New tools for managing the Web experience in a social world

Adobe Systems (NASDAQ: ADBE) released its Web Experience Management solution this month, in an effort to change how businesses engage with and sell to their customers using a Customer Experience Management platform.

The Web Experience Management solution includes new enhancements made to CQ5, Adobe’s Web content management platform, which aims to deliver multi-channel customer experiences to improve online business success. Some of the enhancements include new modules for mobile management and marketing campaign management.

Adobe’s CQ5 platform includes Web content management, mobile and social collaboration, marketing campaign management and digital asset management applications. The goal of CQ5 is to empower businesses to transform their Web sites to more effectively identify and target specific market segments to achieve more leads and revenue opportunities.

Rob Pinkerton, senior director, product marketing, Adobe Customer Experience Management solutions, said the release of Web experience management is meant to help businesses improve their online experiences across devices.

“We’re delivering assets for enterprises to optimize Web experiences across mobile devices,” Pinkerton said. “We’re also providing some new technology and integrations to our existing offerings to enable our customers to get really personal in terms of marketing campaigns and to help them better understand their consumers.”

Consumer demands have changed how customers expect to engage with vendors thanks to the increased adoption and use of the Internet, mobile devices and social media, Pinkerton said.

“Enterprises weren’t designed to respond to a consumer who’s in digital power and who has these sorts of expectations today,” he said. “There’s a challenge for businesses to be able to deliver content, respond and also interact with consumers. Adobe’s Customer Experience Management platform is what we created to help address these issues.”

Web Experience Management is an installment that complements Adobe’s Customer Experience Management platform. Enterprises that want a solution that supports the entire customer experience from tracking to engagement to sales would benefit from this offering, Pinkerton said.

With the introduction of CQ5 Mobile, Adobe is enabling businesses to optimize their content across devices and platforms, essentially making it easier for users to control their content and manage their assets in a central location.

“We’re offering a way for firms to differentiate themselves and so they can provide better service to their customers,” Pinkerton said. “For our partners, this is something we’ve invested in and are focused around when it comes to customer experience management solutions.”

The Web Experience Management is now available worldwide. The base product starts at a price of $120,000 and can scale up, with add-on modules starting at a price of $50,000 per instance.

Follow Maxine Cheung on Twitter: @MaxineCheungCDN.

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Maxine Cheung
Maxine Cheung
Staff Writer, Computer Dealer News

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