Adobe embraces user-generated content with AEM Communities
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With AEM Communities, Adobe is targeting organisations needing a highly customised, branded online community for customers or partners. Bringing the same level of site design and configurability to community engagement as it does to web and mobile sites with its web content management solution AEM Sites, this relatively new offering integrates tightly with AEM Sites and the Adobe Marketing Cloud (notably Adobe Analytics) to deliver a flexible platform for engaging more effectively with external stakeholders.
From WCM to user-generated content
Since its acquisition of Day Software in 2010, and the subsequent launch of Adobe Experience Manager (AEM) – which combines web content management with complementary capabilities including forms-based workflow, digital asset management, and mobile app development and management – a growing proportion of Adobe’s enterprise software strategy has been focused on meeting the needs of marketing organisations. The Adobe Marketing Cloud brings together a range of products that help marketers with a multitude of activities: from audience analysis and targeting to campaign management and social media marketing. Managing an organisation’s online presence is clearly a key aspect of this, but increasingly it is about more than just providing a website or an online store; organisations want to add more interactive, engaging aspect to their websites, helping to support customers both before and after their purchases by creating customer communities.
To more directly address this opportunity, in May 2015 Adobe launched a new capability within its AEM suite called AEM Communities. Though some of its features had been available previously as optional add-ons to AEM Sites, the new offering brought these together in a more packaged, turnkey way – allowing a more templated approach to community creation, with the emphasis on configuration rather than development, and removing the need to involve IT during set-up.
Creating communities that are an extension of your web experience
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