Adobe has announced the general availability of its new Adobe Workfront Planning, aimed at providing a unified view of marketing activities and expediting campaign execution. The solution is designed to help marketing teams strategically plan and execute campaigns more efficiently, amidst growing demands for personalised customer experiences and stagnant resource levels.
Marketers often face challenges in manually gathering data from disparate sources, which hinders the speed and efficacy of campaign execution. Adobe Workfront Planning addresses these challenges by integrating fragmented workflows and data across marketing teams. This integrated view enables users to answer critical questions such as the number of campaigns being run in a year and the commonly used tactics in these campaigns.
The new solution features a generative AI-powered assistant that supports queries and aids in the creation of marketing briefs. According to Amit Ahuja, senior vice president of Adobe’s Digital Experience Business, "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." He noted that "Workfront Planning solves this problem by providing a centralised solution to plan campaigns, deliver marketing briefs and orchestrate work across teams."
Workfront Planning includes several capabilities aimed at increasing productivity and reducing time-to-market:
Curated visualisations allow marketers to visualise day-to-day activities through various views, such as a customisable timeline and a detailed spreadsheet format. These visuals provide comprehensive details on key messages, project statuses, individual contributors, and more.
The generative AI-powered brief creation feature enables users to quickly turn static plans into actionable campaign records. By uploading existing assets, marketers can generate marketing briefs that include tactics, objectives, and timelines. The conversational interface further allows users to query details across campaigns, thus addressing pressing questions during the planning process.
Another key feature is the simplified record-keeping capability. Marketers can automatically update records by uploading assets like Word documents. These records provide detailed information such as target audience, tactics, and relevant business units, which are then interconnected into a marketing graph. This visual representation helps drive alignment and reduces the time needed to get campaigns to market.
Global brands such as Deloitte, Interpublic Group's IPG Health, and NASCAR have already employed Workfront Planning to enhance productivity and meet the rising demand for tailored marketing campaigns. Adobe’s own Global Marketing Organisation has seen benefits from the new offering, enabling the creation of coordinated plans and providing full visibility into their marketing activities.
By offering a centralised platform for the strategic planning and execution of marketing campaigns, Adobe Workfront Planning aims to simplify the complex processes modern marketers face. With generative AI capabilities and comprehensive visualisation tools, the new solution from Adobe promises to support marketing teams in delivering highly personalised customer experiences more efficiently.
