고객 생애 가치를 높이는 디지털 마케팅

Adobe
신혼여행을 위해 호텔 스위트룸에 머무는 고객과 잦은 비즈니스 미팅을 위해 라운지를 방문한 고객 중 어느 쪽이 마케팅에 있어 더 가치 있는 고객일까요? 혹은 가족여행을 위해 서울-파리를 비즈니스석으로 발권한 고객과 잦은 출장으로 인해 서울-싱가포르를 이코노미석으로 오가는 고객의 경우에는 어떨까요? 단순한 듯 보이는 질문이나, 답은 결코 쉽지 않습니다. 왜냐하면 고객의 가치를 판단하기 위해 중요한 판단 기준이 빠져있기 때문이죠.
변화된 KPI 측정과 고객 가치
마케팅 영역에 있어 기존 방법은 지금보다 고객에 대한 이해가 다소 부족한 것이 사실입니다.  광고의 경우 KPI의 측정 기준이 광고 1,000회 노출당 가격(CPM, Cost Per Mille)이나 광고 클릭당 가격(CPC, Cost Per Click) 등이었습니다. 그러나 이제 데이터를 바탕으로 고객 행동 파악이 쉬워지면서 더욱 정교한 타기팅이 가능해 짐에 따라, 전체적인 관점에서 고객을 해석하는 고객 생애 가치가 더욱 필요하게 된 것입니다.
고객 생애 가치란?
고객 생애 가치란 한 고객이 기업에 기여할 수 있는 총 가치를 이르는 말입니다. 다른 이름으로는 LTV(Life-time Value) 또는 CLV(Customer Lifetime Value)라고 불리기도 하죠. 고객이 기여한 가치에서 고객 확보 비용을 제외한 금액에 대해 확률적으로 계산한 것입니다
이를 알기 쉽게 기계의 생산량에 비유해 보겠습니다. 당신은 특정 제품을 생산하해야 하고, 시장에는 이 제품을 생산할 수 있는 세 종류의 기계가 있습니다. 첫 번째 기계는 3만 원, 두 번째는 6만 원, 세 번째는 8만 원입니다. 단, 하루에 만들 수 있는 제품의 개수가 다르다고 가정하겠습니다. 첫 번째 기계는 하루에 1개, 두 번째는 하루에 2개, 세 번째는 하루에 3개의 제품을 만들 수 있습니다. 제품 한 개의 가격이 100원이라고 했을 때, 1년이 지난 후 이익을 계산해 보면 첫 번째 기계는 6,500원, 두 번째는 13,000원, 세 번째는 29,500원의 이익을 얻을 수 있음을 알 수 있습니다.
첫 번째 기계는 초기 비용은 가장 저렴하지만 생산성은 가장 떨어졌고, 세 번째 기계는 초기 비용은 가장 비쌌으나 생산성은 가장 높았습니다. 세 번째 기계와 같이 높은 생산성을 얻기 위해서는 단순히 초기 비용만 고려해서는 안 됩니다. 고객도 마찬가지입니다. 고객이 회사에 기여할 수 있는 가치를 전체적인 시각에서 예측해, 고객 생애 가치가 높은 고객을 유치하는 것이 좋겠죠?
고객 생애 가치를 높이기 위한 마케팅 방법
고객 생애 가치의 중요성을 이해한 마케터라면 고객과의 장기적인 관계 유지를 위해 고객 생애 가치 극대화에 집중할 할 것입니다. 이 과정에서 필요한 것은 잠재고객을 발굴하는 것과 이탈 방지를 통해 잔존 고객을 늘리는 것입니다. 궁극적으로 고객 확보 비용에 있어 최소화가 아닌 최적화를 이루는 것입니다.
그렇다면 가치 있는 고객은 어떻게 발굴할 수 있을까요? 어떻게 하면 단순 방문 고객인지 제품 구매로 이어질 수 있는 고객인지 구분해낼 수 있을까요? 어도비 애널리틱스 클라우드 같은 분석 툴을 사용하면 보다 정확하고 간편하게 고객을 분석할 수 있습니다. 인공지능도 고객 분석에 큰 역할을 하고 있는데요. 어도비 센세이(Adobe Sensei)는 머신 러닝과 인공지능 기술을 통해 방대한 데이터를 분석하고 중요한 고객 세그먼트를 세부적으로 타기팅할 수 있습니다.
호주 국립은행(NAB, National Australia Bank)은 모바일을 포함한 멀티 채널 마케팅에서 뛰어난 활동을 선보이는 디지털 전략 리더로 알려져 있는데요. 이 은행은 대출 신청 과정에서 특정 단계에 이르렀을 때 고객 신청수가 갑자기 감소하는 현상을 고객 여정을 분석함으로써 해결했습니다. 바로 스마트폰 플랫폼상의 아주 작은 결함이 그 원인이라는 것을 알아낸 것이죠. 호주 국립은행은 이 문제를 개선함으로써 고객 경험을 향상시키고, 대출 승인 과정을 간소화해 모바일 앱을 통한 잠재 매출을 600% 향상할 수 있었습니다. 이 사례는 고객 여정에 대한 단순해 보이지만 의미 있는 통찰이 장기적인 고객 가치를 높이는 데 얼마나 중요한 지를 보여줍니다.
그럼 다시 처음의 질문으로 돌아가 보겠습니다. 호텔 스위트룸을 이용하는 고객과 호텔 라운지를 이용하는 고객 중, 어느 쪽이 더 가치 있는 고객일까요? 이제는 같은 질문을 받더라도 두 고객 중 장기적인 관점에서 호텔에 더 많은 이익을 기여할 수 있는지를 대해 먼저 고민하게 될 것입니다. 그리고 이것이 바로 마케팅에 있어 염두 해야 할 고객 생애 가치 개념의 핵심입니다.

