Streamlining asset management.

Transcription

1 Streamlining asset management. Adobe uses assets capabilities in Adobe Experience Manager to improve publishing and deliver brand-compliant marketing content to teams worldwide. Adobe Adobe Experience Manager assets within Adobe Marketing Cloud has given people new confidence in the Marketing Hub. Marjorie McGonigal, Senior Product Manager, Marketing Insights and Operations, Adobe SOLUTION Adobe Experience Manager solution within Adobe Marketing Cloud RESULTS 30%FASTER FAST TAGGING Streamlined content uploading with automated asset tagging, improving upload speeds up to 30% ENHANCED SEARCH Expanded search to all metadata fields and implemented suggestions, resulting in easier, faster searches for employees and approved creative partners INCREASED SATISFACTION Improved overall user satisfaction with 30% rating it easier to find assets and 50% rating it easier to download assets than the previous process FULL COMPLIANCE Added brand and asset compliance safeguards with pop-ups that outline usage restrictions prior to assets being downloaded

2 Adobe Systems Incorporated Established in 1982 Employees: more than 12,500 worldwide San Jose, California CHALLENGES Establish a robust digital asset management system to support tens of thousands of assets and users Accelerate the asset uploading and tagging process Enhance employee experiences with improved search and easy-to-use UI A global leader in digital experiences Every day, millions of people worldwide use Adobe solutions to create compelling digital content and experiences. As the global leader in digital marketing and digital media solutions, Adobe empowers people to develop rich digital content for delivery across media and devices and then continually measure their impacts and refine those experiences. With a wide range of industry-standard creative and web optimization tools, approved marketing teams inside and outside Adobe need quick access to thousands of branded assets developed for markets around the globe. Adobe implemented its first Marketing Hub to help track and manage tens of thousands of assets. With the Marketing Hub, employees and approved Adobe marketing support vendors worldwide could obtain logos, signatures, corporate templates, and other content needed for projects, eliminating the problems and costs that arise when teams set out to create assets on their own. As user demands on the first Marketing Hub increased, Adobe wanted to implement a more powerful digital asset management system to streamline access to assets and roll out brand-compliant marketing campaigns faster. One important requirement for the new system was powerful search and metadata capabilities. With thousands of assets in the system, users sometimes had difficulties finding assets through simple keyword searches. Employees might have to browse through lengthy folder trees to find the right asset, says Rebecca Paduraru, Manager of Marketing Automation, Digital Content at Adobe. If employees couldn t find what they needed quickly, they might try to recreate an asset or coworkers for copies, which could result in non-branded content being used.

3 With the centralized system, visitors to the Marketing Hub can be confident that any asset they download is branded, up-to-date, and ready for use. Kumar Kittusamy, Senior Manager, Marketing Systems and Delivery, Adobe In addition, Adobe wanted a clear way of marking assets with usage restriction to help ensure content is used as authorized. To address these challenges, Adobe turned to the Adobe Experience Manager solution, part of Adobe Marketing Cloud. With the assets capabilities within Experience Manager, the team can accelerate uploading content to the Marketing Hub, improve searches, and ultimately expand adoption through enhanced user experiences. Regaining control with reliable, centralized digital asset management With Adobe Experience Manager making asset management a breeze, the system has grown to include more than 32,100 assets supporting operations across Adobe. Each asset can come in multiple formats, such as PDF and image files, and numerous localizations up to 32 languages for core Adobe products. With the centralized system, visitors to the Marketing Hub can be confident that any asset they download is branded, up-to-date, and ready for use, says Kumar Kittusamy, Senior Manager, Marketing Systems and Delivery at Adobe. More than 50 content developers, primarily marketing support vendors, currently create and upload thousands of assets every year that are accessed by thousands of users. With streamlined asset tagging in Adobe Experience Manager, creators can tag each asset with detailed, accurate metadata, which helps Marketing Hub users to easily find the right assets. We have seen continuous growth in people using the Marketing Hub since we implemented Adobe Experience Manager, both in uploads and downloads, says Paduraru. Divisions that rarely used the Marketing Hub before have expressed new interest in using it to manage their assets. In the past year, we have had tens of thousands of downloads from employees worldwide, a number that we expect to grow.

4 Streamlining metadata for faster uploads and downloads With its sleek user interface (UI), Adobe Experience Manager greatly simplified asset management for the marketing teams. The software s drag-and-drop interface shaves clicks off every file upload. Adobe s touchoptimized UI uses responsive design to deliver excellent upload and search experiences across devices, including mobile. At the same time, asset tagging improvements further aid employees, whether they are uploading new assets or performing a search to download them. The detailed metadata is vital to organizing assets, enabling users to search for an asset by product, type, or other criteria. In the past year, we have had tens of thousands of downloads from employees worldwide, a number that we expect to grow. Rebecca Paduraru, Manager of Marketing Automation, Digital Content, Adobe Adobe Experience Manager can automatically populate metadata fields for faster and easier tagging. When content creators upload new assets to the Marketing Hub, Adobe Experience Manager templates can instantly prepopulate metadata fields based on the file and upload folder, explains Marjorie McGonigal, Senior Product Manager, Marketing Insights and Operations at Adobe. For example, files uploaded to the Adobe Experience Manager folder in the Marketing Hub are automatically tagged with associated product categories. Prepopulation can greatly speed tagging for content publishers, accelerating uploading for some users by as much as 30%, says McGonigal. The bulk editor takes these efficiencies one step further, enabling employees to add or edit metadata for multiple files at once. Beyond content uploading, enhanced search gives people faster access to current assets. With Adobe Experience Manager, a suggestion function even recommends keywords if a search returns no hits, helping to correct for spelling errors. A recent employee survey showed an increase in overall user satisfaction on the Marketing Hub, says Paduraru. Compared to the previous system, more than 30% of people rated it easier to find assets and 50% rated it easier to download content and assets. Enforcing brand and asset restrictions across the enterprise With dispersed Adobe teams working independently and collaborating with other global groups, enforcing Adobe brand guidelines could previously be a challenge. Users might recreate existing assets or be unaware of usage restrictions. As one of the world s most recognized and respected brands, Adobe views consistent and high-quality communications as essential to the brand, says McGonigal. If employees use non-brand compliant assets, such as distributing internal-only content or content unapproved for use in certain regions, they can inadvertently expose Adobe to costly legal issues.

5 SOLUTION AT A GLANCE Adobe Marketing Cloud, including the Adobe Experience Manager solution. Capabilities used include: Assets The assets capabilities in Adobe Experience Manager provide enterprise-level tracking and clarified usage to improve accountability. When users access content in Adobe Experience Manager, a pop-up page appears that requires users to accept terms before content can be downloaded. Not only does this increase the probability that restrictions are read, but it also provides a record of acceptance for each download. By tracking content downloads and acceptance of usage restrictions, Adobe now has more complete records to manage asset use. Adobe Experience Manager assets within Adobe Marketing Cloud has given people new confidence in the Marketing Hub, says McGonigal. The rich interface greatly improves asset uploading and downloading. We re pleased to see increased adoption as the Marketing Hub becomes an even more valuable asset for boosting efficiency and productivity. For more information Adobe Systems Incorporated 345 Park Avenue San Jose, CA USA Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners Adobe Systems Incorporated. All rights reserved. 7/15