arvato: Mit „Content first“ zu einer umfassenden Personalisierung


Adobe
„Content Marketing bleibt weiterhin heiß“, betont jetzt Amir Mirshahi, Executive Director Strategy & Consulting bei der Agentur TRACK mit Sitz in Hamburg und Berlin. Aber Produktion und Performance klafften hier noch weit auseinander, denn 20 Prozent aller erstellten Inhalte würden nicht gelesen. Und nur einer von fünf Marken gelinge es dann auch, in der Zielgruppe damit Engagement auszulösen.
Damit sich das ändere, komme es auf das Zusammenspiel von Content und Analytics an. Das helfe dabei, die Customer Journey besser zu verstehen und den online gewonnenen Erstkontakt zum Lead – also einer echten Verkaufschance – weiter zu entwickeln. Wie dieser Ansatz in der Praxis realisiert werden kann, zeigt Mirshahi am Beispiel der Bertelsmann-Tochter arvato, die in den letzten Jahren rasant gewachsen ist.
Neue Geschäftsfelder, neue Länder, ein unglaublich breites Service-Spektrum – diese Komplexität zeigt sich auch im digitalen Unternehmensauftritt. Zahlreiche Webseiten und digitale Kanäle haben bisher das gesamte Angebot erläutert, erleichterten den Kunden jedoch nicht unbedingt die Orientierung. TRACK hat deshalb für arvato eine neue Webseite unter arvato.com entwickelt – mit dem Anspruch, alle bestehenden Online-Auftritte unter einem Dach zu vereinen: inhaltlich, strukturell und technologisch.
„Zentrale Contentverwaltung, Identifikation von Customer Journeys, deren inhaltliche Begleitung und die Marketing-Automatisierung, die das ermöglicht, sind die neuen Aufgaben im Marketing der Zukunft“, beschreibt der Referent die Herausforderungen des Projekts. Und die sind nicht gering: Mit 70.000 Mitarbeitern weltweit bietet arvato ein großes Portfolio an globalen, aber auch an lokalen Lösungen und Services. Das internationale Wachstum findet vor allem in Märkten mit geringer Bekanntheit statt. Ein dezentrales Marketing für mehr als 40 Länder mit begrenzten Ressourcen stößt auf sehr heterogene Erwartungen der Zielgruppe – je nach Unternehmensgröße, Branche und Funktion.
Doch wie schafft man eine einfache Struktur, in der sich das Unternehmensprofil dem User direkt erschließt und in die sich gleichzeitig alle Bereiche und Länder angemessen einordnen lassen? Wie muss Content aufgebaut werden, damit er über Bereichs-, Länder- und Sprachgrenzen hinweg genutzt werden kann? Erklärtes Ziel des Projekts ist es, von hunderten von unterschiedlichen Kanälen zu EINER einzigen Plattform zu kommen.
TRACK hat sich in der Konzeption für einen „Customer centric, Content first“-Ansatz entschieden. Mit Hilfe von Adobe Experience Manager können Inhalte nun in Modulen zentral und dezentral angelegt und später angepasst werden. „Das langfristige Ziel ist eine komplette Dynamisierung der vorliegenden Inhalte sowie eine nutzerorientierte Personalisierung der Webseite“, so Mirshahi.
Denn gerade im B2B-Umfeld treffe man oft auf eine sehr heterogene Nutzerschaft. Ob Einkauf, Fachabteilung oder Unternehmensentscheider: Jeder navigiert anders, hat einen unterschiedlichen Wissenstand zu arvato bzw. befindet sich in einer anderen Nutzungssituation. „Die intuitive Navigation mit dem Kernelement des Navigators, der die modulare Konzeption und das Potential von Experience Manager voll ausnutzt, schafft schnell relevante Ergebnisse“, berichtet der Referent. Ein besonderes Highlight: Mit einer intelligenten und neuen Art der Suche werden nicht wie gewöhnlich Seiten als Treffer ausgegeben, sondern die Inhalte selbst – und zwar auf jedem Endgerät und in Echtzeit.
In nur sieben Monaten ist so eine globale Unternehmensdestination entstanden, die arvato für den Besucher völlig neu erleben lässt und die Marke modern und technologisch innovativ umsetzt. Der semantische Content kann modular und zentral produziert werden und lässt sich global für die einzelnen Märkte adaptieren. „Die modulare und facettierte Suche über alle Inhalte ist der Einstieg in die voll individualisierte Customer Experience“, ist Amir Mirshahi überzeugt.
Amir Mirshahi: „Content Marketing bleibt weiterhin heiß.“
 

Extended Licenses now available on Adobe Stock


Adobe
Today, Adobe Stock introduces extended licenses to its product offering. Extended licenses will be available to purchase for all images (photos, vectors and illustrations), on demand for $79.99.
Extended licenses give you all the same rights as a standard license (royalty-free, no file restrictions in terms of deadlines or expiration dates, and no geographical restrictions) with the addition that it allows you to extend the print run of creative files more than 500,000 times.
Extended licenses also allow you to use the image file to create products or services that are intended for re-sale or distribution. This usage includes postcards, calendars, posters, t-shirts, print and presentation templates.
Simply select either ‘standard’ or ‘extended’ from the drop down menu and the designated license will be synced to your Creative Cloud libraries, getting you ready to start work in all your favorite CC desktop applications!