New for Adobe Stock Contributors: Auto-Categories, Mobile Uploads from Adobe Photoshop Mix, and More.


Adobe
At Adobe Stock, we strive to build tools that improve our contributors’ lives and make them easier. Last September, we introduced the Contributor Portal, a platform for content creators to upload and sell their photos, illustrations, vectors and videos to the world’s largest creative community.
Contribute from Adobe Photoshop Mix
Today we are excited to share a version of Adobe Photoshop Mix on iOS which will allow mobile photographers to upload their images directly to Adobe Stock.
Adobe Photoshop Mix is a powerful app that allows you to cut out and combine elements from different images, blend layers, and apply looks on your mobile phone or tablet – in essence, Photoshop in your pocket.
After you have finished editing your original images with the Mix app, simply select Adobe Stock from the ‘Send To’ options, and the app will push your Mix creation to the Contributor Portal. Try it out today!

When you login to the Contributor Portal, you will see that your Mix image is in the submission queue, and our Adobe Stock’s intuitive auto-keywording tool has automatically generated the first five keywords. You can choose to manually edit these keywords if you want.
Contributor Portal Feature Updates
The newest feature updates to the Contributor Portal are designed to make the upload and submission process even more efficient for our community.
Auto-Categorization
Now we also have a brand new auto-categorization tool that will automate the submission process even more. Like the auto-keywording tool, the auto-categorization tool leverages the power of Adobe Sensei to analyze your image, compare it to our database of millions of assets, and mirror the category from top images that are similar to your submission. And just like the auto-keywords, you can choose to manually change the category if you want.

Once you are happy with the category and keywords, all you have to do to complete submission is give your image a title and add any necessary model or property releases.
CSV Uploads
We’re improving the video submission process with CSV uploads – attach a CSV file containing tagging information including titles and keywords, and we’ll match them to you clips.
We have many more features and integrations in the works intended to make the submission process even more efficient, and we look forward to sharing those with our contributor community soon.
Learn more about the Adobe Stock Contributor program here and find out more about our submission guidelines on our HelpX page.

Customer Connections for Lasting Loyalty: The Customer Experience Track at Adobe Summit

Adobe
The digital revolution has overturned decades of conventional marketing wisdom. Today’s consumers have access to infinite choices in content. They’re connected to an explosion of devices, and they demand seamless experiences with the brands they use. To meet these digital demands, you need to become an experience-led company—a company that delivers compelling, personal, and useful in-the-moment experiences, and delights customers across every touchpoint.
This is exactly the kind of connectivity that Adobe Experience Cloud handles best. The platform is designed from the ground up to empower you to deliver standout customer experiences, from content creation to delivery, measurement, and refinement. In the Customer Experience track at this year’s Adobe Summit EMEA, experts and partners will share insights and best practices on how organisations of all sizes can create standout experiences, and forge genuine customer connections that lead to lasting loyalty.
Here are the sessions I’m most excited about in the Customer Experience Track at this year’s Summit.
CX1: Digital Transformation—Patterns for Success
While it’s crucial to transform customer experiences to meet the growing demands of the connected consumer, many studies cite failure rates of 70 to 80 percent. This session will explore patterns of success that have emerged from the thousands of companies that Adobe works with, including what’s worked in the area of digital experience, and what innovations and resources have helped organisations increase their success rate.
CX6: Adobe Experience Manager Sites—Top 10 New Innovations
Hear about the top 10 innovations for digital experience management coming in the next release of Experience Manager Sites 6.3, all of which are must-haves for organisations that want to be successful. This session will walk through the new features and explain how you can get a leg up on today’s continually evolving landscape of digital transformation.
CX11: What’s New in AEM Assets—Top DAM features
Our customers want to ensure they are getting the most out of their AEM Assets investment. However, most don’t have the time to track every innovation and are forced to constantly combat the sneaking suspicion that there is a more efficient way to do things. This session will walk through the newest and most exciting features of AEM Assets to help dispel doubt and ensure that teams are empowered with the cutting-edge features of a 21st century digital asset management (DAM) tool.
CX16: Supercharge Your Commerce Experience
As visitors shop, their intent and selection criteria continuously evolve. As an individual progresses through the customer journey, the marketing messages that originally lured them to a site may no longer be relevant. This session will explore how to respond to these demanding shoppers, and supercharge commerce deployment with experiences that adapt to consumers in the context of their journeys and moments of truth. It’ll also cover the latest omnichannel commerce best practices, and demonstrate how to take advantage of the latest experience-driven commerce capabilities.
CX2: Delivering Tomorrow’s Optimised Customer Journey (and the Post) Today
To stay relevant and valued by its customers in this changing world, Australia’s postal service, the Australia Post, had to completely reinvent itself. This required the Post to build out an experience-optimising platform based on multiple Adobe Experience Cloud products, including Adobe Target. With the platform, the Post now knows its customers on a deep, personal level, and can deliver the experiences that do indeed make life better. This session will explore how the Australia Post built out the experience-optimising platform and used that platform to deliver optimised customer experiences.
CX13: How to Build a Fast, Sleek, Sweet Machine—An Automotive Experience Personalisation Case Study
Using an Adobe consulting success in the automotive industry as an example, this session will demonstrate how to create audiences using Adobe Target, Experience Cloud Shared Audiences, Audience Manager, and Analytics, and personalise experiences to achieve a significant boost in measurable results. Presenters will also walk through the steps to set up the solution integrations from a technical perspective and explain how to decide when and how to use each solution to create an audience based on use case, discover visitor segments through integrated data, and integrate with Creative Cloud to deliver content that achieves real results.
We look forward to seeing you at Adobe Summit EMEA 2017, and if you haven’t registered to attend, there’s still time. Just click here to find out about all the other exciting events happening at this year’s Summit.

