Adobe today announced the integration of its digital publishing platform, Adobe Digital Publishing Suite (DPS), and Web experience management solution, Adobe Experience Manager, part of Adobe Marketing Cloud. This new integration, in combination with Adobe Analytics, enables publishers and brands to create, deliver and measure experiences across content-rich apps, like digital magazines, and the Web using one set of assets.
As a result, organizations can accelerate application authoring, reduce publishing costs across channels, and deliver a consistent brand experience and content marketing strategy on the Web and mobile devices. With DPS customers using Adobe Creative Cloud to create stand-out apps, today’s announcement underlines the new connections the company is forging between its unrivaled content creation technologies and industry defining digital marketing solutions.
“The Connected Marketer: How Apps are Engaging Customers, Partners and Employees”
The mobile mandate has never been clearer. According to a recent Forbes Insights report commissioned by Adobe, which surveyed top-level marketing executives in large organizations, 78 percent of enterprises with customer-facing apps have seen a year-over-year increase in the size of their mobile app audiences, and more than two-thirds said the number of end users for internal apps has also grown. Despite this, publishers and brands have struggled to effectively and efficiently publish content-centric apps—such as digital magazines, sales tools, and annual reports—that can be viewed online or offline using tablets and smartphones. Cross-channel digital publishing remains expensive and time-consuming, is the domain of only select experts in the organization, and requires assets that live in silos separated from those used for Web publishing.
Now, the combination of DPS and Experience Manager allows organizations to deliver relevant, timely branded content by:
- Authoring compelling app content faster—using Adobe Experience Manager’s intuitive, drag-and-drop interface, content and creative assets can now be seamlessly added to responsive HTML templates, which are then synced with DPS. Templates are uploaded as articles into an existing .folio within DPS for publishing to tablets, smartphones and the Web. Responsive templates automatically size to different mobile screen sizes allowing organizations to design once and streamline content publication to multiple devices and the Web.
- Decreasing publishing costs across channels—creative teams, production staff and business managers can now leverage approved creative assets for delivery into content-centric apps, reducing dependence on Web production and design staff. They can ensure more timely delivery of content with greater control over mobile brand experiences as well as the ability to quickly update content as needed.
- Maintaining a consistent brand and user experience—production staff can ensure brand consistency across Web and content-centric apps by using approved, versioned assets that are centrally located and managed through Experience Manager’s Digital Asset Management.
Lord Abbett, a U.S.-based money management firm, is utilizing DPS and Experience Manager to create a media-rich app to distribute information about market trends and analysis to customers and employees. In addition, Condé Nast uses the combination of Adobe technologies to accelerate production of its iconic Vanity Fair title for the iPhone. And CMO.com by Adobe—a website offering news, expertise and insights for senior marketing executives—is using DPS and Experience Manager to develop special editions of its content for tablets and smartphones, extending the reach of its content to a wider audience. Organizations and publishers can now get the best of both worlds, using DPS in combination with Adobe InDesign to create highly designed, pixel-perfect content or an Adobe Experience Manager template-based workflow for rapid delivery of beautifully designed apps.
In addition to the new integration with Experience Manager, DPS also offers full app measurement capabilities from Adobe Analytics, part of Adobe Marketing Cloud. The combination of DPS and Adobe Marketing Cloud allows publishers and businesses to create, deliver and measure rich-content mobile apps, ensuring the most impactful content reaches the right audience.