You can download the full list of licensing terms here.

Adobe DITA Webinars with Bernard Aschwanden in March 2016


Adobe

March and April 2016 become Know-How-packed! In addition the three webinars with Tom Aldous in March, Bernard Aschwanden, founder of Publishing Smarter, President and Associate Fellow of the Society for Technical Communication (STC) and Professor at the Seneca College of Applied Arts & Technology (Toronto, Canada) will share his deep and wide specialist knowledge and experience in five webinars in March and April 2016.

March 8: Setting up a Corporate Template for DITA with FrameMaker 2015
March 15: Creating your First DITA Maps and Topics with FrameMaker 2015
March 24: FrameMaker XML Author: The Content Contributors Toolkit
March 31: Migrating to XML with FrameMaker Conversion Tables
April 12: Enhanced Paragraph Autonumberings with FrameMaker 2015

In these webinars we will explain how to create compelling templates for DITA Authoring, guide you through the first steps in creating DITA topics and DITA maps with FrameMaker, shade light on FrameMaker XML Author for teams and show how easy it is to migrate unstructured FrameMaker documents to DITA with FrameMaker’s build in conversion tables. In the last webinar we will dive deeper into the fascinating world of extended auto-numberings in FrameMaker and learn that you can do much more than just create simple 1, 2, 3 ordered lists.
Register for these webinars and get a full load of DITA and FrameMaker knowledge!

Setting up a Corporate Template for DITA with FrameMaker 2015
 

Webinar Date:
Tuesday, March 8, 2016

Webinar Time:
11 am PST / 2 pm EST / 8 pm CET

Registration Link:

https://2016-03-08-dita.meetus.adobeevents.com

Registration Fee:

ZERO!

FrameMaker (2015 release) uses several templates for DITA including ones for topics, concepts, references, tasks, maps, and even when publishing. Learn where these templates are stored and how to configure them. See tips and tricks to updating the default templates to more closely match existing company templates, or even replace them with your own styles. Adjust the EDD as needed to further refine the appearance of output. This session explores the default templates and ideas can be recreated using your own templates.

Creating your First DITA Maps and Topics with FrameMaker 2015
 

Webinar Date:
Tuesday, March 15, 2016

Webinar Time:
11 am PST / 2 pm EST / 8 pm CET

Registration Link:

https://2016-03-08-dita.meetus.adobeevents.com/

Registration Fee:

ZERO!

FrameMaker (2015 release) comes with a wide range of publishing options. And they also work perfectly with DITA.
This webinar is all about creating DITA maps and DITA topics with Adobe FrameMaker (2015 release). You will learn how easy it is to create DITA maps and topics (including tasks, concepts, and references). Using templates that are provided with FrameMaker (or the custom templates from the previous session) you can quickly develop content that is compliant with the DITA specification. Content can be published through maps to format rich output quickly and professionally.

FrameMaker XML Author: The Content Contributors Toolkit
 

Webinar Date:
Thursday, March 24, 2016

Webinar Time:
11 am PST / 2 pm EST / 8 pm CET

Registration Link:

https://2016-03-24-dita.meetus.adobeevents.com

Registration Fee:

ZERO!

Adobe FrameMaker XML Author (2015 release) enables both authors and subject matter experts to easily contribute DITA compliant content without knowing XML. An intuitive UI, multiple views, MathML equation support, and new DITA 1.3 support make it easier than ever before to get all content contributors in an enterprise on board for DITA while keeping the budget low.
In this webinar, Bernard Aschwanden will show how to author DITA compliant content as a subject matter expert in several ways with FrameMaker XML Author (2015 release). Workflows can include pure XML, or working in a guided author environment.
In this webinar you will learn how to configure your work environment as an author and create content such as DITA topics (tasks, concepts, references) using a simple to follow workflow.

Migrating to XML with FrameMaker Conversion Tables
 

Webinar Date:
Tuesday, March 31, 2016

Webinar Time:
11 am PST / 2 pm EST / 8 pm CET

Registration Link:

https://2016-03-31-dita.meetus.adobeevents.com/

Registration Fee:

ZERO!

