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
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.
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:
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.