Marketing professionals have to speak the language of their customers. In order to reach them, they have to deliver right content through right channels to the right devices and provide a personalised experience. To achieve this, they need to quantify the facts with huge data.
Online presence must be consistent across devices channels and languages to ensure a personalised experience. They also need to efficiently manage and measure their social marketing activities and optimize their marketing expend on certain display.
So is there a solution that can address these challenges??
Fortunately, there is… The Adobe Marketing Cloud
Leveraging 8 solutions offered by Adobe marketing cloud, one can comfortably master this digital marketing solution.
Let’s elaborate these solutions one by one…
It’s quiet difficult to understand demands and to meet out the expectations of every single customer, they are expecting companies to provide the relevant content on all the devices they have been using and they are actually switching from one of these digital devices to another. So they may be shopping on website, looking on things on mobile app and when they go into store they want all of that digital experiences to connect together.
So it’s important for brands to think about how to deliver that consistent continuous experience across all these devices.
Marketers has to manage several websites that’s quite a challenge because website should be adaptive to multiple devices and languages.
The content is inconsistent because assets aren’t organised. Also it is difficult to properly optimise websites all tie in social media which makes content less relevant to customer’s web experience.
That’s where Adobe experience Manager comes in.
Adobe experience manager helps marketer get everything under control. The Adobe solution provides a web content management system featuring a multilingual what you see is what you get mode, so it becomes very easy to manage all the website apps and digital publications.
AEM has 5 components to it
Each of these are critical to brand journey and building out a comprehensive digital strategy.
People visiting your site have different intentions, some are there to buy stuff, others simply doing research, and some might be trying to get a job with you. Then you got your first time visitors, and returning ones. Some don’t know why they’re there and are looking for a way out.
Despite of this, most websites and landing pages display exactly the same content for all visitors – no matter what they’re searching for or how they got there in the first place. These websites try to appeal to a wide range of visitors simultaneously, and thus are not exciting many.
Wouldn’t it be awesome to display different content and call-to-actions for different types of visitors? Essentially making your visitors feel like that the page speaks their language?
Well there is a grounded leading solution named as ADOBE ANALYTICS
that provides digital marketers with one place to measure, analyze, and optimize integrated data from all online initiatives across multiple marketing channels.
It provides marketers with actionable, real-time web analytics intelligence about digital strategies and marketing initiatives.
It works by looking at the data which is provided by analytics about the visitor – things like location, keywords they searched for, ads they clicked in, whether they’ve been to the site before and also things like buying history – and compares that against a set of variables that you have put in place. It lets you target relevant content to different types or groups of visitors based on their behavior or other variables.
Those variables could include:
- Location – city, country, region
- Device – iPhone, iPad, Android phone/tablet, Windows, Mac, Linux
- Search keywords
- Visitor frequency – First, second, third, fifth time visitor?
- Date and time of day, proximity to payday
- Referring URL – where did they come from?
- Customer history – have bought before, what, how much did it cost?
- Sessions behaviour – navigation clicks, page views
There are many more variables which can be taken into account like age, gender etc. – possibilities are pretty much endless and it depends a lot on how much info you have about that customer already.
In this competitive era of digital marketing, every visitor on the website can never be a customer. Every marketing professional wants to communicate well with their visitors by extracting their needs and personalised interest. Every customer expects a unique experience and personalised offers rather than a one side communication by a website. In order to fulfil those expectations, a marketer requires an effective plan to get an optimum amount of marketing expenditure so as to avail a limited number of offers on stuff
Adobe target analyses customer wishes and demands by the data provided by adobe analytics helps to deliver relevant content and tightly integrates with adobe social for enhanced social marketing. Now one can deliver right products to the right targeted customers. This kind of automated behavioural targeting imparts an exponential growth in number of customers
Also it helps to dynamically create content based on the visitor’s profile and to suggest targeted recommendations to the user even before he finishes typing their search queries. External data sources like order history can also be integrated to analyse visitors profile which further helps in optimised merchandising and discount on the targeted stuff. This dynamic navigation guarantees a perfect on site experience
It is very important to reach out your customers in meaning full ways.