Converting content from unstructured to structured FrameMaker means using tools like an EDD and a conversion table as well as a structured template.
Using basic examples to get you started, this session takes simple files with content such as character tags and paragraph tags, as well as images and tables, and shows you how to convert your unstructured content into a structured file using a conversion table. Samples are easy to recreate, but complex and powerful in functionality.
Unstructured FrameMaker to structured content, and all with an eye on XML: Learn how – in less than an hour!

Enhanced Paragraph Autonumberings with FrameMaker 2015
 

Webinar Date:
Tuesday, April 12

Webinar Time:
11 am PST / 2 pm EST / 8 pm CET

Registration Link:

https://meetus.adobeevents.com/

Registration Fee:

ZERO!

FrameMaker has a powerful numbering system that allows books to help drive the numbering of chapters, sections, figures, tables, and other content. Add to that support for complex numbering for things like procedures and you have some serious planning to do.
In this webinar you will learn to develop a numbering system, apply it to templates, test it, and develop books with complete numbering. We cover not only the 1-2-3s, but the A-B-Cs, and much more!

About the Presenter

Bernard Aschwanden solves problems and helps companies generate more revenue. He guides clients through the best processes to create, manage, and deliver content. Once delivered, he helps socialize the message, understand and act on feedback, and improve the process and workflow.
He is the founder of Publishing Smarter, an Associate Fellow of the Society for Technical Communication (STC), and STC President. Bernard has helped hundreds of companies implement successful solutions. He is focused on publishing better, publishing faster, and publishing smarter.

On the Ground and Live From SXSW Interactive – Join Us!


Adobe
We’re thrilled to announce that Adobe is hosting Creative Camp at SXSW Interactive 2016 in Austin, TX! SXSW Interactive features five days of panels and sessions from some of the most innovative minds in technology, exciting networking events and a great lineup of programs highlighting the best new websites, video games and ideas across the community.
Team Adobe will be on the ground at SXSW Interactive with nine in-person sessions you won’t want to miss. From developing efficient workflows to highlighting the future of video, Adobe Creative Camp is jam packed with content to pique the interest of any creative. Don’t miss the excitement on Friday, March 11th and Saturday, March 12th in Salon E at JW Marriott in Austin.
Unable to attend the event in person? Not to worry! You can still follow along and livestream select sessions from Creative Camp on our Adobe Twitch channel. Each hour long session will be followed by a 30 minute Q&A giving you, the viewer, a chance to ask your question from anywhere in the world. See below for livestream details and click here to register for reminders – we hope you join us!

Talin Wadsworth: Designing for the Real World
Friday, March 11th | 11:00­am – 12:00pm CT
We’ve all had the experience of having designed the perfect comp, only to have everything fall apart in the development process. The pain point of managing the content in our designs needs to be addressed if we want to insure we end up with the best user experience in our apps and websites.
Join Talin Wadsworth as he gives you a behind-the-scenes look at the development of Project Comet and discusses what happens to UX and product design when our tools are as dynamic and flexible as the problems we’re trying to solve.
Becky Simpson: Celebrate the Process of Getting Things Done!
Friday, March 11th | 12:30pm – 1:30pm CT
We’re currently living in a world where we’re forced to curate our lives while learning to balance our work and personal time. With all of these distractions and opportunities, how can we force ourselves to stay focused?
Becky Simpson is an illustrator, graphic designer and author based out of Austin Texas. In this session, Becky shares lessons that anyone can use to prioritize focus, hunker down and get started creating.

Paul Trani: Six Things Every Designer Should Know Now
Saturday, March 12th | 11:00am – 12:00pm CT
Ever stumble across a Photoshop tip you wish you had known years ago, or wonder how to collaborate better with other designers? Oftentimes we get caught up with deadlines and priorities that we don’t take the time to learn new skills to optimize workflow.
Paul Trani will highlight top tips and tools that any designer can use to be more productive. The session will cover overall design, HTML, CSS and images, and the Adobe Creative Cloud products like Photoshop.
Sonja Hernandez: Creating Lasting Branding Systems
Saturday, March 12th | 12:30pm – 1:30pm CT
Imagine the challenge of designing a branding system for over 100 products that target different customers and are distributed in different ways. How do you create such a unique visual language that grows as new products are introduced, yet feels relevant year after year?
Sonja Hernandez, Sr Experience Designer at Adobe, will address these challenges while looking at the history and evolution of the Adobe branding system. Sonja will discuss the challenges and difficulties of moving from boxed software to a subscription-based product.

