New Delhi: Adobe has launched Adobe Workfront Planning, a new feature of Adobe Workfront. It integrates fragmented workflows and data, offering actionable insights for faster campaign execution. Workfront Planning helps marketers manage personalized experiences efficiently, providing visibility into daily operations and creating a “marketing system of record” for data-driven planning.
Workfront Planning lets marketers quickly access insights like the number of campaigns or frequently used tactics, using visualizations and a generative AI-powered interface. This streamlines planning and launching campaigns, reduces alignment work, and speeds up time-to-market by summarizing information, updating records, and setting up new campaigns efficiently.
Amit Ahuja, senior vice president, Digital Experience Business at Adobe said, “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. 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 providing a centralized solution to plan campaigns, deliver marketing briefs and orchestrate work across teams.”
Workfront Planning capabilities include:
- Curated visualizations: The marketing calendar in Workfront Planning offers a clear, customizable timeline view of active campaigns, sortable by audience or objective. A spreadsheet view provides detailed insights into campaign messages, contributors, and project status.
- Brief creation with generative AI: Generative AI in Workfront Planning will soon let marketers create campaigns by uploading existing assets, generating campaign records and briefs with tactics, objectives, and timelines. The AI-powered conversational interface also allows users to query campaign details and answer planning questions.
- Easy record keeping: Accurate and up-to-date marketing records are crucial for effective planning. Generative AI in Workfront Planning automatically updates records, such as target audience and tactics, by uploading assets like Word documents. These records form a marketing graph, visualizing team connections and workflows to enhance alignment and speed up campaign launches.
Global brands like Deloitte, IPG Health, and NASCAR have used Workfront Planning to enhance productivity and meet the demand for personalized marketing. Adobe’s Global Marketing Organization also benefits, gaining coordinated planning and full visibility into marketing activities.To see how Adobe built its marketing system of record, visit here.
