Adobe Summit Europe is underway and the company has been busy with a number of talking points, CBR has a roundup.
1. Adobe and Microsoft partnership
The two companies will work together to improve marketing and sales, with the integration of Adobe’s marketing cloud into Microsoft’s Dynamics CRM.
The partnership will bring an integrated CRM-Marketing solution to marketers across financial services, travel and leisure.
The result of this should be that customers will be able to align sales and marketing activities by integrating audiences and their behaviours. Also users can combine Web behaviour data with order history, loyalty status, and call centre history.
2. Europe ahead of US for smartphone and tablet traffic
Adobe‘s Digital Index shows that Europe’s smartphone browsing is growing much faster than the US, with the UK making almost a third of visits to web pages from smartphones and tablets.
The study found that in the UK, the best performing 20% of companies are getting 52% of visits from these devices, much higher than the rest of Europe.
Growth is mainly coming from smartphones, with tablet browsing growth much lower at a maximum of 3.4% in Germany, compared to 20.9% year on year growth in the UK for smartphone browsing.
3. Marketing Cloud and Creative Cloud more connected
Now the Creative Cloud will use the same asset management system as the Marketing cloud, in order to allow for easier collaboration.
Additional asset management capabilities through the Experience Manager tool will allow enterprises to convert Photoshop CC files directly into Web and mobile.
Syncing, sharing and storage across marketing solutions and the Creative Cloud is now based on the Adobe Experience Manager which is designed to make everything simpler and faster.
4. Acquisition of Tumri
This move is designed to extend its programmatic advertising capabilities with additional functionality in Adobe Media Optimizer, by adding Dynamic Creative Optimisation. This will give advertisers tools to build, personalise and deliver more quickly.
Justin Merickel, senior director, Advertising, Adobe, said: "Creative optimisation takes place at the last millisecond of marketing and can make or break consumer engagement and conversions."
"Tumri is a strong DCO solution validated by the market and the integration with Adobe Media Optimizer will bolster our advertising capabilities across channels. Adobe offers the only platform that combines advertising, data, and creative optimisation to redefine programmatic marketing."