Career Confessions: David Quevedo’s “Winding Road”


Adobe

In our third installment of this series in which employees share insights, advice and lessons learned, we continue to explore the sometimes winding roads that lead to rewarding careers.
David Quevedo, senior director, Global Employee Resource Center (ERC), definitely came into the field of human resources via a nontraditional route.
“I thought I wanted to be a CPA, so I studied accounting and finance,” he explained.
But after seven years in finance, David made the leap to human resources, where he has developed a successful, satisfying career.
“In Finance and Accounting, a lot revolves around the month-end close, but I wanted more interaction with people,” David said.
He became interested in the field from his involvement with a number of activities, including employee network groups. While at previous employers, David served as a mentor to Hispanic employees. At Adobe, he has played a key role in the creation of the company’s new Hispanic & Latino Employee Network.
“Network groups can be a great resource,” he noted. “A forum in which people feel connected and building community makes them more productive and engaged.”
Supporting Adobe’s Success
David’s career path has taken him from one with a focus on numbers to one in which it’s all about people. It has also taught him some essential lessons.
“I’ve learned to accept that things won’t always be perfect—and that mistakes aren’t necessarily a bad thing, as long as you learn from them,” he said. “In fact, being vulnerable and sharing mistakes with your team makes you more approachable.”
Of course, approachability is key in his current position. The Global ERC, which David leads, handles 4,000 to 5,000 inquiries every month and provides proactive support—coaching and guiding managers and employees, sometimes through very sensitive situations.
“Every ERC interaction is an opportunity to improve employees’ productivity and engagement,” David explained. “The quicker we can guide people to the right resource and aid in resolving their issues, the quicker they can get back to helping Adobe win in the marketplace.”
“The legacy I’d like to leave here is to have assisted in transforming the ERC into a world-class organization that employees value and that helps them—and Adobe—become even more successful,” he added.
Watch a two‐minute video of David sharing more insights, including how taking a job that no one else wanted led to new opportunities.

Want to watch more Career Confessions? Check out other stories on our YouTube channel.

7 Key Digital Marketing Trends in South East Asia in 2015


Adobe
According to Chinese astrological tradition, the sign of the monkey is supposed to be intelligent, quick-witted, clever, ambitious and adventurous. In my experience of driving digital transformation across organizations in Southeast Asia, I increasingly feel that the region is similar in persona to a monkey in the Chinese zodiac. If you’re a close observer of this region, Southeast Asia has very much been mobile and mobile app first, thus partially conquering the challenge of monetizing one of the largest social populations of quick adopters with the lowest ARPU (average revenue per user). Nonetheless, data and being smart about using data will still go a long way in being able to resolve problems and continuing to conquer the challenges posed by this unique market.
Before I look into the crystal ball and start suggesting you should be intelligent, clever and adventurous as an ace digital marketer in 2016, I want to draw your attention to certain key trends that we saw in 2015.
1. Tag Management Finally Got Its Due

Organizations finally started to get their data layers and their data layer strategy in place. If you are late to the game and want a head start, refer to my previous article which talks through the why and what of tag management. It’s still relevant, though one big change that has happened in the tag management industry is how tag management is now not a core business model for anyone. It’s a data war where every tag management system wants to be the central data hub, or provide attribution, or even be a seller or buyer of data. Be careful in evaluating what tags you are putting on your site and what data they are capturing, and where that data is being used and how. My favorite story of 2015 is when I asked the Chief Digital Officer (CDO) of an airline in South East Asia how many tags he had on his site and he said 5, only to be shocked when I showed him 28 tags firing off his homepage (thanks Ghostery). Resources exist for tagging up, but no one has money to remove tags. Massive digital nightmare, and a potential privacy/legal issue.
2. Testing the waters with testing
With a solid analytics foundation, any business that wants to impact ROI needs to get started with testing. While testing is nothing new, Southeast Asia finally saw its e-tailers and banks getting started with simple test strategies, mostly focused on re-targeting segments. Even telecom companies are waking up to the massive data sets they are sitting on, with little or no value being realized right now. With innovation in tech and easy-to-use front end test set ups now available, the biggest hurdle to getting started in testing is actually a people issue and not a tool issue. Organizations fail to realize that for a successful test strategy, you  need to include user experience, product, marketing and analysts, with a clear owner. My argument has always been where analytics costs you money, testing and targeting makes you money. And if that is the strategy you adopt, you should be able to get the teams to contribute. Having testing KPI’s tied as soft KPI’s to individual performances usually serves as a great accelerator to get started.
AB Test>Multivariate Tests>Rules-Based Targeting>Testing Analytics powered Segments>Automated Algorithmic Testing – usually forms a basic framework you can get started with and realize value over time.
3. Data management platforms – what are they?
I spent quite a bit of time evangelizing data management platforms last year, and while it’s not a new technology trend globally, it was the hot new tech in 2015 in marketing technology across South East Asia. Mobile programmatic also emerged in 2015 and agencies moved ad spends to mobile, now that programmatically more mobile inventory was available. With data sellers arriving in a big way from Eyeota and Axciom to ADARA, marketers woke up to the value of their data, and now wanted a data management platform to be able to leverage the value of their first-party data and activate audiences across the programmatic landscape.
While third-party data is great, it offers no competitive advantage, and the big trend within data management platforms was second-party data or data co-op between advertisers and publishers, or just advertisers.
Merging cross device data and building a device graph were big reasons I heard from users wanting a data management platform. The most interesting argument I heard was from a mobile programmatic vendor, who was offering probabilistic match data as a free add-on to convince potential advertisers to move ad spend to mobile.
4. Attribution was everywhere, although more as a buzzword