Adobe Stock: Brandneue Funktionen im Contributor Portal und für Photoshop Mix


Adobe
Wir von Adobe Stock streben stets danach unseren Anbietern mit immer besseren Tools das Leben leichter zu machen. Im letzten September haben wir unser Contributor Portal eingeführt – eine Plattform, über die Kreative ihre Fotos, Illustrationen, Vektoren und Filme hochladen und der größten Creative Community der Welt zum Kauf anbieten können.
Upload direkt aus Adobe Photoshop Mix
Wir freuen uns euch heute eine Version von Adobe Photoshop Mix für iOS vorzustellen, mit der ihr eure Bilder direkt von unterwegs auf Adobe Stock hochladen könnt.
Adobe Photoshop Mix ist eine leistungsstarke App, mit der ihr auf eurem Handy oder Tablet Elemente aus unterschiedlichen Bildern ausschneiden und kombinieren, Ebenen mischen und verschiedene Looks anwenden könnt – quasi ein Photoshop für die Hosentasche.
Seid ihr mit der Bearbeitung der Originalbilder in der Mix-App durch, wählt ihr unter „Senden an“ einfach Adobe Stock aus, und die App lädt euer Motiv direkt ins Contributor Portal. Schaut es euch doch gleich mal an!

Sobald ihr euch im Contributor Portal anmeldet, werdet ihr euer Mix-Bild in der Warteschlange für neue Beiträge wiederfinden. Ebenso hat die intuitive Auto-Keywording-Funktion bis dahin auch schon die ersten fünf Schlüsselwörter generiert. Diese könnt ihr natürlich nach Belieben ändern, indem ihr “manuell ändern” auswählt.
Neue Funktionen im Contributor Portal
Sämtliche Updates des Contributor Portal zielen darauf ab, das Hochladen und Einreichen neuer Beiträge für unsere Community noch effizienter zu gestalten.
Automatische Kategorisierung
Ganz neu an Bord ist jetzt eine automatische Kategorisierung, sodass neue Beiträge noch unkomplizierter eingepflegt werden können. Ebenso wie die intuitive Auto-Keywording-Funktion, trägt auch die automatische Kategorisierung zu einer effizienteren Bildanalyse von Adobe Sensei bei: Dafür wird ein Beitrag mit einer Million Bildern unserer Datenbank verglichen und die Kategorisierung anhand ähnlicher Beiträge erstellt bzw. vorgeschlagen. Denn wie auch bei den Keywords könnt ihr die Kategorien nach Eurem Gusto anpassen.

Wenn ihr dann eure Keywords und Kategorien festgelegt habt, braucht ihr eure Bild nur noch zu benennen um den Prozess abzuschliessen. Je nach Bedarf könnt ihr dem ganzen noch Verträge oder rechtliche Hinweise zur Veröffentlichung hinzufügen.
CSV Uploads
Wir haben auch den Upload von Video-Material über CSV verbessert – hängt einfach eine CSV Datei samt Keywords und Titel mit an den Upload und schon werden diese euren Clips zugeordnet.
Wir arbeiten noch an vielen weiteren spannenden Funktionen und Integrationen damit ihr eure Medien noch effizienter bereitstellen und anbieten könnt. Wir halten euch im Blog dazu auf dem Laufenden – also bleibt dran!
Wer jetzt neugierig geworden ist kann hier mehr über das „Adobe Stock Contributor“-Programm erfahren. Unsere Richtlinien für neue Beiträge in Adobe Stock könnt ihr hier nachlesen.
Von: Zeke Koch

