Adobe and IBM have announced a global partnership that will see IBM Interactive Experience build enterprise consulting capabilities for Adobe Marketing Cloud.
IBM Interactive Experience will provide design, digital and technology knowledge for the Adobe Marketing Cloud in order to help integrate all the touch points of a consumers’ experience.
Brad Rencher, senior vice president and general manager, Digital Marketing at Adobe, said: "We continue to partner with the world’s largest and most innovative agencies and systems integrators such as IBM Interactive Experience."
"Mutual clients will benefit greatly from solutions that Adobe and IBM jointly develop to help them create differentiated customer experiences, whether those experiences are in a mobile app, an integrated shopping cart or on a digital screen in a retail store."
Adobe Marketing Cloud hopes to utilise IBM’s experience and insights from big data and analytics to improve the personalised content that can be offered by companies.
Paul Papas, Global Leader, IBM Interactive Experience, said: "A recent IBM Institute for Business Value study indicates that there is a disconnect between what consumers say they want from digital experiences and how they actually behave."
"Today’s announcement will help marketers close the gap between expectations and experience using a combinations of Adobe Marketing Cloud and the services of IBM Interactive Experience, a unique digital agency that brings together experience design, systems integration and strategy consulting."
Training and certification of IBM consultants on the Adobe Marketing Cloud will be included in the partnership, as well as the creation of joint IBM and Adobe client teams in key regions.
