old version of our legacy DAM and could not upgrade it any further in our environment. With Adobe Experience Manager, we can create websites that automatically support a variety of devices. Creating the websites is simple and updates can be performed in a timely manner. We can also manage more than 500,000 global assets centrally with Experience Manager, so we decided to integrate the CMS and DAM functions.”
Another reason for choosing Adobe Experience Manager is its ability to integrate with other digital marketing solutions. Kao aims to have a complete digital marketing platform by 2020 and the first step on that roadmap is building a solid foundation for content delivery by developing templates and integrating CMS and DAM functionality. In the future, Kao is eyeing the possibility of deploying other Adobe Marketing Cloud solutions such as Adobe Audience Manager to provide personalisation and content targeting.
“There is a big benefit to concentrating on a single vendor solution,” says Tanaka. “When working with solutions from different vendors, it not only takes time and budget to build integrations between those solutions, but upgrading one solution can prevent integrations from working. Also, Kao websites are often linked to social media sites such as Facebook and YouTube. When the API for those social media sites changes, we have to take time to rebuild the links to our websites. Rather than using many different products internally and worrying about those integrations, it’s a better use of our time to work on links to Facebook and YouTube.”
Three months before officially deploying Adobe Experience Manager, Kao entered a preparation phase where it put Experience Manager through a series of tests. Previously, the company used a workflow where a creative agency would deliver content and then Kao would upload the content to the CMS and create the website. With Adobe Experience Manager, creative agencies can access Adobe Experience Manager through a developer site and create or update web pages directly. During this preparation phase, Kao looked into a number of topics before establishing the new workflow, including component layout, essential functions, authoring freedom and distribution of roles for the creative agencies and implementation agencies.
“There are many internal and external stakeholders involved, so we tried to create a plan that accommodated as many stakeholders as possible,” says Tanaka. “The preparation phase was an essential part of developing this plan. We thought that by strictly defining roles and processes, we could achieve a smoother migration to the production phase.”
The preparation phase also allowed Kao to adjust to updates made to Adobe Experience Manager.