In his keynote speech at this year’s Adobe Digital Summit in Utah, Brad Rencher, Adobe's SVP & GM of Digital Marketing, spoke in terms of making sure companies focus their efforts all the way up to the very last millisecond before an interaction with a customer or prospect takes place. It is so important not to blow it at that instant of engagement – whether the company or the consumer initiates the interaction.
Rencher says digital marketers are tasked with delivering experiences in milliseconds, and that we have 300 milliseconds to connect actions to experiences. It seems like Adobe really does believe in this philosophy as it feels like only milliseconds are going by between significant announcements about their Marketing Cloud, with today’s announcement of the availability of the latest incarnation of Adobe Social.
So it was a little more than 300 milliseconds ago (about two weeks to be exact) that Adobe announced their intent to purchase Neolane – a leader in marketing automation and campaign management. This was big news because Neolane will effectively become the 6th pillar in the MC platform once the deal is sealed.
What makes the new developments with Adobe Social significant is a continuing theme of cutting down time needed for companies to connect their marketing actions to create greater customer experiences. And hopefully these experiences entice customers/prospects to perform their own actions… those conversion-type kind of actions.
Adobe Social has an updated user interface, with a much more visual feel to the way information is displayed. And now Social is integrated into the Marketing Cloud feed, and has single sign-on with the MC as well. So information coming from Adobe Social can be seen on the Marketing Cloud dashboard.
Adobe Social is now integrated with Flickr, Foursquare and Instagram, to go along with existing integrations with Facebook, Google+, Reddit, Tumblr, Twitter and other channels to centralize the various social conversations and give a more complete picture of what consumers are saying and doing in real time.
The integration with Foursquare stands out because it enables Adobe Social to capture the full fire hose of Foursquare’s local-mobile data, giving social marketers the opportunity to understand how localized marketing is working by looking at specific venue check-in data.
What may be the most interesting new piece to the Adobe Social puzzle is a new predictive publishing capability, which predicts social engagement on individual pieces of content and automatically suggests the ideal time to publish, in order to improve how that content will perform.