Adobe has revealed that it will be working collaboratively with IBM’s digital agency, IBM Interactive Experience, to develop specialised consulting capabilities for its Adobe Marketing Cloud offering
Adobe Marketing Cloud is an offering of Adobe that empowers companies to use big data to effectively reach and engage customers with highly personalised marketing content across devices and digital touch points.
The aim of the partnership with IBM is to combine the capabilities of Adobe Marketing Cloud with the design, digital and technology expertise of IBM’s Interactive Experience team. With the involvement of IBM, the partners will build capabilities that allow “enterprises [to] comprehensively integrate all the touch points of a consumer’s journey.” To create the unique customer experience, IBM consultants will leverage big data analytics to tap into an integrated view of the customers, which “will improve the integrated, personalised content and offers companies provide to individuals” as well as determine where they are in their ‘buying journey’.
The partnership will involve IBM consultants being trained in the use of the Adobe Marketing Cloud, as well as the development of joint IBM Interactive Experience and Adobe alliance teams in key regions.
“A recent IBM Institute for Business Value study* indicates that there is a disconnect between what consumers say they want from digital experiences and how they actually behave,” remarks Paul Papas, Global Leader, IBM Interactive Experience. “Today’s announcement will help marketers close the gap between expectations and experience using a combination of Adobe Marketing Cloud and the services of IBM Interactive Experience, a unique digital agency that brings together experience design, systems integration and strategy consulting.”
“We continue to partner with the world’s largest and most innovative agencies and systems integrators such as IBM Interactive Experience,” adds Brad Rencher, Senior Vice President and General Manager of Digital Marketing at Adobe. “Mutual clients will benefit greatly from solutions that Adobe and IBM jointly develop to help them create differentiated customer experiences, whether those experiences are in a mobile app, an integrated shopping cart or on a digital screen in a retail store.”
* The research highlights the key role digital is playing in the customers’ ‘sales journey’ and the large growth potential it offers organisations.