Vlog: Key Features and Benefits of Adobe Campaign Standard with David Hoye

Video Transcript

Hi everyone, my name’s David Hoye, and I’m a Technical Strategist at Profusion and today I’m going to talk to you about the key features and benefits of Adobe Campaign Standard (ACS).

So just to set the scene, Adobe now have two B2C campaign management platforms. You’ve got Adobe Campaign Classic and then the newer product, Adobe Campaign Standard.

Campaign Standard is a cloud-based application hosted by Adobe and its accessible through your browser. I spoke about Campaign Classic in a previous video and whilst most of the principles are the same with Campaign Standard, it’s ultimately a little bit lighter on customization, the scripting they allow you to do on the interface and basic management options. But where it does really excel in comparison is it sees your views; it’s got a great looking UI and its really intuitive to use. Its intentionally been made a low code environment and made it really easy for the marketer to create beautiful personalised campaigns without any real technical knowledge.

But they have also kept in some of the more advanced features like the creation of customer schemers, workflows for your data management and campaign orchestration and there’s a rest API and overall, I’d say they’ve struck quite a nice balance between making it easy to use but ensuring that all of the features are there for the most campaign management needs.

I now talk about some of the features in more detail:

So, the first thing I would like to focus on are the features of ACS that allow you to create your campaign efficiently. The first one is Adobe Campaign’s standard Email Designer, which is a drag and drop editor, allowing users to create mobile optimised emails without any HTML or coding knowledge. It’s really easy to use and can really streamline content creation. Technical users can still edit the underlying HTML code or even code from scratch if that’s what they prefer, and it even has a nice integration with Adobe Dreamweaver so users can code from that interface if they prefer.

Secondly, is the use of Content Templates and these are was of saving popular email structures as a starting point, making your content creation even faster. You get a range of out of the box templates, but I’d really recommend that you create your own custom on brand content templates for all of your popular email structures as a starting point.

Thirdly, you have Fragments and Content blocks, and these are ways of saving blocks of content that can be reused across multiple emails. When you edit them centrally, they propagate to all of your current emails and templates, so that’s another good time saver.

Then you’ve got Dynamic Content, so you can implement rule-based logic really easily and that’s configured through the UI and not though JavaScript tags or anything like that. It can be another way to save time and remove the need for creating those multiple versions.

Another nice feature is Dynamic Reporting, which makes it really easy to see campaign reports by each segment even if you send it as one dynamic delivery.

And finally, a key focus of Campaign Standard is a templating approach to help teams streamline their campaign production, though you can create workflow, delivery and campaign templates, to have as a starting point and save time when implementing similar settings configuration content or logic for subsequent campaigns you don’t have to do all those repeated tasks all the time.

And as I said in the into, they have made it a really nice, intuitive interface and I thin coupled with the features above, a lot of teams will be able to produce their campaigns easily and more efficiently. 

Workflows remain a key feauture and they allow you to automate and orchestrate your multi and cross-channel campaigns all from that single graphical interface and as with Classic, the data management activities make you campaigns harder to filter really easily and your still able to enrich your campaign target run time with any data that you’ve got available within the application. ACS remains really extensible and your still able to extend the data model with customer resources to store any information that you need about your business or your customers to help support your campaigns. That data becomes available within the UI.

There’s a rest API, that allows you to integrate your other systems with Adobe Campaign and in additions there’s a new external API activity that allows you to connect Adobe Campaign Standard outwards to further part your APIs, that allows you to enrich your campaigns in real time with any data from those external sources.

Adobe has also made transactional messaging available as standard so that supports real time messaging for things like your auto-confirmation emails, delivery confirmation, password resets and you do that by integrating your automation systems. I think it will be really nice to consolidate all of your transaction’s emails and your marketing emails in one place.

Campaign Standard is obviously part of a much broader tech stack from Adobe, so you’ve obviously got products like Experience Manager, Target Analytics, Audience Manager and I think the integrations now between most products are much easier to figure and they’re much more seamless. The Analytics integration for example can make it much easier to set up with behaviour triggers such as abandoned baskets and you can do that all from one place, whilst the integration with Adobe Target allows you to bring some of the contextual experiences into your campaign standard emails and that can be things like adapting image content based on the device, time, geo location all at the time of open.

So, that’s it from me. Hopefully this video has given you bit more of a flavour for Campaign Standard and if you’d like to hear anything more about Adobe Campaign Standard or the support and services that we can provide at Profusion, then please do get in touch: hello@profusion.com

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