Topics: Adobe Experience Manager
Adobe Experience Manager (AEM) is a powerful platform that combines the capabilities of a digital asset manager with the tools of a content management system. This fusion enables marketers to create hyper-relevant, personalized user experiences driven by content and consumer data. But while AEM’s robust features help marketing teams deliver better experiences, it first needs to be properly implemented. Otherwise, your company may be part of the majority of AEM users tapping into just 20% of the platform’s capabilities.
Below are some common issues companies run into when trying to integrate customer strategy, user experience (UX), technology strategy, content strategy, and more with AEM.
Differing departments have different goals. While IT works toward getting the AEM platform up and running, marketing is focused on optimizing the software to meet their needs. If both teams aren’t working in tandem, the result can be a solution that is overly engineered and difficult for non-technical team members to use.
AEM features an expansive list of tools out of the box, ranging from personalization to targeting to basic forms. Because of this, it’s important that you work with your technology partner to understand which of your needs are met by the software before looking to add more Adobe Experience Cloud solutions.
An Improper Introduction
It’s common for companies to give AEM access to team members without adequate onboarding. This lack of introduction can cause disruptions in the software from novice users experimenting with the tools. Before opening up the doors to new team members, have your technology partner work with them to ensure they understand the functions of the tools they’ll be using.
AEM offers deeper insights with advanced analytics and data. While this information can prove invaluable, it’s impossible to gauge if it’s being put to good use without setting goals – key performance indicators (KPIs). KPIs should be defined at the beginning of implementation, as chances are your technology team will need to modify website code to support the performance measurement tools. The longer this code goes without being placed on your website, the less you’re able to effectively measure the success of your efforts.
More consumers are turning to smartphones as their primary device with each passing year. If you’re not providing a good mobile experience, you could be missing out on sales, with a third of all holiday shopping purchases in 2018 being made on smartphones and 79% of consumers making a purchase on mobile in the last six months. Ensure that your experience is optimized for mobile by first designing it for the smallest screen and working your way up.
Correctly implemented, Adobe Experience Manager can be the most powerful tool at your disposal, capable of delivering incredibly personalized user experiences.
Care to discover a few more AEM pitfalls? Download your complimentary eBook, Avoiding the 10 Most Common AEM Fails, here.
Axis41, A Merkle Company, is a long-time Platinum Partner in the Adobe Solution Partner Program and has become leading experts at onboarding clients with AEM. Contact us today for an audit of your existing AEM implementation or to discuss getting started with the robust platform.