Digital Experience Platforms (DXPs) have exploded in popularity in today's market, with numerous options vying for the attention of organizations. These platforms are designed to deliver exceptional digital experiences for customers and simplify collaboration between design, marketing, and technology teams. However, despite their many benefits, DXPs often overlook the disparate internal working modalities within organizations that can create inefficiencies in marketing cycles. Creative teams design content in Adobe Creative Cloud and marketing teams manage and compile assets in Adobe Experience Manager (AEM) Assets. This content is then distributed across multiple channels and solutions (AEM Sites, Campaign, Marketo). Additionally, if you’re in a regulated industry, legal and compliance governance usually work within their own systems to facilitate approval processes. Because each of these teams require the best-of-breed tools to accomplish their jobs, incorporating a solution like Adobe Workfront into these business processes can help bridge these organizational divides.
How Adobe Workfront breaks down siloes
Adobe Workfront really shines here. Disparate teams can use this tool along with Adobe Creative Cloud and Adobe Experience Cloud to power and accelerate creative and marketing workflow and approval processes. The Adobe end-to-end solution replaces manual processes with automation, ensuring that customers receive the most up-to-date approved and relevant content. The platform also includes task progression management, enabling teams to track the progress of each task in real time, ensuring that all work is completed efficiently and effectively. In addition to streamlining workflows, Adobe Workfront also excels in managing complex approval processes, to minimize bottlenecks that many organizations struggle with. The platform provides a centralized and streamlined approach to the approval of assets and content, ensuring that the final product meets the high standards of quality and compliance set by the organization.
Adobe Workfront in action
Consider a large retail company launching a new marketing campaign. Let’s examine the phases of the campaign and how Adobe tools, including Workfront, can be used to empower the work:
- Creative brief development: the marketing team uses Adobe Workfront to create the initial brief and assign team members & budget.
- Creative brainstorming: The creative team uses Adobe Creative Cloud to collaborate and share design concepts via mood boards in Adobe Photoshop or sketches in Adobe Illustrator.
- Concept development: Once the team has identified a few promising ideas, they use Adobe Workfront to manage the workflow and track progress. Workfront can be used to create tasks for different team members, assign deadlines, and set reminders, all integrated into the Adobe Creative Suite.
- Legal review: Before any concepts are finalized, they need to be reviewed by the legal team. The legal team then uses Adobe Workfront to store and manage all legal documents, including any compliance requirements or brand guidelines.
- Creative refinement: After legal review, the creative team addresses feedback to refine the concepts as needed within Adobe Creative Cloud. They can then use Adobe Workfront to continue collaborating and refining the assets. Workfront houses and tracks all the versions of the campaign collateral and can accommodate rapid creative iteration.
- Approval and production: Once the final concepts have been approved by the creative teams, the campaign can be readied for production. Before the campaign is launched, the legal team could conduct a final review to make sure that everything follows all applicable laws and regulations. Using Workfront to facilitate all the review finalization they then use AEM Assets to store and manage all finalized assets.Fully approved assets are then used to construct content for all relevant channels, from email/SMS to the website or print brochure. Again, Workfront can be used to manage final review and approval workflows prior to approval for launch.
- Launch: Finally, the campaign can be launched, and the creatives can start to see the fruits of their labor. Workfront can be used with Adobe Analytics to track campaign performance, such as ad impressions or click-through rates, and provide insights for future campaigns.
As you can see from this simple example, Adobe Workfront offers a centralized platform for managing the entire process, from brief to asset creation to launch and optimization. With its seamless interoperability with Adobe Creative Cloud and Adobe Experience Cloud, Adobe Workfront provides a comprehensive solution for streamlining workflows and managing complex approval processes, which reduces time-to-market and the risk of legal or compliance issues.
At Merkle we’re experts at helping organizations of all sizes empower their Marketing teams. If you're looking for a solution to increase content velocity, enhance your digital experience, and streamline your approval processes, get the conversation started and reach out to our team here.