Continuing from 2014, attribution was a need rather than a nice-to-have in 2015. But the predominant business case for attribution was budget approvals, as turf wars between display, social and search teams continued, rather than mid campaign optimization. In 2016 smart marketers will use attribution they now have in place to make mid campaign tactical changes rather than a quarterly or six monthly review of ad spends by channel and campaign.
Another important thing to understand is that attribution is not media mix modelling and currently attribution is seen as a way to build media plans, which is not the ultimate use case for it. A simple way to think about this is – media mix modelling involves analyzing more factors including financial, seasonal, demographic, among others, to plan for media spend and to look into the future, whereas attribution looks back at campaign spend to make tactical changes to the campaign spread to improve ROI.
5. Big data versus smart data
Big data as a buzzword died slowly as people understood the word better, and realized it was nothing new. Customers started questioning volume, velocity, variety and veracity and the need to invest millions of dollars in hardware and software waiting for the ROI, and started looking at analytics as a service to help solve business problems. The need expressed was smart data rather than big data as business wants questions answered and problems solved rather than training academicians and statisticians to store, refine and analyze data. Rather than determining models and data cleansing, customers want cloud technology to apply the right models at the right stage and solve business challenges for them. Start thinking about what you want to do with data in solving business problems rather than just collecting it.
6. Tag that App
Continuing the trend we saw when mobile surged ahead of desktop use in South East Asia, business started to realize the value of investing in analytics on apps to look for insights beyond the basic health metrics of launches, crashes, operating systems and devices. Now,we’re looking  at usage, cohort analysis, geo location, testing and even targeting. The Make>Measure>Monetize>Optimize cycle got applied to mobile apps, and the next stage here is cross device deterministic match for logged in users, and figuring out a probabilistic match for non logged in users to understand usage behavior across channels, and then being in a position to optimize the user behavior across both channels. Attribution was a key challenge where marketers want to invest in mobile, but have a hard time communicating the value of mobile in today’s complex cross channel journeys.
7. Testing deployments

There is an old tech adage of GIGO (garbage in garbage out) and it applies well to analytics deployments. A leading retailer had product views being fired on every product recommendation as well, which was skewing data and leading to an incorrect count of product popularity. Imagine the impact of that on recommendations, inventory management and algorithms chewing out incorrect predictions. Test every analytics deployment, and test every deployment even if analytics wasn’t altered. Integrate analytics testing into application testing. Validation of tags as a process is important, and sometimes critical.
 
Digital marketing maturity is arriving right now in Southeast Asia, and as I learnt last year, there are pockets of innovation that are making some marketers leave the other struggling in their wake.  As I said to a visitor from the US who was generalizing Southeast Asia as not a very mature market –  its not the maturity of the markets but the maturity of the marketers that is important.

애니메이트 CC 공식 출시!

Adobe

어도비 애니메이트 CC(Adobe Animate CC)가 공식 출시되었습니다.
지난해 말 어도비는 플래시 프로페셔널이 어도비 애니메이트 CC로 새롭게 태어난다고 예고한 바 있습니다. 어도비 애니메이트 CC는 플래시 프로페셔널에서 이름만 바뀐 것이 아니라 웹을 넘어 전 플랫폼을 아우르는 애니메이션 제작 도구로 거듭났습니다. 기존 플래시 프로페셔널에서 볼 수 없던 새 기능이 대거 추가됐으며, 이는 역대 최대 규모의 업데이트 중 하나입니다. 이번 릴리스의 새로운 기능과 향상된 기능이 명시된 전체 목록을 직접 확인해 보시기 바랍니다. 이러한 기능 중 대부분은 지난 블로그 게시물에서 다루었지만 새로운 기능 중 몇 가지만 간단히 소개합니다.
• HTML5 캔버스 문서를 위한 타입킷(Typekit) 통합
• 신속한 로딩이 필요한 광고 또는 고해상도를 필요로 하는 웹 사이트를 최적화할 수 있는 스프라이트시트(spritesheet) 제작 설정
• 모든 코드 편집기에서 원하는 대로 변경할 수 있는 HTML5 캔버스 템플릿 지원(예: 더블클릭(Doubleclick) 또는 AOL 추적 스크립트 추가 가능)

지금 애니메이트 CC를 다운로드하여 사용해 보시고 여러분의 의견을 말씀해 주십시오. 즐거운 애니메이션 작업이 되길 바랍니다!

