EDMAs

Adobe aims to upgrade marketer skills with Experience League

Tim Maytom

As part of its annual Adobe Summit, the creative and marketing software giant has announced a new initiative aimed at providing marketers and creatives with guidance when it comes to getting the most from its software. The Experience League plays into Adobe’s core theme for the 2018 Summit, which centres on the idea of marketers becoming ‘Experience Makers’

“I’ve heard from many of you that you’re looking to Adobe to do more, to step up, and pave the path for your ‘Experience Thinkers’ to become ‘Experience Makers’,” said Brad Rencher, executive vice president and general manager for digital marketing at Adobe. “And to become an ‘Experience Maker’, you’re going to need more than just great tools and some online help. You’re going to need a partner who knows what it means to be an experience business, and what it takes to get there. And it’s for that reason that I’m proud to announce today the formation of the Adobe Experience League, and would like to invite you to join.”

The Experience League will provide marketers with over 100 step-by-step learning guides and supporting content including on-demand videos, webinars, best practice guides and a detailed knowledge base. Adobe is also hoping to establish a strong community based around the Experience League, enabling marketers to discuss issues and problems with peers, exchanging examples and getting help from Adobe’s own experts.

Marketers will also be able to get their own familiarity with Adobe’s various cloud solutions graded, with adoption scores designed to assess how well a user is taking advantage of the various features available to them, and then providing them with a guide on how to progress their learning. Finally, the Experience Index will enable brands to measure how closely their customer experience matches up to consumer expectations, thanks to ongoing research by Adobe, which has already surveyed over 1,500 customers across the US.

“The Adobe Experience League is a whole enablement programme with guided learning too help you get the most out of your Experience Cloud,” said Rencher. “It lets you assess your current capabilities and map out a game plan to get you to where you want to be.”

Many of Adobe’s other announcements across the week have focused on easier use of data to inform marketing and creative decisions, and increased automation for many of the more basic processes of designing, creating, running and assessing campaigns. Combined with the Experience League, the firm seems to be leaning into the growing trend of marketing budgets being brought in-house by major brands, and providing marketers with additional help to supplement their own knowledge.

For more news and insights coming out of the Adobe Summit, keep an eye on our tag for the event

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