AEM and Omnichannel Content Delivery: Seamless Customer Journeys
In the wake of the pandemic, over a third of Americans have leveraged omnichannel features in their daily shopping routine. Gone are the days when businesses could afford to overlook the quality of customer experience they provide while selling their products and services.
With 90% of consumers expecting a seamless, consistent journey across all channels, it is evident that an increasing number of people consider an omnichannel experience to be a crucial element when deciding on a purchase. Enhancing your customer experience is one of the best ways to help your brand stand out amidst the competition today.
Adobe Experience Manager (AEM) is an asset and content management system that allows businesses to deliver seamless customer experience across every channel and touchpoint. It’s part of the Adobe Digital Asset Management suite, and the latest version, AEM 6.5, has various improvements and features to help businesses maximize their omnichannel strategy.
This guide will demonstrate the various benefits of an AEM Content Management System to help your business reach a wider audience and achieve its goals.
Table of Contents
- What are the Key Features of AEM?
- How Can AEM and Omnichannel Delivery Ensure Seamless Customer Journeys?
- In Conclusion
What are the Key Features of AEM?
The AEM Content Management System enables businesses to streamline their customer experience efforts and ensure greater customer satisfaction. Some key features of AEM include the following:
- AEM offers improved search functionality that allows you to find rich media, such as images using metadata, so you don’t have to look for it manually. AEM 6.5 takes this to the cloud, allowing teams to organize their media better and access it whenever needed.
- It ensures better task management and vastly improves analytics. AEM is highly scalable, allowing teams to work seamlessly on projects even as they expand while ensuring minimal clutter. For example, the Single Page Editor in AEM 6.5 enables marketing teams to quickly build and edit web pages to increase the overall content velocity and deliver a better customer experience.
- AEM allows marketers to easily convert video files to different formats based on where they will be published. The latest version also comes with Adobe Stock Integration, which gives teams access to millions of high-quality templates, images, videos, and more to improve content turnout.
- AEM allows businesses to deliver highly personalized content and help you differentiate your brand from others.
Also Read: AEM Cloud Service: Benefits, Migration, and Best Practices
How can AEM and Omnichannel Delivery Ensure Seamless Customer Journeys?
An AEM Content Management System ensures a personalized and unified experience at every stage of the buyer’s journey, regardless of your customer’s channel of choice. However, before we dive in, let’s quickly recap what an omnichannel marketing approach involves.
In an omnichannel customer journey, multiple communication channels are seamlessly integrated to provide a unified and tailored customer experience. Whether a customer enters a physical store and finalizes their purchase on a website or engages with your brand on Instagram and picks up the product in-store, an omnichannel strategy connects all of your brand’s touchpoints.
Let’s dive into how AEM and omnichannel content delivery affect customer journeys.
1. They Allow You to Deliver a Consistent Customer Experience
The key benefit of AEM solutions is that they offer you the tools to deliver a consistent customer experience at every single step of the journey, regardless of the industry. Whether it’s AEM in the healthcare sector, technology, or marketing, this system offers plenty of benefits.
Implementing an omnichannel marketing strategy ensures that customers receive consistent messaging and a consistent experience across every single touchpoint, be it social media, websites, push messages, and more. Further, with AEM, marketing teams can easily collaborate via the cloud to ensure that each project or initiative can be fine-tuned with the customer in mind.
2. They Help Optimize Communication Channels
Every brand reaches its customers in various ways as a part of its omnichannel strategy. AEM Content Management Systems allows businesses to do so in an efficient and personalized manner. Be it websites, social media, or emails, AEM can help brands adapt content to the different requirements of each channel. This ensures that your brand’s messaging remains consistent and instills greater brand recognition in the minds of your customers.
3. Offers Data and Insights for Detailed Customer Analytics
One of the key reasons for implementing an omnichannel marketing approach is to benefit from the data-driven insights it offers at each stage of the customer’s journey. These analytics are used to fine-tune the overall marketing approach to ensure it meets customers exactly where they want and resolves their pain points.
With AEM solutions, businesses can act on these insights collaboratively, improving their marketing approach and ensuring a smoother customer journey.
4. They Allow for Greate Cross-Channel Coordination
Customers often get frustrated when beginning their journey from scratch when switching over from one platform or channel to another. For example, if a customer adds a product to their cart on their app, but this fails to reflect on their website, the customer is likely to be disappointed.
Almost 73% of customers use multiple channels throughout their buyer journey. As a result, businesses must ensure seamless cross-channel coordination. An omnichannel strategy and the tools AEM offers allow companies to ensure that a customer who starts a transaction on their app can seamlessly continue it on their website at a later time.
This can go a long way in improving customer satisfaction. After all, even though omnichannel customers only make up about 7% of all customers, they help generate almost four times as much in sales.
5. They Help Manage Campaigns Across Multiple Channels
Marketing campaigns are among the best ways businesses can keep themselves relevant in the market throughout the year. They play a huge role in advertising your business to larger audiences.
Almost 75% of marketers show increased overall revenue due to marketing campaigns. However, for campaigns to be successful, they need to be seamlessly advertised across every marketing channel a business uses. Using an AEM Content Management System to manage an omnichannel strategy efficiently, marketers can easily collaborate to deliver campaigns across mobile devices, websites, emails, and even physical channels if needed.
With AEM 6.5 offering cloud-based campaign management capabilities, marketing teams can now closely collaborate on a centralized network and measure the success of their campaigns across channels.
Check out this Exclusive Press Release: Hurix Digital Joins Adobe Bronze Solution Partnership Program to Enhance AEM Consulting Services
In Conclusion
AEM enables seamless content delivery throughout the customer journey across all channels. AEM’s various features and benefits allow marketers and businesses to devise strategic, fool-proof omnichannel marketing strategies and implement them seamlessly.
Hurix Digital provides customized AEM solutions with powerful omnichannel delivery features to help you deliver tailored customer experiences and maximize ROI.
Contact us today to learn more.
SVP & Head – Hurix Technology Solutions
Global Delivery head with 25 years of working experience in NYC investment banks and fintech companies. Hands-on technology delivery management and program management, accountable for stakeholder relationships, Strategic roadmap, P&L, Revenue growth, Account Management, and employee satisfaction.