어도비 스톡, 4K 비디오 에셋 10만 개 추가

Adobe

지속적으로 확장되고 있는 어도비 스톡(Adobe Stock)의 콘텐츠 컬렉션에 10만개 이상의 네이티브 4K 비디오 에셋이 새롭게 추가되었습니다. 이 컬렉션에는 100만 개 이상의 비디오 에셋, 4500만 개 이상의 이미지와 그래픽이 이미 포함되어 있습니다.

4K는 비디오 콘텐츠 제작에 새로운 표준으로 자리매김하고 있으며 초고화질(UHD) 콘텐츠에 대한 수요도 급증하고 있습니다. 4K 콘텐츠는 HD에 비해 훨씬 정교하고 뚜렷한 영상을 구현하므로 정밀한 포스트 프로덕션 단계에서 다양한 편집 작업이 가능합니다. HD, 2K 등 낮은 해상도로 최종 영상을 출력하더라도 4K 영상의 화질 훼손 없이 자르기(crop), 리프레임(reframe), 패닝(panning) 작업을 비롯해 다양한 카메라 움직임과 효과를 적용할 수 있습니다.
어도비 스톡에 추가된 4K 콘텐츠는 4K로 촬영되었거나 촬영 후 컴퓨터에서 4K로 렌더링한 네이티브 콘텐츠로, 매트(matte)를 만들거나 컴포지션(composition)을 적용할 때 보다 정교하게 작업할 수 있습니다.

어도비 스톡 비디오 콘텐츠는 어도비 스톡 사이트에서 라이선스를 받은 뒤 사용하거나 프리미어 프로 CC(Premiere Pro CC) 및 애프터 이펙트 CC(After Effects CC)의 크리에이티브 클라우드 라이브러리(Creative Cloud Libraries) 패널에서 직접 검색한 후 원하는 에셋을 구매한 다음 드래그 앤 드롭 방식으로 작업 중인 프로젝트에 추가해 바로 사용할 수 있습니다. 어도비 스톡은 비디오, 광고, TV 프로그램 및 웹 사이트 등 기업용 또는 상업용 영상에 필요한 다양한 비디오 클립을 제공합니다.
 

LINE 스티커 만들기


Adobe

Line 스티커 만들기 워크플로우

1단계
Capture CC에서 손으로 그린 일러스트레이션 캡처
Adobe Capture CC를 사용하면 선이나 사진의 윤곽을 자동으로 감지하여 벡터로 변환할 수 있습니다. Capture를 실행하고 로그인한 다음 SHAPES를 누릅니다(처음 실행한 경우). + 기호를 누르면 카메라 상태로 전환됩니다.
손으로 그린 일러스트레이션에 카메라를 향하면 연두색 라인으로 윤곽을 감지하는 것을 알 수 있습니다. 여기에서 캡처 작업이 로고의 완성도를 좌우하므로 다음의 3가지 포인트에 주의하면서 캡처 작업을 진행합니다.
깔끔한 캡처를 위한 포인트

포인트 1: 용지와 펜의 색상
테두리와 종이의 색상도 인식하므로 종이 색상은 흰색, 펜은 검은색으로 명확하게 선이 표시되도록 합니다.
포인트 2: 카메라의 위치
일러스트레이션 바로 위에서 카메라로 촬영하여 모양이 일그러지는 것을 방지합니다.
포인트 3: 밝기
선명하게 윤곽을 감지하려면 될 수 있으면 밝은 곳에서 촬영합니다.

일러스트레이션에 맞추기
화면에서 연두색으로 되어 있는 곳이 추적되는 부분입니다. 화면 하단의 슬라이더를 좌우로 움직여 추적의 정확도를 조정할 수 있습니다. 채워진 영역을 확인하면서 조정합니다.
추적의 정확도 조정 및 캡처 이미지 확정
사용할 이미지 상태가 되면 화면 하단 중앙에 있는 캡처 버튼을 누릅니다.
일러스트레이션에 포함된 불필요한 요소 제거
불필요한 부분까지 채워졌다면 그 부분을 손가락으로 문질러 제외시킵니다. 색이 옅어진 부분은 추적 대상에서 제외됩니다. 실수로 필요한 부분까지 하얗게 되어 버렸다면 하단의 버튼을 전환하여 조정합니다.
다른 이름으로 저장
세세한 부분은 이후 Illustrator에서도 수정 가능하므로 어느 정도 윤곽이 결정되면 다른 이름으로 저장합니다.

