In this keynote, attendees will learn about how Business and IT teams can effectively leverage AEM as a hybrid CMS, to rapidly deploy channel-optimized experiences across owned, earned and paid touchpoints.

1. Adobe Experience Manager
A hybrid CMS to deliver context-optimized
omnichannel experiences
A u g u s t 7 , 2 0 1 9
Harsh Walia
VP/Group Director, Technology Strategy
Digitas
https://www.linkedin.com/in/harshwalia/

2. A high-quality customer experience is rapidly
becoming a key differentiator for brands
seeking to gain a competitive advantage

3. “on average, customers who have a high-quality
experience are 2.7 times more likely to keep
doing business with a brand than customers
who have a low-quality experience”
“The ROI of CX Transformation - Forrester

4. A high quality experience is not a website that
looks great, regardless of the screen size

5. A high quality experience is an experience that
adapts to the needs of the user, the situation, the
location and the context of use

6. This high quality experience is
very contextual.
Point of sale
Magic mirrors
Electronic Shelf labels
Virtual Shopping Windows
Kiosks
Connected devices
Mobile apps
Web and mobile sites
IOT Apps
Wearables
Call Center
Chatbots
Gaming platforms
Non-digital channels
Social networks
More……and more….and
more…

7. To deliver contextual experiences, at speed
and at scale, marketing teams need easy
access to content and an ability to author,
manage and deliver content that fits the
user’s context

8. Two Essential Steps
Enable the marketing teams to source
the best content at speed and at scale
1
Assets
Plain text content
• LABELS
• HTML CONTENT
• OFFERS
• MESSAGE
S
• FAQ
• Allow marketers to easily author and manage
contextual experiences on core channels
• Allow IT teams to rapidly build and deploy
custom experiences for custom and emerging
channels
2
Author & Manage
Easy access to Content
Standardized experiences for core channels
Custom experiences for new & emerging
channels

9. With these essential steps, we can enable our teams to
deliver the best content that fits the user’s context

10. Content experiences for Custom/Emerging Channels
Content experiences for Core Channels
Content experiences for content only Channels
Delivering experiences that fits the user’s context
Digital Assets
Plain text content
• LABELS
• HTML CONTENT
• OFFERS
• MESSAGES
• FAQ
Easy access to Content Author & Manage
Standardized experiences for core channels
Custom experiences for new & emerging
channels
+

11. Adobe Experience Manager is
architected to solve this paradigm

12. Adobe Experience Manager is architected to be a Hybrid CMS
• Marketing organizations have the ability to create and manage fully
context-optimized experiences
• IT teams have the ability to reuse content and access it
programmatically to create custom experiences

13. What is a Hybrid CMS?

14. ContentonlyviaAPI
Back End
(manage and store content)
Front End
(Code and design templates)
Headless CMS
IT team Back End
(manage and store content)
IT team
Marketing
team
DigitalExperiences
DigitalExperiences
Traditional CMS
APIAPI

15. ContentonlyviaAPI
Back End
(manage and store content)
Front End
(Code and design templates)
IT team Back End
(manage and store content)
IT team
Marketing
team
DigitalExperiences
DigitalExperiences
+
Hybrid CMS
(Best of both worlds)
APIAPI

16. ContentonlyviaAPI
Front End
(Code and design templates)
Back End
(manage and store content)
IT team
Marketing
team DigitalExperiences
Hybrid CMS
API

17. A Hybrid CMS
Headless
CMS
Traditional
CMS
Design focus
API Driven

18. Adobe Experience
Manager as a
hybrid CMS
Enable headless content to quickly
flow to all the content-hungry
connections
Compose experiences that adapt
and become personalized
Manage content in an omnichannel
manner
Source the best content

19. Working with Content in AEM
AEM provides the platform to enable both the Marketers and IT teams to build /
reuse /deploy the best content across their experiences
Page-independent
content without a
design or layout
Page-independent
content with a design
and a layout
Experience
Fragment
Content
Fragment
Digital
Assets
Plain Text
• OFFERS
• MESSAGES
• FAQ
• LABELS
• HTML
CONTENT
Content sources from brand creative
teams, user generated or through
connected repositories

20. IT teams can build & manage custom
experiences in an Omnichannel manner
AEM Content
Services
Rich Content services
access the best
content
Managing contextual experiences in AEM
IT team
ContentFragment
Digital
Assets
Plain
Text
• OFFERS
• MESSAGES
• FAQ
• LABELS
• HTML CONTENT
ExperienceFragment
Point of sale
Magic mirrors
Electronic Shelf labels
Virtual Shopping Windows
Kiosks
Connected devices
Mobile apps
Web and mobile sites
IOT Apps
Wearables
Call Center
Chatbots
Gaming platforms
Non-digital channels
Social networks
More……and more….and more…
Custom
Channels

21. Marketing and IT teams can Author, build
& manage custom experiences in an
Omnichannel manner
AEM Content Services
Rich Content services access
the best content
IT team
ContentFragment
Digital
Assets
Plain
Text
• OFFERS
• MESSAGES
• FAQ
• LABELS
• HTML CONTENT
ExperienceFragment
Point of sale
Magic mirrors
Electronic Shelf labels
Virtual Shopping Windows
Kiosks
Connected devices
Mobile apps
Web and mobile sites
IOT Apps
Wearables
Call Center
Chatbots
Gaming platforms
Non-digital channels
Social networks
More……and more….and more…
Easy drag-and-drop/Editor
friendly interface
Marketing
team
Custom Channels
Core Channels
Managing contextual experiences in AEM

22. Content Fragment
The ”Sweet” Crawl
@ 7:30pm
Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Mobile variant
Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Click here
Experience Fragment
The ”Sweet” Crawl @
7:30pm
Facebook variant
The ”Sweet”
Crawl @ 7:30pm
Click here
The Schmooz@
6:00pm
Click here
The “Sweet” Crawl
JSON
Content fragments,
Experience fragments and
Content Service working
together to provide
different levels of reuse of
content for delivery across
all channels
Content - “Sweet Crawl @ 7:30pm”
Adobe Advertising
Cloud
( DCO )

23. Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Delivering Dynamic Content with Adobe
Target
Native integration between AEM and Adobe
Target allows marketers to easily push their
experience fragments from AEM to Adobe Target
and build the best path to deliver the best
content to its users
Channels

24. Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Experience Fragment
The ”Sweet” Crawl
@ 7:30pm
Desktop variant
Click here
Delivering Dynamic Content with Adobe
Target
Channels
1. Configure AEM to connect with Adobe Target
and to have access to Experience Fragments
2. Publish Experience Fragments into Adobe
Target
3. Use Experience Fragments to build your
Adobe Target activities

25. Delivering Dynamic Content with Adobe
Target
A/B Test
Automated
Personalization
Experience Targeting
Multivariate Test
Recommendations
Channels

26. Delivering Dynamic Content with Adobe
Target
Deploy custom audience
segments from Adobe
Audience Manager into
Adobe Target to target
effectively
A/B Test
Automated
Personalization
Experience Targeting
Multivariate Test
Recommendations
Channels
Audience Segments

27. Delivering Dynamic Content with Adobe
Target
A/B Test
Automated
Personalization
Experience Targeting
Multivariate Test
Recommendations
Channels
Audience Segments
Channel
Analytics
Measure the performance of your
content to further optimize future
experiences delivered to your
consumers

28. With an ability to deliver channel optimized experiences to users at speed and at scale, brands can
gain a competitive advantage as they strengthen their relationship with their consumer

29. Thank
you