How does Adobe’s acquisition position them in terms of meeting a marketing teams’ total content needs?
- Creation — Original rendering of text, videos, images, infographics and e-books, for example. Creative Cloud is Adobe’s solution to this core marketing problem and has afforded them historical access to the design-minded marketer. Growing linkages between the creative and marketing cloud bode well for a unified approach to creation.
- Curation — Discovery, acquisition, organization and annotation of third-party content. The Livefyre acquisition adds these capabilities to the company’s arsenal from a UGC standpoint – but leaves room for the addition of common freelancer or vendor sourced content workflow features. The stated intention to integrate Livefyre into Adobe Experience Manager should provide marketers a seamless way to onboard UGC into a variety of publishing outlets and marketing channels.
- Cultivation — Invitation to the community to contribute content on your behalf. Lack of direct community management capability could be a gap, however many marketers use social tools to engage and invite their communities to participate on each respective channel, then using tools like Livefyre to aggregate and publish derivative works (e.g. Facebook, Instagram, Pinterest).