Pond5 pour Adobe Stock

Adobe
Depuis le lancement d’Adobe Stock en juin 2015, nous avons redoublé d’efforts pour enrichir et diversifier notre offre de contenus. Notre collection compte désormais 75 millions de ressources (photos, vidéos, illustrations et images vectorielles) et inclut des contenus inédits, comme les templates, les fichiers 3D, les matières et les éclairages. Ce résultat, nous le devons à notre communauté de contributeurs incroyablement talentueux.
Aujourd’hui, nous avons le plaisir de vous annoncer que nous avons conclu un partenariat avec Pond5 qui vient renforcer l’offre vidéo Adobe Stock. Pond5 propose notamment une vaste collection de vidéos et animations provenant d’une communauté d’artistes internationaux. Elle s’articule autour de thèmes modernes et très prisés (lifestyle, divertissement, sport, cinéma et vidéos aériennes).
La demande de contenu vidéo est plus forte que jamais, avec plus d’un milliard d’heures de vidéos visionnées chaque jour rien que sur YouTube. Cisco prévoit que, d’ici 2020, la consommation de vidéos représentera près de 80 % du trafic Internet total. Les banques de vidéos permettent de répondre en grande partie à cette demande, avec des ressources utilisées dans des programmes télévisés, des publicités et même des longs métrages. L’équipe Adobe Stock s’est engagée à développer ses collections pour satisfaire les besoins du marché.
Grâce à notre partenariat, nous pourrons proposer une multitude de clips de grande qualité issus de la collection de Pond5. L’intégration native d’Adobe Stock dans nos applications Creative Cloud permettra à nos utilisateurs d’avoir directement accès à cette large gamme de vidéos et d’animations. De leur côté, les contributeurs de Pond5 pourront s’adresser à un marché de la création encore plus large.

 

Les nouvelles fonctionnalités vidéo Adobe Stock

Adobe
L’univers de la vidéo est en pleine mutation. Plus d’un milliard d’heures de vidéos sont visionnées chaque jour rien que sur YouTube et d’ici 2020, la consommation de vidéos devrait représenter près de 80 % du trafic Internet total. Les banques de vidéos permettent de répondre en grande partie à cette demande, leurs ressources étant notamment exploitées à la télévision, au cinéma et sur les écrans de veille des ordinateurs.
L’équipe Adobe Stock s’est engagée à offrir la meilleure place de marché qui soit aux créateurs et aux utilisateurs de contenus créatifs. Adobe Stock étant étroitement intégré aux applications Creative Cloud, les utilisateurs peuvent rechercher des ressources dans la collection, les prévisualiser, les modifier et en acquérir la licence directement depuis Premiere Pro CC, After Effects CC, Photoshop CC, etc. Notre programme Contributeurs donne, quant à lui, aux auteurs de contenu la possibilité de présenter et vendre leurs œuvres à des millions de créatifs, et de toucher les droits les plus élevés du secteur.

Nouveauté pour les clients : Pond5 pour Adobe Stock
Nous avons conclu un partenariat avec Pond5 pour élargir notre offre vidéo. Pond5 propose une vaste collection de vidéos et d’animations provenant d’une communauté d’artistes du monde entier. Grâce à ce partenariat, nous pourrons proposer une multitude de clips de grande qualité issus de la collection de Pond5, qui s’articulent autour de thèmes très prisés : lifestyle, divertissement, sport, cinéma, vidéos aériennes, etc.
Nouveautés pour les contributeurs Adobe Stock : chargement depuis Premiere Pro CC
En septembre dernier, nous avons annoncé l’intégration d’Adobe Stock dans Lightroom CC et Bridge CC, permettant aux contributeurs de soumettre leurs images à la vente sur Adobe Stock directement depuis ces applications. Aujourd’hui, grâce à la nouvelle fonction de soumission depuis Premiere Pro CC, nous mettons ce workflow bien pratique à la disposition des vidéastes.
Il suffit à présent aux vidéastes contributeurs de sélectionner Adobe Stock dans l’onglet  « Publier » de la boîte de dialogue « Réglages d’exportation » pour transférer leurs clips vers Adobe Stock, puis de finaliser le processus de soumission via le portail Contributeur.
Chargement de fichiers CSV
Autre fonctionnalité inédite visant à améliorer le processus de soumission des vidéos : le chargement de fichiers CSV. Il vous suffit de joindre un fichier CSV contenant les informations de balisage, comme les titres et les mots-clés, et nous ferons la mise en correspondance avec vos clips. Si le nombre de clips est supérieur à 500, nous offrons également un service de livraison postale. Pour plus de détails sur ce programme, cliquez ici.
En manque d’inspiration ? Lisez l’interview d’Helen Fields, vidéaste et contributrice Adobe Stock, et découvrez ses précieux conseils pour percer sur le marché des banques de vidéos.
Pour devenir contributeur vidéo, rendez-vous dès maintenant sur le portail Contributeur.
 

Creative Jam at the Adobe Digital Government Symposium 2017: Sign Up Now!

Adobe
Are you a DC-based graphic designer, VI specialist, multimedia engineer, illustrator or imaging enthusiast in the public sector who enjoys a competitive challenge in a fun, educational environment?
If so, sign up with a teammate for the Adobe Creative Jam, which is taking place at the 2017 Adobe Digital Government Symposium 2017 next Tuesday, May 2, 2017 in Washington, D.C.!
Team up with a colleague and compete against your fellow government agencies in an exciting 3-hour creative design challenge. Winners will receive:

An individual Creative Cloud membership,
A People’s Choice trophy, awarded by an audience of 900+ attendees, and
Bragging rights across the District for best design!

