INTRODUCTION

A person has started an institute to train people in IT technologies. This person knows how to
train people as per corporate requirements, and candidate requirements. He has abilities to
provide a documentation of topics for future reference, and he was sun certified from oracle
along with corporate top mnc’s certified person. Only those who are around the institution
know that there is an institution. So, one or two people are coming and take training. He given
full efforts to train those who are taking training from him, and they are fully satisfied with
that knowledge candidates getting multiple opportunities from top mnc companies. He waits
for many days for bulk count of people to come and take training. But number of targets was
not reached as he expected.
What could be the reason for not getting bulk of people to join his institute?
After he realize, why his institute was not getting identity. The reason is so simple, he not done
proper marketing to reach in this world. So, he decided to improve marketing of his institute.
Immediately he chooses an option to use DIGITAL MARKETING.
What is DIGITAL MARKETING?
Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and
platforms to promote products and services.
To achieve DIGITAL MARKETING we have a Content Management System (CMS).
What is CMS?
❖ A Content Management System (CMS) is a software application that are used to create
and manage digital content.
❖ CMS can have multiple functionalities, but its core purpose is to simplify the process
of creating, editing, organizing, and publishing digital content.
❖ CMS are typically used for Enterprise Content Management (ECM) and Web Content
Management (WCM).
o Enterprise Content Management (ECM)
▪ Adobe Experience Manager
▪ Sitecore
▪ Oracle Content and Experience Cloud
o Web Content Management (WCM)
▪ WordPress
▪ Drupal
▪ Joomla
▪ Squarespace
▪ Wix
 Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management solution for
building websites, mobile apps, and forms.
AEM is a part of the Adobe Marketing Cloud, offering a wide array of features designed to help
marketers manage their content and digital marketing campaigns more effectively.
AEM aims to simplify the management and delivery of a website's content, making it easier
for marketers and IT professionals to work together efficiently.
Features of AEM:
❖ Web Content Management (WCM): Allows users to create, manage, and deploy digital
content across various channels with an intuitive user interface and drag-and-drop
functionality.
❖ Digital Asset Management (DAM): A centralized repository for storing, organizing,
accessing, and distributing digital assets like images, videos, documents, and more.
❖ Mobile Content Management: Supports the creation and management of mobile-
specific content and apps to ensure a seamless user experience across all devices.
❖ Forms: Facilitates the creation of responsive forms for tasks like customer feedback,
applications, and registrations, enhancing the end-user interaction.
❖ Personalization: Offers tools for creating personalized user experiences based on user
behaviour, preferences, and data analytics.
❖ Integration Capabilities: Easily integrates with other Adobe products and third-party
systems, enabling a more cohesive digital marketing ecosystem.
Why we need AEM?
❖ Content Storage: AEM lets the organization store their content in the cloud which
can be accessed by its members anywhere in the world at any time. This increases
productivity and efficiency.
❖ Tags and Metadata management: This lets the users tag their assets and modify
the metadata of the assets which gives easy access.
❖ Searching: This enables the users to search anywhere in the repository in no time.
The users can search using various filters which are easily configurable.
❖ Multi-Site Management (MSM): This feature provides the maximum content
reusability and allows the common content to be replicated in the multiple sites
in no time. Configuring them is quite easy.
❖ User Management: This allows an organization to give appropriate permissions to
create, read, update, delete in the AEM to different users.
❖ Integrations: It is very easy to integrate AEM with other Adobe Experience Cloud
solutions such as Campaign, Analytics, Target etc. This allows taking full advantage
of various Digital Marketing solutions and increases productivity. You can power
your online presence end to end by integrating all these tools.
 AEM Architecture
Java Runtime Environment: Java applications need
a runtime environment to load class files, verify
access to the memory, and retrieve system
resources. JRE bridges the gap between the OS and
the application, acting as a layer that runs on top of
the OS and smooths over any bumps in service by
providing additional resources specific to Java.

Granite: It is Adobe’s Open Web Stack. A web stack

is nothing but a compilation of software
applications, often needed for web development.
For the development of web apps and websites.
There are usually four major components of any web
stack
1. Operating system
2. Database
3. Programming language
4. Web server
Granite includes the four components
1. Application server (Jetty)
2. OSGi container (Apache Felix)
3. JCR API’s implementation — CRX (Apache Oak)
4. Apache Sling Framework (For RESTful applications)

Application Server:
We all know any web application requires a server to run, and this server may be Apache
Tomcat, Jetty, JBoss etc. AEM jar file installation uses Apache Jetty which is packaged inside
the jar.

OSGi Container:
OSGi (Open Service Gateway initiative) is a set of specifications that define a dynamic
component system for Java. These specifications enable a modular architecture for Java
applications, allowing components, referred to as bundles in OSGi terminology, to be
dynamically installed, started, stopped, updated, and uninstalled at runtime without requiring
a reboot of the entire system. This dynamic component model facilitates the development of
highly modular, scalable, and adaptive applications.

Java Content Repository (JCR):

The JCR API provides a standard way to access content repositories. Content repositories is a
super set of a traditional data repository that adds features such as author-based versioning,
full text searching, and allows storing of structured and unstructured data.
Apache Oak:
Apache Jackrabbit is an implementation of JCR which implements the entire JCR API. It works
well with traditional websites and the integrated content management apps. However, due to
the increasing demands (like personalized, interactive, collaborative content, lots of data,
distributed applications) of modern websites have rendered some Jackrabbit original design
obsolete.

Apache Sling:
Apache Sling is an innovative web framework that AEM uses as the foundation for its content
delivery. It’s built upon the simple idea of treating the content repository as the central point
for storing all content, whether it's HTML, digital assets, code, or configuration. Sling facilitates
the easy and efficient handling of this content, serving as the bridge between our application
content in the Java Content Repository (JCR) and the rendering of that content on the web.

AEM Modules:

Projects: It serves as a collaborative workspace for managing and tracking the work
involved in creating digital experiences. This module helps teams organize their work,
assign tasks, and track progress, facilitating a streamlined workflow and efficient
project management.

Sites: Using this module, an organization can develop websites with rich features. This
module provides abstraction to site creation process such that non-technical digital
marketers can create web pages with rich experience without any reliance on software
developers.

Experience Fragments: It allows users to design, create, and reuse parts of a webpage
across different channels, including websites, mobile apps, and social media. This
module helps ensure consistency in branding and messaging across different
touchpoints.

Assets: Assets mean any media or content. This module helps organization create,
store, deliver content for any screen or device. It allows us to store our content and
manage our visual assets on cloud, enabling our teams to access project files from
multiple locations.

Personalization: capabilities are powered by Adobe Target and are part of the broader
Adobe Experience Cloud integration. This module enables the delivery of personalized
content to users based on their behaviour, preferences, and data profiles.

Content Fragments: It is a type of editorial content that can be created, managed, and
reused independently of where they get displayed. They are designed for use in
headless content management applications, where content needs to be delivered to
multiple channels beyond traditional web experiences.