Adobe Experience Manager – is a cloud-based marketing platform that helps enterprises of any size to deliver compelling content across multiple channels to the target user. The system combines advanced solutions to manage both content and digital assets of the company.
AEM delivers enough flexibility to manage several live projects at the same time and keep potential customers stay tuned via the web, mobile, IoT, and all major communication channels.
The solution will suit any type of business despite the niche. On the one hand, companies will be able to improve users’ shopping experience when it comes to digital stores and marketplaces. On the other hand, it helps to launch and run effective marketing and ad campaigns for promoting the brand or services you deliver.
As a result, Adobe Experience Manager is a multi-purpose solution with a centralized CMS to manage content, digital assets, and forms. Sounds like they gathered all need business instruments under one roof. We simply cannot miss this product and a chance to look under the hood.
1. Pros and Cons
Having so many different functions in one place is good. It delivers a multi-purpose experience for enterprises and companies despite their goals. On the other hand, it may result in extreme complexity for users. What’s more, it is sometimes hard to pay equal attention to all the features, which may result in a lack of efficiency. Let’s see what the pros and cons of Adobe Experience Manager has.
| ✔ Advanced AI-driven technologies.|
✔ Cloud-based marketing solution.
✔ Custom CMS.
✔ Cross-platform digital asset management.
✔ Ready-to-use responsive forms.
| ✘ Complicated for beginners.|
✘ Not easy to integrate.
✘ May require programming skills.
✘ Expensive solution.
2. What Is it Good For?
First of all, Adobe Experience Manager is a marketing tool. IT means that the platform suits companies and enterprises of different sizes. Developers claim it was developed with medium and large businesses in mind. In reality, the solution may also meet the requirements of small companies eager to promote the brand via social media, mobile, or web.
As for the business type, AEM is good for different fields. It helps to deliver an improved in-store user experience and boost sales. Users can benefit from advanced reporting functionality with all the insights and key metrics displayed in detail.
On the other hand, if you have a small website to support local businesses (for example, a small shop), AEM will make no sense, as your business will hardly need so many integrated instruments. Besides, the price for those features is too high unless you can afford to use the platform.
The main idea of Adobe Experience Manager is not in CMS or digital asset management. It is about keeping control over multiple websites from a single environment that optimizes content making it as appealing for the target audience as possible. Besides, the system will work great for big websites with a complex structure and multiple channels to interact with the end-user.
3. Ease of Use
The platform comes as a cloud-based solution. It means that you do not have to download additional software like with some of the other Adobe products. However, newbies might need expert assistance on the stage of product integration with the existing platform. The good news that users can integrate the system with actually any API. Experienced programs will appreciate the opportunity to dog down to Java practically every function delivered by the CMS.
To get started, users need to complete a sign-in process. It might take some time, as the system requires much information to submit, which looks a bit confusing. You will need to indicate different personal details.
Apart from the full name and place of residence, the registration procedure wants you to identify your company’s name, job title, position, website, functional area, department, area of interest, and more. It makes the entire procedure a bit time-consuming. The relief comes once you have successfully signed in and got access to the AEM platform.
Unlike the registration and integration process, the interface is pretty user-friendly and simple. Those of you who have already worked with other Adobe products, will not feel new to the product.
Summing up the AEM experience is tricky due to the breadth of the platform but, in general, Adobe sticks to a winning formula of clear text and intuitive layouts to keep things simple for the end-user. The interface brings clear navigation with all functions and instruments located in one place. They are easy to find and reach.
In addition, there is a navigation bar that helps you to search for any tool you cannot see. Simply start typing in the met data letting the system scan all available files and depict the one you need. Moreover, the system is powered by AI technology that keeps the track of all your inquiries and preferences to save time when you log in the next time.
All you have to do next is to choose a product of the AEM feature to create the web, mobile or social content that your users are supposed to love.
4. Features & Flexibility
AEM is a multipurpose marketing solution. Not only it helps to create and manage content, build interactive forms and manage assets, but to make websites from the ground. It makes it possible to create engaging sites using pre-designed templates, launch ad campaigns and personalized offers, and create CTA tools to increase conversion rates.
