Since Adobe officially acquired Magento in 2018, the combined forces of the two companies have led to outstanding developments in the world of eCommerce. From the release of the Adobe Commerce Cloud at the Adobe Summit to the improvement of omnichannel connections through Amazon and Google Ad Channels, it’s apparent that the partnership is working together seamlessly.
With all the accomplishments that the Adobe-Magento merger has made throughout the past year, people are starting to wonder what’s on the agenda for 2020. According to current eCommerce trends and predictions from industry experts, here’s what we can expect in the future from Adobe and Magento:
Improved Customer Experience
This year has been heavily focused on creating better shopping journeys and experiences for online shoppers. Although Adobe has taken great leaps in the realm of customer experience, 2020 will likely continue to put the needs of customers first.
According to the VP of marketing strategy and communications at Adobe, Stacy Martinet, “A data-driven approach to creativity helps marketers work more productively, create the right content faster, and deliver that content to the right customer, across the right channels, at the right time.” She explains, “It’s going to take a mix of creativity and intelligence to stand out.”
Jason Heller, partner and global lead of digital marketing operations at McKinsey, also stated that marketers need to focus more on building long-term relationships with customers. “Companies that integrate data and creativity in their day-to-day practices actually drive two times the growth of companies that have those capabilities but manage them separately,” Heller states.
Better Content Management
Creating unique content for your target audience is one of the best tools for improving SEO and giving your business an established voice in your industry. No matter what industry you specialize in, having a content management system is essential for ongoing business success. For example, one company that implemented a content management system, Constellation Energy, reports that doing so helped “future-proof its digital transformation.”
Adobe and Magento will likely work on developing their own system in 2020 that allows users to easily manage their content without having to rely on their IT employees. With easy front-end editing and management tools, businesses will be able to update and change their content far more efficiently.
Emphasis on AR
Adobe chief technology officer Abhay Parasnis says that Adobe will be releasing three different apps that will focus on “mixing real-life, physical elements with digital ones.” The apps (Aero, Fresco, and Photoshop on the iPad) will allow users to switch between different devices seamlessly as they emphasize interconnectedness and ease of use.
These apps are sure to help people become more familiar with AR capabilities and develop their creative skills, but Parasnis thinks that AR could give retailers an edge over bigger sites like Amazon. “If I can make my physical retail environment and spaces more interactive, it gives users a reason to actually leave their screens and go into physical spaces,” Parasnis explains.
As 2019 is coming to a close, be sure to keep an eye out for these new developments in 2020!