LINE 스티커를 신청하려면 총 42개의 이미지(1개의 메인 이미지, 40개의 스티커 이미지, 1개의 대화방 탭 이미지)가 필요하므로 비슷한 작업을 반복합니다.
여기까지 1단계에 해당하는 일러스트레이션 캡처 작업입니다.
2단계
Illustrator CC에서 작업
Illustrator는 일러스트레이션을 만들고 편집하는 데 적합한 애플리케이션입니다. 2단계에서는 캡처한 일러스트레이션을 Illustrator에 배치하고 색칠한 후 LINE 스티커 신청을 위해 필요한 이미지 형식(PNG)으로 저장하는 작업을 진행합니다.
일러스트레이션 배치 및 위치와 크기 조정
사각형 영역의 경우 대지에서 반복적으로 스티커를 배치합니다.
※ 이후 색상 작업을 간편하게 할 수 있도록 배경을 회색으로 합니다.
다음은 Capture CC에서 저장한 일러스트레이션을 Illustrator에 배치합니다. 화면 상단의 윈도우 메뉴에서 라이브러리를 선택하고 패널을 확인하면 방금 Capture에서 가져온 일러스트레이션이 표시되어 있습니다.(네트워크 환경에 따라 일러스트레이션이 로드될 때까지 약간의 시간이 걸릴 수 있습니다.)

구조 설명
Capture CC에서 캡처한 일러스트레이션은 Creative Cloud에 저장됩니다. 데스크탑 앱의 라이브러리 패널을 통해 해당 에셋을 검색하여 이용할 수 있습니다. Creative Cloud 라이브러리는 모바일 앱과 데스크탑 앱에서 사용하는 “자신의 에셋”을 네트워크를 통해 추가, 검색 및 관리할 수 있는 Creative Cloud 서비스입니다. ※ 모바일 앱과 데스크탑 앱에서 동일한 Adobe ID로 로그인해야 동기화됩니다.
라이브러리 패널에서 일러스트레이션을 드래그하여 놓는 방식으로 일러스트레이션을 배치하고 위치와 크기를 조정합니다.
배치 후 일러스트레이션은 선택된 상태입니다. 모서리 부분을 포인터로 드래그하여 크기를 조정할 수 있습니다. 이때 Shift 키를 누른 채로 드래그하면 종횡비를 고정한 상태에서 확대/축소할 수 있습니다.
다음으로 이동하여 하나의 대지에 배치합니다.(이동 시 일러스트레이션이 사각형 중앙에 배치되도록 포인트를 맞춥니다.) 대지 내부의 가이드에서 벗어나지 않도록 크기를 조정합니다. 하나 배치 후 이 작업을 반복 수행합니다.
페인트
일러스트레이션의 배치가 모두 완료되면 색상을 적용합니다. 라이브 페인트 도구를 사용하면 색상을 채울 수 있습니다.

일러스트레이션을 선택한 상태에서 라이브 페인트 통으로 칠하고자 하는 색상을 선택합니다. 화면 상단의 컨트롤 패널에서 견본 패널을 클릭하여 색상을 선택하고 일러스트레이션을 클릭하면 색상이 채워집니다.
※ Capture에서 캡처한 이미지는 선으로 이루어져 있고(선 이외의 영역은 투명한 상태) 샘플 일러스트레이션은 흰색의 이미지이지만 일러스트레이션 내 영역을 흰색으로 페인트할 필요가 있습니다.

 
 
 
 
 
 
 
일러스트레이션에 틈이 있는 경우
일러스트레이션에 틈이 있으면 색상이 채워지지 않거나 주변 영역까지 넘치는 경우가 있습니다. 틈새를 자동으로 감지하고 페인트가 틈새로 흘러 나오지 않도록 닫을 수 있습니다.
일러스트레이션을 선택한 상태에서 메뉴에서 오브젝트 > 라이브 페인트 > 만들기를 선택한 후 오브젝트 > 라이브 페인트 > 간격 옵션을 선택하면 간격 옵션 대화 상자가 열립니다.
간격 감지를 체크하면 선이 닫혀 있지 않아도 색칠할 수 있도록 합니다. 어느 정도의 틈새를 감지할 것인지 설정하면 감지된 틈새가 빨간색으로 강조 표시되는 것을 알 수 있습니다. 패스로 간격 메우기를 선택하고 확인 버튼을 눌러 설정을 완료합니다. 다시 라이브 페인트 통으로 색을 칠합니다.

