Livefyre, a leader in social curation, now has entered a strategic partnership with Adobe, known for its digital marketing solutions.
Working in tandem, the two firms want to provide enterprises with “the ability to create and deliver socially driven content and experiences on owned properties and campaigns.”
Why this goal? According to a news release, “the rise of mobile experiences and “always-connected” consumers has elevated expectations of brands to deliver compelling digital experiences.”
For instance, “The Forrester Wave: Social Depth Platforms, Q2 2015” report from Forrester Research contends that about 50 percent 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,” noted the statement.
In a word, the partnership means that brands will have the ability to weave together content from Adobe Creative Cloud with social content discovered and curated by Livefyre — and delivering these experiences using Adobe Experience Manager, part of Adobe Marketing Cloud.
“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.
But Kretchmer wants that to change.
“Fortunately, consumers are also a source of amazing content,” he added. “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.”