Livefyre, real-time social curation company, has announced a strategic partnership with Adobe to provide enterprises with the ability to create and deliver socially driven content and experiences on owned properties and campaigns.
The rise of mobile experiences and “always-connected” consumers has elevated expectations of brands to deliver compelling digital experiences.
According to “Forrester Wave™: Social Depth Platforms, Q2 2015” from Forrester Research, “Nearly half of prospective buyers will visit a brand’s web page to gather relevant information that will help inform a purchase decision. Instead of static content on a corporate web domain, dynamic websites that display latest trends, customer sentiment and buyer profiles are most effective for driving exploration.”
“User generated content is an untapped source of content for marketers,” said Melissa Webster, program vice president, content and digital media technologies for IDC. “Consumers are already talking about your brand online, creating authentic content in real time. By unifying brand- and user-generated content, enterprises can offer the most engaging customer experiences. The Adobe and Livefyre partnership will enable marketers to rapidly advance their content marketing initiatives to connect more effectively with their audiences by integrating content from social networks into one of the industry’s leading content creation and experience delivery platforms.”
“We’ve reached a point where consumers expect relevant, contextual, meaningful content from brands 24/7. But that’s really hard if you don’t have the resources, and most brands don’t,” said Jordan Kretchmer, founder and CEO of Livefyre. “Fortunately, consumers are also a source of amazing content. This partnership gives marketers a way to bring all the content that already exists — both about their brands and relevant to their brands — so they can easily deliver a digital experience to their audience in whatever way makes the most sense for them.”
Now brands can bring together content from Adobe Creative Cloud with social content discovered and curated by Livefyre, and then deliver these experiences using Adobe Experience Manager, the industry leading digital experience solution as a part of the Adobe Marketing Cloud. Marketers will be able to:
- Inject relevant user generated content into every touch point of the customer journey, ultimately influencing purchase intent and driving conversion.
- Consolidate social discovery, moderation, asset management and content creation capabilities into one platform, saving both time and money.
- Facilitate social engagement and interaction to forge stronger connections with their audience, raise brand awareness and build customer loyalty.
- Leverage interactive visualisations using fully customisable social applications like Maps, Galleries and Media Walls to highlight the latest trends, customer sentiment and the best user generated content.
“The connection between Adobe Creative Cloud and Adobe Marketing Cloud helps enterprises create and deliver rich, personalised experiences across websites, mobile apps and any connected device at unprecedented velocity for content marketing,” said Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target. “Thanks to our partnership with Livefyre, marketers can easily access valuable user generated content to create amazing, engaging brand experiences.”
Both Livefyre and Adobe were recently named leaders in independent analyst reports. Adobe was named a leader in Gartner’s Magic Quadrants for Web Content Management and Mobile Application Developer Platform. Adobe was also as a leader in “The Forrester Wave™: Digital Experience Delivery Wave, Q3 2014” as well as “The Forrester Wave™: Web Content Management Systems, Q1 2015.”
The latter report noted, “Adobe has built the best portfolio for companies with the greatest marketing need.” Livefyre was also a leader in the “Forrester Wave™: Social Depth Platforms, Q2 2015”, which cited the company’s strength in social content publishing and moderation and gave Livefyre perfect scores in corporate strategy and customer satisfaction.