내보내기
마지막 단계로 LINE Creators Market에 신청하기 위한 파일 형식(PNG)으로 내보냅니다. 먼저 윈도우 메뉴에서 레이어를 선택하여 레이어 패널을 엽니다. guide 레이어의 눈 아이콘을 클릭하여 숨깁니다.
※ guide 레이어에는 내보낼 때 불필요한 요소가 포함되어 있으므로 반드시 숨기시기 바랍니다.

그런 다음 파일 메뉴에서 내보내기를 클릭하고 저장할 위치를 선택합니다. 포맷을 PNG로 설정하고 대지 사용과 모두를 선택한 다음 내보내기를 클릭합니다. PNG 옵션 대화 상자에서 해상도가 스크린(72ppi)가 선택되어 있고 미리보기에서 배경색이 투명으로 선택되어 있는지 확인한 후 확인을 클릭하면 대지별로 42개의 PNG 파일이 한 번에 내보내집니다.

3단계
LINE Creators Market에 신청
LINE Creators Market에서 계정을 만들고 신청합니다.
※ 등록에서 판매까지의 흐름을 확인하려면 여기를 클릭하십시오.
 
Line 스티커 만들기 준비물
■손으로 그린 일러스트레이션
LINE Creators Market 제작 가이드라인 참조
■ Adobe Capture CC(모바일 앱)
iPhone 및 iPad 버전 다운로드/Android 버전 다운로드
■ Adobe Illustrator CC
구입/무료 시험버전 다운로드
■ Illustrator 템플릿 파일(ZIP, 509KB)
템플릿 파일 다운로드

Razorshop 2.0 – die “Next Store Generation”


Adobe
Offline plus Online: Schon bei seinem ersten Deutschland-Auftritt auf der dmexco 2015 konnte der Razorshop das Fachpublikum begeistern. Am 25. und 26. Februar 2016 feiert nun die nächste Generation der digitalen Store-Umgebung ihre Premiere: Auf dem Online Marketing Rockstars Festival präsentiert Razorfish, die international führende Digitalagentur auf dem Gebiet der Business Transformation, den Razorshop 2.0 auf Basis der neuen Titan-Infrastruktur. Mit der neuen technischen Plattform können ganz flexibel individuelle Szenarien für unterschiedliche Branchen dargestellt werden.
Wie das erste Setup ist auch die zweite Version des Razorshops ein Prototyp, der mit dem Ziel entwickelte wurde, Technologie im physischen Raum erleb- und anfassbar zu machen. Im Rahmen der Store-Lösung aus dem Hause Razorfish werden Verkaufsumgebungen wie z.B. Einkaufsläden aber auch Restaurants, Auto- und Möbelhäuser um die Vorzüge der digitalen Welt ergänzt und dadurch aufgewertet. Die Einbindung der Technologien erfolgt dabei so nahtlos, dass sich der Raum für den Nutzer nicht wie eine Installation sondern völlig selbstverständlich anfühlt. So sind z.B. sämtliche Bildschirme der Shop-Umgebung touchfähig, so dass der Nutzer direkt mit ihnen interagieren kann.

Gleichzeitig gelangt die digitale Transformation physischer Räume mit der Entwicklung des Razorshop 2.0 zur Serienreife. Denn sowohl hinsichtlich der Content-Pflege der IT-Schnittstellen als auch aller sonstigen Prozesse ist diese Lösung direkt einsetzbar, um Kunden ein unvergessliches Einkaufserlebnis zu ermöglichen. In sehr großflächigen Verkaufsräumen wie Baumärkten kann der Razorshop z.B. für eine optimierte Navigation sorgen, indem er den Kunden direkt zu dem Produkt führt, welches er zuvor im Internet ausgesucht hat. In der Shopping Mall kann er Kunden per Suchfunktion dabei unterstützen, ein spezielles Produkt zu finden „Wo gibt es gelbe Socken?“ und vieles mehr.
Voraussichtlich im Sommer 2016 wird in Deutschland das erste Projekt für eine internationale Optiker-Kette auf Basis der Razorshop-Umgebung ausgerollt.
Der Razorshop 2.0 wird am 25. und 26. Februar auf dem Online Marketing Rockstars Festival präsentiert. Razorfish und Adobe laden zu exklusiven Demo-Sessions auf dem Premium Stand von Adobe in Halle A3/P2 ein. Anmeldungen dafür sind ab sofort möglich unter piontek@forvision.de.