Adobe has officially announced a partnership with Microsoft to bring its Experience Cloud workflows and insights to Microsoft Copilot for Microsoft 365. According to certain reports, the objective behind doing so is to help marketing teams overcome application and data silos, and therefore, more efficiently manage everyday workflows. Before we get into the specifics of this partnership, we must try and understand its significance by taking into account a survey, which revealed that more than 43% of marketing and communications professionals saw the need to switch between digital applications and programs as disruptive for their creativity. Now, in order to address the given problem, both Adobe and Microsoft will start with the offer of strategic workflow insights. This involves leveraging relevant campaign insights from Adobe Experience Cloud applications, like Adobe Customer Journey Analytics and Adobe Workfront, along with Dynamics 365, to help marketers on Copilot for Microsoft 365 get quick insights and updates across Outlook, Teams, and Word. Furthermore, the stated arrangement allows marketing professionals to ask questions and get the status of a marketing project, understand the effectiveness of a campaign, assess outstanding approvals and actions to take, as well as the audience and KPIs being defined in the latest campaign brief. Having referred to campaign brief, the partnership in question will guide you in equipping campaign briefs, presentations, website updates, and emails with relevant context. Aside from that, marketers can also create imagery with Adobe Firefly generative AI, copy for marketing experiences through Adobe Experience Manager Sites, and at the same time, produce content which gets published directly to channels, such as web and mobile. Here, the idea is to make marketing teams more data-driven without causing them the hassle of navigating multiple tools or people for insights.
“The demand for personalized content across social media, mobile and other fast-moving channels has been exploding, pushing marketers to drive greater efficiency and productivity in their everyday work,” said Amit Ahuja, senior vice president, Digital Experience Business at Adobe. “Marketers spend a great deal of their day working across Adobe and Microsoft applications, and the partnership provides a unique offering for marketing teams, streamlining daily tasks across planning, collaboration, create and campaign execution.”
Rounding up highlights for us would be the promise of keeping projects in-line with contextual notifications and summaries. Quite similar to the way they have worked in other areas, marketers usually visit multiple applications, emails, and chats in their attempt to compile a project status, thus posing a major point of contention for efficiency. The Adobe-Microsoft partnership, however, empowers us to handle everything, from feedback and approvals to work item changes and due dates, in a markedly integrated fashion. Such a facility ensures smoother disbursal of relevant marketing data to create timely notifications.
“Microsoft and Adobe share a common goal of empowering marketers to focus on the work that’s most important – creating impactful campaigns and enhancing customer experiences,” said Jared Spataro, corporate vice president of AI at Work for Microsoft. “By integrating contextual marketing insights from Adobe Experience Cloud applications and Dynamics 365 within the flow of work through Copilot for Microsoft 365, we deliver on our shared goal while helping marketers streamline their efforts, break down barriers, and deliver exceptional results.”
