Today, Adobe announced the general availability of Adobe Workfront Planning with the launch of the first solutions created in partnership with Adobe’s Intelligent Automation capabilities. Part of Adobe Workfront, an enterprise-leading work management application, the new offering connects previously fragmented workflows and data across marketing teams, delivering actionable insights that enable brands to work together in more agile and efficient ways.
In fact, the pressure to deliver highly personalized customer experiences has continuously increased on marketers, while the real increase in resources has hardly occurred. Workfront Planning leaps in to define and create “metadata” of work, giving full visibility into daily marketing operations. In effect, this will create a “marketing system of record”-a practice that has allowed other functions such as sales or finance to power planning and execution with data intelligence.
Instead of trying to manually piece it together from across teams, the Workfront Planning solution scales the ability for marketers to answer such questions as “How many campaigns are we running this year?” or “Which tactics are most frequent across our campaigns?” Users have those actionable insights at their fingertips, surfaced through both curated visualizations and generative AI-powered conversational interface.
It can, therefore, reduce the time consumed in strategies and the subsequent deployment of new campaigns, thus achieved by eliminating the cumbersome job of aligning teams on timing and goals. Users can even fast-track time to market by using generative AI to summarize information for them, maintain current marketing records, or establish new campaigns fast.
“The daily work of the modern marketer has become increasingly complex, as different teams charge forward on individual campaigns without much visibility into the efforts of their colleagues,” said Amit Ahuja, senior vice president, Digital Experience Business at Adobe.
The net result is fragmented marketing operations where too much time is spent trying to align programs and stakeholders-a problem Workfront Planning solves by giving them a central solution to plan campaigns, deliver marketing briefs and orchestrate work across teams. Workfront Planning functionalities include the following: Curated visualisations: Workfront Planning’s marketing calendar visualises day-to-day marketing work in an easy-to-digest format. For example, the timeline view displays all the current live campaigns on a customizable timeline for any team and stakeholder.
One can automatically see the campaigns targeting a specific audience, such as loyalty program members, or aimed toward a specific objective, like the promotion during the holiday season. Further deep insights into each campaign are available from the spreadsheet view that gives end-to-end visibility on main messages, individual contributors, project status, and more. Brief creation with generative AI: This is an extension of the above capability, but when a marketer is ready to execute in a new campaign, the user will be able to take action on plans that are no longer static. The marketer will be able to take a presentation deck detailing the project to this point, upload it to a system to generate a marketing brief, set up new campaign plans, and generate new campaign records.
This curated view will have everything from marketing tactics and objectives to relevant assets and timelines. The generative AI in Workfront Planning populates the conversational interface, enabling users to ask questions across campaigns, allowing answers to commonest questions that crop up during planning. Simple record-keeping Effective planning is driven by marketing records that are current and correct. These marketing records may contain information such as target audience and region, tactics, relevant business unit, and more-referred to as the “metadata” of marketing. With the generative-AI-powered conversational interface, users can now auto-create or update records for evolving plans. A marketer only needs to upload an asset, say a Word document with the latest campaign details, and the record is automatically updated.
Records would then be able to connect into a marketing graph to visualize connections between teams and workflows. This creates added insight to drive alignment and racks up the time it takes to get campaigns into the market. Global brands from Deloitte and IPG Health-part of Interpublic Group-to NASCAR have used Workfront Planning to turbocharge productivity and meet the skyrocketing demand for highly personalized marketing campaigns. The new offering is at the forefront of changes to the way the Adobe Global Marketing Organisation works, too, giving teams a way to create coordinated plans with complete visibility of marketing activity.
