Adobe Inc. today announced the general availability of Workfront Planning, a new update to its Workfront platform for marketing teams that helps centralize work, automate campaign planning and scheduling across organizations.
The company says that with today’s teams moving faster than ever to deliver personalized customer experiences, there are many more moving parts to keep track of. Workflow Planning attempts to address this by providing an easier way to visualize day-to-day marketing experiences by delivering what Adobe calls a “marketing system of record,” that has been used in finance and power planning.
“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 of 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.”
Adobe’s Workfront product grew from the company’s acquisition of the marketing software company of the same name for $1.5 billion in 2020. The cloud-based marketing platform is currently integrated into Adobe’s Experience Cloud and is used to manage customized marketing campaigns, content delivery, analytics, data, advertising and customer journeys. The tool is currently used by brands including T-Mobile US Inc., ADP Inc. and Coca-Cola Co.
The new capabilities in Workfront Planning include curated visualizations that allow teams to visualize day-to-day marketing work in an easy-to-understand format including a timeline that displays all active campaigns. Users can map this into a chronological format to view campaigns targeting a certain audience, such as loyalty program members, or a specific objective, such as holiday season promotions. They can also have it displayed as a spreadsheet to diver deeper into the data side of the campaign to understand project status, contributors and overall health.
Adobe also included a new generative artificial intelligence assistant with conversational capabilities that can take previously static plans and build dynamic campaign records and briefs. Users can upload assets to create campaign records and have the assistant make a marketing brief, which will provide everything from marketing tactics to relevant assets and timelines.
The AI chatbot interface allows users to “talk” to their campaign and query details about the plan across all stages. It also can automatically create and update records according to conversations as plans evolve. Marketers can upload a Word document containing new data with relevant campaign details, and the campaign record will be automatically updated.