It’s an amazing opportunity to network, showcase your agency’s talent and earn an indisputable design accolade!
As part of the experience, you’ll receive a free, exclusive 60-minute intensive bootcamp on the latest Adobe Creative Cloud tools, and then be set loose on your design challenge!
Ready to sign up? Everything you need is right here.
See you at the Symposium!

The vision of the world’s best designers about creativity

Adobe
You want to know how some of the best designers in the world find their inspiration? Or what their thoughts are about creativity? We had the chance to ask them during the 10th anniversary of FITC in Amsterdam.
Creativity is best captured in some kind of visual loop. Luckily, our friends from Google invented such a thing, press here and you’ll be creative in the blink of an eye.
Gmunk 
“Creativity is about taking all the inspiration from the past and putting your own flavor to it. Inspiration has to be never ending. Nature inspires me, how plants grow inspires me.”

Mcbess
“I’m inspired by Dave Cooper, the painter. Creativity is about focusing on what you like and not trying to match something you’re not. Be yourself.”

Frederik Vanhoutte
“It is the community that is inspiring, we give feedback at each other. I like to inspire in person, to help them further on the path that I was taking.”

These designers take their inspiration out of different moments, like nature and other artists. For every person creativity means something else, with other inspirational sources and other prospects.
Do you want to see what other designers think? Take a look at YouTube and watch out for part two of this series in a blog and get inspired! 

After Effects CC (April 2017) In-Depth: Essential Graphics panel and Motion Graphics templates

Adobe
Earlier this month we released version 14.2 of After Effects CC, which added many often-requested features as well as an exciting new workflow for sharing motion graphics.
In this article, we’re sharing more detail about how the new Essential Graphics panel works, as well as Motion Graphics templates and how to share them and apply them in Premiere Pro.
Please, if you want to ask questions about these new and changed features, come on over to the After Effects Forums. That’s the best place for questions. Questions left in comments on a blog post are much harder to work with; the blog comment system just isn’t set up for conversations. If you’d like to submit feature requests or bug reports, you can do so at this page.

Essential Graphics panel

The new Essential Graphics panel in After Effects CC and Premiere Pro CC allows you to build controls for motion graphics and then share your composition as a Motion Graphics template via Creative Cloud Libraries, or as a local file. Create lower-third titles, brand identities, or other graphics, and share them with your team. Editors in Premiere Pro can easily change variables such as text, color, layout, or mood of the graphics without opening them in After Effects.
In After Effects, the Essential Graphics panel acts as a control panel for your composition. Drag and drop frequently-used properties into the panel for easy access without having to twirl into the layer parameters. When you share the composition as a Motion Graphics template, the controls you added to the Essential Graphics panel are accessible in Premiere Pro.
In Premiere Pro, you can browse and apply Motion Graphics templates in the Essential Graphics panel, and then control the properties you added to the template in After Effects. You can also author Motion Graphics templates in Premiere Pro by using the new text and shape tools.
A set of more than 70 professionally-designed Motion Graphics templates are pre-installed with Premiere Pro and After Effects. Premiere Pro includes Motion Graphics templates for credits, captions, lower thirds, and other onscreen titles and graphics. After Effects installs three additional packages of animated Motion Graphics templates that offer advanced customization features and a variety of design styles.
The Essential Graphics panel expands on the text templates introduced in previous versions of After Effects. As a result, options and menu commands related to text templates in After Effects have been removed.

Getting Started

There are three main tasks you perform in the Essential Graphics panel:

Author: In After Effects, choose a master composition, then drag properties from the Timeline panel into the Essential Graphics panel. You can rename the controls, add comments, and drag to reorder the items. If you like, you can stop here and simply use the Essential Graphics panel as a control panel for your composition.
Share: Click the Export Motion Graphics Template button to share your composition as a Motion Graphics template via Creative Cloud Libraries, or save it to your local drive as a Motion Graphics template (.mogrt) file. The Motion Graphics template contains all source files, such as video or images, that are used in the composition.
Apply: In Premiere Pro, click on the Browse tab in the Essential Graphics panel to view the Motion Graphics templates. Choose from Motion Graphics templates either in your Creative Cloud Libraries or on your local drive, then drag the Motion Graphics template into your sequence. You can also drag Motion Graphics templates directly from the Creative Cloud Libraries panel. To control the Motion Graphics template’s properties, select it in the sequence, then click on the Edit tab in the Essential Graphics panel. You can also control the Motion Graphics template’s properties in the Effect Controls panel.

Author in the Essential Graphics panel in After Effects

Open the Essential Graphics panel

Open the Essential Graphics panel from the Window menu > Essential Graphics.
A new workspace for working with the Essential Graphics panel in After Effects, also named Essential Graphics, is available from the workspace bar or the Window > Workspace menu.

