Adobe Commerce Marketing Flows
- Topics:
- Marketing Tools
- Storefront
CREATED FOR:
- Beginner
- Admin
- User
Explore Adobe Commerce’s Edge delivery storefront, focusing on content management. Learn how to enhance the conversion rate by creating and managing content using familiar tools like Word and SharePoint. Learn some new authoring aspects for creating new articles, banners, and conducting A/B testing to optimize customer engagement. Additionally, learn the use of Adobe Experience Manager and generative AI tools to further refine content and ensure effective promotions.
Who is this video for
- Marketers, content managers, and e-commerce professionals.
_ New and existing customers exploring Adobe Commerce’s Edge delivery storefront. - Adobe Commerce projects looking for effective content management and optimization, particularly for promoting new products.
Video Content
- Learn about the latest Content Creation and Management options for Edge Delivery Services.
- Gain an understanding for optimization through A/B Testing.
- Learn a few advanced tools and AI integration to refine content, generate variations, and enhance the overall promotional strategy.
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Transcript
Hello, everyone, and welcome to our content management demo of Adobe Commerce through our Edge Delivery Storefront. What we’re going to be doing today is walking through our CitySignal Store brand with our marketer, NOAA, to promote a variety of new content to better sell the iPhone 15 and new phone plan bundle. What NOAA is looking to do is better increase the conversion of this subscription plan with the iPhone 15 by promoting the benefits and some of the new technologies offered through the iPhone 15. We’ll be going through and creating new articles, loading new banners, creating experimentation or A-B testing on the site to make sure that we’re driving the customer to the right information to educate them on the benefits of the new iPhone 15 model and better convert on the website.
Okay, let’s get started. What we’re going to do first is navigate over to our CitySignal Storefront. Here our marketers can very simply navigate through the site and view the content that is readily available to the customers. Now with Edge Delivery Storefront, there’s a variety of different ways to create and manage content, whether that be through document-based authoring, Adobe Experience Manager, or third-party CMS. What we’re going to start with is document-based authoring. What we want to promote is the use of familiar tools for marketers to create and manage their content. What we’re using today is Word documents and SharePoint in order to aggregate that content and then publish it to the site. What you’ll see here in our SharePoint folder is we have a series of different either content templates or blocks that we’ve created in the past and now want to duplicate. What we’re going to do is we’re actually going to use an existing article as the baseline, change the content of that article to again promote the new technologies such as USB-C within the iPhone 15 device. If we go to our article page that exists today, what we’ll see here is a template that we can follow. We have a banner at the top promoting the guide to wireless charging, the pros and cons of wireless charging, and very simply navigate through the remainder of the content. In order to create a new article, going back to our SharePoint folder, what we’re going to do first is simply select our existing article and now we can either copy, share, create a new asset locally within our machine, or duplicate this article. I’ve already done this, so we’ll pull up our new article that we are creating and again with the use of very familiar tools whether it be Word, PowerPoint, Excel, etc., our marketers can go and create the content for their page and in this case an article. Here we can set up different types of blocks, containers, headings, text, images, banners, etc., and also include the scope of metadata attached to each individual block or piece of content within the article. Here at the top we see what to expect from our new iPhone USB-C. Within the article body we can see everything from the pros of this capability, the cons, frequently asked questions, and at the bottom we’ll eventually see the author of this particular article, again with its attached metadata.
Now once NOAA believes that the content is complete and ready for review, what we’ll do is go ahead and save this document. Again this can be either local or directly within the SharePoint site. We will navigate to the SharePoint site and in the background you’ll see here I just uploaded the U.S. Charger document. Once that is uploaded we can either view the document directly through the SharePoint URL that is created. Here once again viewing the banner, the text, etc.
In the header of the browser where you’ll also see is the capability to pull additional content or information, whether that be from our library of content through AEM Assets or even generate new variations through AI which we will get into a little bit later, and also very simply preview this content. This will create a spot URL for NOAA in which you’ll be able to see what that website URL will look like once it is published. You will also see the tools here in the top left hand side of the screen have updated if we very simply need to edit this page, reload if there’s some type of rendering issue, or very simply publish this content we have the ability to do so. Here we’ve selected publish. This content is now readily available on the site unless we want to schedule it for the future and we can go back to our SharePoint site to continue the creation of new content for our Citi Signal Store. As I mentioned at the beginning of the demo, customers have the ability to either use document-based authoring which we’ve just walked through today, Adobe Experience Manager in the Universal Editor tools, or third-party CMSs to manage content through our Edge Delivery Storefront. To prove that out, very simply here let’s navigate over to the Adobe Experience Manager Universal Editor tool. You’ll be able to change everything on the site whether it be images, banners, text, navigating through the various pages of the site such as product detail pages and more to make modifications. Here very simply what I’ve done is change the text within our hero banner prompt, now saying shop our lowest rates yet for the new iPhone 15. Very simply here in the top right hand corner we are able to publish and continue our journey. Next in order to complete our setup of our new article, what Noah wants to do is also create a new banner for the home page. However we are going to do this through an experimentation or an AP test to make sure that our new article is helping us support better conversion of selling our bundle of a new phone plan with the iPhone 15.
Back in our SharePoint site under our configuration folder what we’re going to do is navigate to our home page template titled here as the index doc. Open the index doc and here we will see the layout of our default home page. We have again our hero banner with its associated text but we also have a teaser banner here at the bottom of the screen and very simply through setup of edge delivery and configuration and the association of metadata within the teaser block here we are able to set up our experiment. You’ll see within the metadata title we have our experiment and experiment split with our associated data here of experiment home and what we’re going to run is a 50-50 split of traffic for this new home page experience.
In order to do that we’ll go back to our SharePoint site we’ll navigate to our experiments folder experiment home certainly Noah is able to create other experiments across the entirety of the site but here we will set up our home page version 2 to operate and run our experiment. Within this document here Noah will be able to load his new banner which we already have set up some of the new text here to welcome city signal but then also a new banner promoting our new article for a USB-C charger and its capabilities and the hyperlink associated to the new article that we have just set up and published. Everything looks good here what we can do is preview this content and publish this content for our new home page experience that will allow Noah to go in very simply view our new home page hero banner the ability to shop plans and devices but also here highlight the new article which has just been published by Noah and his team with the associated hyperlink taking us to the new article page that we have just seen in the demo. Next Noah wants to leverage Adobe’s generative AI tools and what you’ll see in the top left hand corner of the screen is the ability for Noah to select generate variations. Here we have a selections of prompt templates that Noah can use we’ll use the scenario of generating props for our hero banner of the site and we have an option to determine what the intention of the user interaction is the interaction intent what type of audience or segments do we want this particular prompt to apply to if applicable what type of tone of voice do we want to use the number of variations that will actually be generated here very simply we can select the generate option at the bottom of the screen and once the prompts are created which you see here on the right hand side you will see three different variants of hero banner prompts for titles the body the call to action that Noah can easily select to create new variations of the hero banner for city signal the last step in Noah’s journey is to get approval from his manager to fully publish the new article for the USB-C charging for the iPhone 15. In order to do that we’ll very simply navigate back to the article select the automate option within SharePoint to kick off the city signal web page approval workflow on the right hand side of the screen we’ll be able to select the manager in which we need approval from in this case it will be Lucas we’re able to provide any type of detail or description to that manager and run the workflow once we run that workflow our manager will see an email notification which allows that manager to view the web page approval and also very simply approve and reject the article that has been created and pending approval by Noah here we can select approve any type of comments necessary and submit that for approval we’ve now completed our content management demo with the native edge delivery storefront for Adobe Commerce thank you for your time today
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