With Adobe campaign you are able to integrate and deliver one to one campaign so all the customers get relevant and consistence experience across online and offline channels.
We come to understand each customer through integrated profile which is made up of the purchasing history social interaction, where they are from and other information gathered by analytics pull into adobe campaign
Adobe campaign use this analytics data to create personalised campaigns according to the customers interest.
Reports in adobe campaign show you how things are going, you can see who is responding to your offers, how much revenue your campaigns is generating.
With adobe campaign you have a deep real time understanding of your customers so you can design, integrate and automate cross channel experiences and measure the success. All for one solution
Social media manager are responsible for increasing brand reach and audience engagement through social and creating a consistent brand experience across channels and devices
They must also ensure the right message gets through all the noise of social traffic to the right customers and you need to respond to customer issues that arise via social platforms. And you need to connect all these social efforts to measurable business results
How one possibly monitor manage and measure so many social media channels and also quantify the business value of social marketing.
Easy. All we need is Adobe Social
Adobe social enables marketers to scale social across the organisation; create and deliver relevant, engaging content across all social properties; capture and analyse all key sources of meaningful social data alongside integrated conversion metrics; leverage data to demonstrate social value and optimise interactions; and manage and strengthen customer relationships across social channels – All from one integrated platform
What problem are we trying to solve with Audience Manager?
Marketers had multiple database and technologies that they use to solve personalisation across each channels.
There are lot of technologies, customers can be on web, mobile, email or social. The challenge here is database is touching into multiple channels. Marketer here really dint have a coherent or a relevant conversation as a consumer moves across multiple touchpoint. And this is the reason for disjoint experience.
And this something which can be address by DMP
A data management platform or Audience Manager consolidate audience information from all available sources. It identifies, quantified and optimises high value target audiences which can then be offered to advertisers via an integrated, secure, privacy-friendly management system that works across all advertising distribution platforms
DMP consist 4 key part
- Collect data – Collect data and allows that to sit in single repository.
- Unify Data to a profile – DMP can take this data from the different sources and unify that data back to a profile
- Create Audiences – In DMP, you can take the various profile information that you have to create audiences and audience segments.
- Push to Marketing platforms: Value you creating this segments is the capability to reach the people who follow the segments
Adobe Media Optimiser
Once building a great website is done, it is time think about MONEY
Marketers really need to get a larger return on their ad spend to engage more relevant audiences derive brand awareness and generate revenue.
But how one should distribute their media budget between display, search and social
What is the most profitable way to run across channel advertising campaign.
Advertisers are trying to simplify their lives, they are trying to have more control to right campaigns and their budgets and trying to be more efficient with their ad buys.
With Adobe Media optimiser we can answer all these questions easily and get maximum return on our investments.
Using mathematical models and industry leading algorithm adobe media optimiser preciously evaluates the situation which enables us to adjust our strategies, goals and budget in real time
It also provides precise forecast based on our goals and predicts the best channels mix for his budget
With adobe optimiser marketers can manages all of his campaigns for every platform.
Search engine like google & Bing. Social platforms like Facebook and Twitter
So Marketers can always rely on peak conversions and the right investments
The right messages to right people at the right time
so finally not only traffic on website will increase but the revenue will also grow profitably
The way people watch TV and video has evolved.
You need to personalize it.
Users want to jump in and only experience they want to be fully immersed. This means making it easy for each viewer to have the TV shows and sports and films they want, streaming securely and high definition across different screen wherever and whenever
Adobe primetime part of adobe marketing cloud helps delivering helps delivering engaging experiences for viewers and subscribers and more revenue from advertising and subscription
Now its possible to create engaging experiences on every device using primetime
Primetime allows you to deliver the right ads to right audience to improve the effectiveness of your ad sells
We all know key to mastering customer experience is knowing the customer and for this Adobe Marketing cloud is perfect fit. My vote goes for Adobe Marketing cloud.
What about you????
Credits: Adobe Sites