Open and close compositions in the Essential Graphics panel

Do any of the following to open a composition in the Essential Graphics panel:

Choose Composition > Open in Essential Graphics to open the active composition.
Right-click on a composition in the Project panel and choose Open in Essential Graphics to open that composition.
Click on the Master menu in the Essential Graphics panel to open any composition in your project.

The Master menu lists all compositions in your project. Compositions that are open in the Essential Graphics panel are above a dividing line, and compositions that are not open in the Essential Graphics panel are below that line.
To show the current master composition in the Project panel, choose Reveal Master Composition in Project from the menu in the Essential Graphics panel tab.
To close a composition from the Essential Graphics panel, click the Master menu and choose Close (the name of your composition). Choose Close All to close all compositions from the Essential Graphics panel.

About master compositions and related properties

When a composition is open and active in the Essential Graphics panel, it is called the master composition.
You can add properties to the Essential Graphics panel from the master composition or any child composition in its hierarchy. These are considered related properties.
Properties from compositions that are not in the master composition’s hierarchy are considered unrelated. Properties that are linked by expressions to the master composition’s hierarchy, but are not in the master composition’s hierarchy themselves, are also considered unrelated.
If you add an unrelated property to the Essential Graphics panel, you will receive a warning. The control will be added but highlighted in red. The red highlight will disappear if you nest the unrelated property’s composition into the master composition or its hierarchy, which relates the property to the master composition.
Controls for unrelated properties will not have any effect when the composition is exported as a Motion Graphics template. Only compositions in the hierarchy of the master composition are included in the Motion Graphics template.
Before exporting a master composition as a Motion Graphics template, you should nest any compositions containing unrelated properties into the master composition’s hierarchy. This will avoid including controls that don’t do anything in the Motion Graphics template. If necessary, disable the video and/or audio switches for the nested composition layer.

Add controls to the Essential Graphics panel

To add a control, drag a supported property from the Timeline panel into the controls box in the Essential Graphics panel.
The Essential Graphics panel currently supports the following types of controls:

Checkbox
Color
Numerical Slider (i.e., a single-value numerical property, such as Transform > Opacity or the Slider Control expression control effect)
Source Text

You can add supported properties from any effect or any layer property group (transform, masks, material options, etc.) as long as it is one of the above types. You will receive a warning if you try to add a property that is not of a supported control type; the control will not be added.
The Solo Supported Properties button changes the view in the Timeline panel to show only supported properties in the master composition.

Customize controls

Controls are directly linked to their source properties. Changing the value of a control also changes the value of the property in the composition.
Controls can be renamed. Renaming controls will help clarify the purpose of the control, especially when used as a Motion Graphics template, which hides the underlying properties. For example, if your composition uses the Fill effect on a solid layer to set the background color, after you add the Fill effect’s Color property to the Essential Graphics panel you should rename the control to “Background Color”.
To rename a control, click into its name field or click and drag to highlight the current name, then edit the name.
To reveal a control’s source property in the Timeline panel, double-click on the control or right-click on it and choose Reveal in Timeline.

Add and customize comments

To add a comment, click the Add Comment button. Type your comment in the text field next to the comment name.
You can add as many comments as you want. Comments can be reordered along with the other controls. You can use them to leave notes, give instructions for how your Motion Graphics template works, or as dividers for different sections of the Motion Graphics template.
To rename a comment, click into its name field or click and drag to highlight the current name, then edit the name.

Reorder controls and comments

To reorder a control or comment, click and drag it up or down to change its position in the controls box.

Remove controls and comments

To remove a control or comment, select the control or comment, then press the Delete or Backspace key on the keyboard.

Using keyframes and expressions on controlled properties in Motion Graphics templates

When you are authoring Motion Graphics templates, be aware that there are differences in how properties with keyframes behave when you apply the Motion Graphics template in Premiere Pro.
When you export a Motion Graphics template from After Effects, keyframes will be ignored for properties that are controlled in the Essential Graphics panel. These properties will be changed to a static value. The default value will be the value of that property at the composition’s current time (the position of the Current-Time Indicator) when the Motion Graphics template is exported.
This is because the Essential Graphics panel does not allow you to create or modify keyframes on a property. Controls can only represent static values. Therefore, keyframes are ignored.
This does not affect properties with keyframes that are not controlled by the Essential Graphics panel. Those properties will animate as expected in the Motion Graphics template.
Properties with expressions are not affected, unless the expression evaluates keyframes on a property that is controlled in the Essential Graphics panel. In that case, the expression will fail to evaluate.
If you want to design a Motion Graphics template with properties that are both animated and controlled in the Essential Graphics panel, consider the following options:

Duplicate and split the layer into animated and static sections. Only control the properties on the static section.
Use expressions to drive the animation instead of keyframes. Control the expression via expression control effects (Slider, Checkbox, or Color), and add those properties to the Essential Graphics panel.

Share a Motion Graphics template in After Effects

Change the Motion Graphics template name

To change the name for the Motion Graphics template, type a new name in the Name field in the Essential Graphics panel.

Set the Motion Graphics template poster frame

To change the poster frame for a Motion Graphics template, move the Current-Time Indicator for the master composition to the desired frame, then click the Set Poster Frame button in the Essential Graphics panel.
The poster frame is used as the thumbnail for the Motion Graphics template in Creative Cloud Libraries and in the Essential Graphics panel in After Effects and Premiere Pro.