Adobe Experience Manager Sites
The system comes with a custom-built CMS that helps to create new sites using ready-made templates. Users can benefit from multi-lingual project support. To create a new project, simply press the “Create” button inside the dashboard. The available options include catalogs, separate pages, or fully-featured sites.
AEM offers a variety of style sheets and templates depending on the website type you need. They are easy to modify. You can customize different elements and sections, change content, add new blocks, and so on. Choose the template and walk inside the CMS.
Here you can make the most of the drag-and-drop functionality. Users will find a selection of content blocks in the left panel. Select the one you like and hover it to the page. You may choose any area to create the page structure you desire.
Editing web pages with the drag-and-drop interface is very easy. The system makes it possible to upload new images, integrate video players, add content blocks, and more.
In the end, you get a fully-responsive page that will run smoothly on all types of devices. They include not only laptops, PCs, smartphones, or tablets but also wearables. So, you have a chance to deliver content to 100% of the target audience despite the device or channel.
Digital Asset Management (DAM)
The DAM functionality comes as a blend of cloud-based and AI-driven technologies. The main idea is to provide users with a single tool to manage hundreds or even thousands of their assets hassle-free.
When we say “assets”, we mean different photos and videos along with texts that are constantly delivered to your users. Let’s say, you have a huge digital store with many items to sell online. You will need to download and manage all of the product images, which sometimes can be very difficult, especially when it comes to multiple featured products or goods of the same type. Here is how DAM can help.
First of all, the system helps to streamline the workflow that may include asset creation, delivery, or optimization. Users can edit product details, add annotations, and more.
Secondly, an integrated tag manager makes it easy for customers to find the product they need. Users have full control over the tags. They can add new tags or remove the existing ones.
Also, AEM comes with automated image optimization. It has a built-in crop feature that changes the image and optimizes it depending on the device type used by a visitor.
Last but not least, you will be able to observe the asset performance in real-time. The system generates stats and insights. Track campaigns, overview monthly traffic, and more.
Adobe Experience Manager offers a powerful tool to create and send a personalized form to the customers. What’s more, users are free to create their custom form structures using the drag-and-drop functionality. Simply select the field from the panel on the left and hover it to the space provided.
With AEM it is easy to launch promo and loyalty campaigns. Your potential customers can benefit from individual award programs to earn points and get personalized offers. The great thing here is that you can even design a welcoming letter with and instructions on how to take part in the program.
A separate feature makes it easy to launch A/B testing for the promotion that is about to be rolled out.
Those who already use other Adobe products will be glad to know that the system is 100% compatible with Creative Cloud. It can be integrated with Adobe Campaign, Microsoft Dynamics, and some others. If you require additional extensions, you can use the system API.
5. Customer Support
While being a part of the huge Adobe family, AEM does not have separate support services. Users may only use an email or Live Chat with specialists who resolve all issues in spite of the product. The good news is that Adobe Experience Manager has a separate Help Center with all major aspects covered there.
Besides, users can benefit from detailed video presentations and guides that describe the product as well as all of the features it delivers out of the box. The Help Center comes with a separate Tutorial section where you can search for the issue to be resolved.
6. Plans & Pricing
The pricing policy looks very tricky and unclear. It mainly depends on the business size and revenues it generates. If you want to access the platform with all of its features, you will need to pay a license fee. That fee is different depending on the company and business type.
In addition, bigger companies will have to pay more if compared to smaller enterprises. According to the available information, the mid-range price tag for the license varies from $100,000 to $200,000. Once again, this is not a final price. The cost will be affected by multiple aspects and implemented components.
Adobe Experience Manager is a robust marketing tool that helps to drive traffic, increase revenues, and deliver compelling content to the target audience. It helps to create new pages and websites. Users will be able to manage thousands of assets and create personalized forms. The main point of the platform is to drive traffic and make the most of the different sales channels that may include web, mobile, social media, or the Internet of Things.
On the other hand, the system can seem too complex right from the start. The integration may require experts’ assistance although the interface is user-friendly enough. Another drawback is the confusing pricing policy. You do not know how much you will need to pay unless you complete the registration process and submit all needed personal details.
As a result, AEM may be a great choice for medium and large companies. However, it makes no sense for small businesses, as it brings features you might not even need.