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Wednesday, March 6, 2013

Adobe Disrupts Enterprise Collaboration With New Tool for Marketers

Enterprise collaboration is quickly becoming the future of communication within the enterprise. Using tools like Yammer, employees have been able to collaborate between themselves on internal "social networks" where links, photos, and information could be shared. Now we see tools like SalesForce Chatter which attempt to turn employee communication and collaboration into measurable results. Enterprise collaboration is evolving from simple "watercooler"-type chatter to results-focused communication and collaboration.  Today Adobe took that further at their Digital Marketing Summit with their new UI for Adobe Marketing Cloud, which focuses on marketing-related collaboration between departments in enterprise organizations.

The entire interface of Adobe Marketing Cloud has been revamped to a very Pinterest-like interface allowing creatives, marketers, and analysts in the organization to all communicate together and come to results-driven design of each product within the organization. The entire design is focused on combining the best features of Adobe's Creative and Marketing Cloud products to allow creative professionals to play a part in real results for their organization.

Creative professionals can create designs right inside the Adobe creative products like Photoshop, and have their designs shared right to Marketing Cloud for the marketing organization to review, provide feedback, and send back to the creative employees for revision. Both creatives and marketers in the organization can all review new data in a Pinterest-like "feed" within Adobe Marketing Cloud, comment, make annotations, and collaborate around everything shared on the platform.

Not only can creative elements be shared, but analytics and other elements of the Adobe marketing suite of products can be shared as well. Charts, graphs, analytics, and other points all have "share" buttons now that allow professionals in the organization share into the Marketing Cloud feed for further collaboration. Each new element appears as a card in the feed for employees to collaborate.

Enterprise collaboration just took a new turn as it took even stronger and more focused growth through Adobe's launch today. The product is expensive, and will likely only be affordable by larger organizations, but for those that can afford it, the opportunities are endless.

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