Export a Motion Graphics template to Creative Cloud Libraries

To export your composition as a Motion Graphics template to your Creative Cloud Libraries:

Click the Export Motion Graphics Template button in the Essential Graphics panel.
In the Export As Motion Graphics Template dialog, click on the Destination menu.
Choose the name of one of your libraries, which are listed below the dividing line after Local Drive.
Click OK.

If your project has been changed since it was saved or if it has never been saved, you will be prompted to save the project.

Export a Motion Graphics template to your local drive

To export your composition as a Motion Graphics template to your local drive:

Click the Export Motion Graphics Template button in the Essential Graphics panel.
In the Export As Motion Graphics Template dialog, click on the Destination menu.
Choose one of the following:

Essential Graphics: This local folder is the default location. Motion Graphics templates saved here automatically appear in the Essential Graphics panel in Premiere Pro.
Local Drive: Select this and then click the Browse button to choose any local directory.

Click OK.

If your project has been changed since it was saved or if it has never been saved, you will be prompted to save the project.

Apply a Motion Graphics template in Premiere Pro

Open the Essential Graphics panel

Open the Essential Graphics panel from the Window menu > Essential Graphics.
A new workspace for working with the Essential Graphics panel in Premiere Pro, named Graphics, is available from the workspace bar or the Window > Workspace menu.

Browse Motion Graphics templates

Click on the Browse tab in the Essential Graphics panel to browse Motion Graphics templates in your Creative Cloud Libraries or your local drive.
At the top of the Browse tab, click on the location menu to choose Motion Graphics templates from either your local Essential Graphics directory or your Libraries.
The Essential Graphics directory contains Motion Graphics templates on your local drive, including both your own custom Motion Graphics templates and a set of pre-installed, professionally-designed Motion Graphics templates. Premiere Pro includes Motion Graphics templates for credits, captions, lower thirds, and other onscreen titles and graphics. After Effects installs three additional packages of animated Motion Graphics templates with news, sports, and gaming themes.
You can also open a folder in the Essential Graphics directory from the Choose Folder menu. To add a folder to the Essential Graphics directory, click on the Add Folder button.
To organize your Motion Graphics templates, right-click on a Motion Graphics template and choose Move, Rename, or Delete.
To add a Motion Graphics template from a different directory on your local drive to the Essential Graphics directory, click the Install Motion Graphics Template button to the right of the location menu or choose Install Motion Graphics Template from the Graphics menu.

Add a Motion Graphics template to your sequence

You can add a Motion Graphics template to your sequence from either the Essential Graphics panel or the Libraries panel.
To add a Motion Graphics template from the Essential Graphics panel:

Open the Essential Graphics panel.
Click on the Browse tab.
Select the Motion Graphics template that you want to use and drag it into a video track in your sequence.

To add a Motion Graphics template from the Libraries panel:

Open the Libraries panel.
Choose the library that you want to select a Motion Graphics template from.
Select the Motion Graphics template that you want to use and drag it into a video track in your sequence.

When you add a Motion Graphics template to a sequence, Premiere Pro will display the Media Offline graphic until the Motion Graphics template completes loading.
If the Motion Graphics template you add requires a font that is not installed, the Resolve Fonts dialog will open.
Note that, by default, Motion Graphics templates are track items in Premiere Pro. They do not appear in the Project panel as project items (master clips). Assets the Motion Graphics template relies on to render, however, will be managed like other project media.

Control a Motion Graphics template

After you have added a Motion Graphics template to your sequence, you can control the properties of the Motion Graphics template in the Essential Graphics panel to modify its appearance.
To control a Motion Graphics template:

Select the Motion Graphics template in your sequence.
Open the Essential Graphics panel.
Click on the Edit tab.
Change the Motion Graphics template controls as desired.

The Motion Graphics template will update in real-time as you change the controls.

Use Premiere Pro Graphic Objects in After Effects

Text and shapes created with the new graphics tools in Premiere Pro can be brought into After Effects as editable text and shape layers by any of the following methods:

Copy and paste a Premiere Pro graphics clip from a sequence into a composition After Effects.
Import a Premiere Pro project into After Effects.
Use the Replace with After Effects Composition command on a graphics clip in Premiere Pro.

Premiere Pro graphics clips become a nested composition in After Effects which contain the text and shape layers.
The Shadow property of text and shape objects in Premiere Pro is not converted by After Effects, and will be missing. All other properties, including keyframes, will be converted into the After Effects composition.

Additional Information

To apply Motion Graphics templates authored by After Effects in Premiere Pro, you need to have After Effects installed on the same computer. If your Creative Cloud subscription does not include After Effects, it can be installed as a trial, and applying Motion Graphics templates will work in conjunction with your subscription for Premiere Pro. This will continue to work after the trial period for After Effects has expired.
Text template files (.aecap) saved by previous versions of After Effects (14.0 or 14.1) can still be used in Premiere Pro, however you can no longer export these files from After Effects. They are replaced by the new Motion Graphics template (.mogrt) files.
The Live Text template workflow between After Effects and Premiere Pro still works: when you import an After Effects composition into Premiere Pro, any unlocked text layers can be customized in the Effect Controls panel for the composition’s master clip project item. Note that, as in the previous release of After Effects (14.0 and 14.1), the Text Template option in Composition Settings has been removed; any composition can be a Live Text template.

더욱 강력해진 크리에이티브 비디오툴을 지금 만나보세요

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크리에이티브 클라우드를 사용하면 영상 제작, 공동 작업 및 비디오 워크플로우 간소화 등 작업 시작부터 마무리 단계에 이르는 모든 과정에서 강력한 기능을 활용할 수 있습니다. 지금 이용 가능한 최신 릴리스에서는 그래픽과 제목 삽입, 애니메이션 제작, 오디오 편집, 에셋 공유 등을 위한 새로운 기능을 제공하며 HDR, VR, 4K 등의 최신 비디오 포맷을 지원하고 어도비 스톡과의 통합과 어도비 센세이가 제공하는 고급 인공 지능(AI) 기능을 갖추고 있습니다.

더욱 강력해진 제작 기능 — 기본 그래픽(Essential Graphics) 및 기본 사운드(Essential Sound) 패널과 같은 혁신적인 신기능을 통해 보다 신속하게 아이디어를 생동감 있게 표현할 수 있습니다. 이제 작업 중인 타임라인에서 벗어나지 않고 프리미어 프로 편집 워크플로우에서 어도비 애플리케이션에 특화된 고급 기능을 사용할 수 있습니다. 또한 새로운 포스트 프로덕션 기능으로 성능에 맞춰 원하는 형식의 결과물을 전달할 수 있습니다.
원활한 공동 작업 — 공동 작업 과정을 간소화하면 크리에이티브 팀과 기업의 제작 환경의 생산성이 크게 향상됩니다. 프리미어 프로와 애프터 이펙트에 통합된 ‘팀 프로젝트(Team Projects, 베타)’를 사용하면 다이내믹 링크와 어도비 미디어 인코더에 대한 지원을 통해 개인적인 편집 작업처럼 공동 작업이 수월해집니다. 장소에 구애받지 않고 공유된 프로젝트를 열어 자신이 원하는 방식으로 공동 작업자와 함께 작업을 진행할 수 있습니다.
간소화된 워크플로우 — 어도비 프리미어 프로와 애프터 이펙트 또는 오디션 간의 향상된 통합 기능과 VR, HDR, UHD 미디어 등 다양한 기본 및 프록시 포맷 지원 덕분에 보다 효율적으로 작업할 수 있습니다. 기본적으로 내장된 어도비 스톡에 접속하여 콘텐츠를 판매할 수 있고 제작 툴을 벗어나지 않고 앱 내에서 바로 에셋을 미리 보거나 구매할 수 있습니다.
크리에이티브 클라우드 비디오 툴의 최신 업데이트:

모션 그래픽 템플릿 – 애프터 이펙트의 강력한 기능을 사용이 간편한 템플릿 형태로 프리미어 프로로 가져올 수 있으므로 제작자는 멋진 제목, 애니메이션 및 하단 텍스트를 비디오에 추가하고 모션 그래픽 템플릿을 직접 만들어 크리에이티브 클라우드 라이브러리를 통해 공유할 수 있습니다.
기본 사운드 패널 – 프리미어 프로와 오디션에서 제공되는 기본 사운드 패널을 사용하면 이전에 오디오 엔지니어의 전담 작업이었던 오디오 믹스 및 사운드 개선 작업을 직접 수행할 수 있습니다.
카메라 흔들기 디블러 – 애프터 이펙트의 카메라 흔들기 디블러를 사용하여 카메라 흔들림으로 인한 흐릿한 동작을 줄임으로써 사용이 불가능했던 영상을 복구할 수 있습니다.
캐릭터 애니메이터(베타) – 포토샵이나 일러스트레이터에서 만든 다양한 캐릭터에 애니메이션을 적용하고 새로운 걸음 주기로 전신 애니메이션을 만드는 등 신기술을 통해 라이브 애니메이션의 미래를 선도하고 있습니다.
팀 프로젝트 (베타)– 크리에이티브 클라우드 포 팀 또는 엔터프라이즈 멤버는 클라우드 기반의 협업 워크플로우를 통해 실시간으로 안전하게 공유 시퀀스와 컴포지션을 공동으로 작업할 수 있습니다.
다수의 서드파티 기능 통합 – 프리미어 프로에서 맥북 프로용 애플 터치 바 지원, 프리미어 프로의 타임라인에서 셔틀 컨트롤을 통한 새로운 마이크로소프트 서피스 다이얼 기능 지원, 부동 및 텍스트 값 변경 등의 통합 기능이 포함되어 있습니다.

프리미어 프로 및 미디어 인코더, 애프터 이펙트, 오디션, 캐릭터 애니메이터 및 어도비 스톡의 최신 릴리스에서 새로운 기능을 자세히 살펴보십시오.
본 블로그의 원문은 여기에서 확인할 수 있습니다.