Results tagged “content optimization”

Adobe 2013 Digital Marketing Optimization Survey: How do you stack up to peers?

We’ve just released the results of our 2013 Digital Marketing Optimization Survey, after compiling data from over 1,800 respondents around the world. Based on the premise that engaging customers online and optimizing their digital experience across channels can mean millions in revenue, the survey was designed to find out if digital marketers are implementing programs to maximize investment or, in some cases, still just talking about it.

Some of the findings are eye-opening, like data showing a majority of the companies surveyed spend 5% or less of their marketing budget on optimization activities. Five percent or less, even though it’s also clear from the data that companies investing more get more in return. For example, companies allocating more than 25% of marketing budgets to optimization are twice as likely to see high conversion rates.

With data like that, it’s logical to ask, “what’s holding companies back”, and almost half of respondents indicated two primary challenges are budget and resources. While companies are starting to invest and advance in digital marketing optimization, there still is much to be done, as indicated by data showing more than half of respondents are unaware of the impact of site search techniques beyond the baseline functionality of keyword matching. Nearly half do not optimize their recommendation strategies and rely significantly on manual updates, with only 18% using an automated approach.  And, even though Adobe Analytics saw a doubling of traffic from mobile devices last year, 45% of marketers still do not have a mobile-optimized site.

The results of the Survey provide insight into areas where digital marketers need to excel – key areas like testing, optimized targeting, leveraging consumer data, social, site search, and automated recommendations.  It doesn’t matter if a company is just getting started with basic optimization practices or mapping out complex strategies to maximize conversion, it’s never been easier – or more necessary – for business to up their game.

To learn more and understand how you compare with your marketing peers around the world, check out our Kevin Lindsay’s post with further details and download the full survey here.

Happy Anniversary, Adobe!

This month we celebrate our 30th anniversary, a major milestone for technology companies.  We are in very rare company of those who have thrived over such a period by both making the billion-dollar-a-year and billion-dollar-a-quarter milestones.

This success over the past 30 years is as a result of a relentless focus on innovation and customers first set by our founders, John Warnock and Chuck Geschke. Our impact on every form of communication has been profound – every magazine, every newspaper and web site, images that you encounter,  video and application on mobile devices – chances are Adobe has played a major role in its creation.

As we continued to evolve our company, we decided that as all businesses moved mobile and online, we needed to expand our offerings beyond creation to management, measurement and monetization.  Through organic innovation and targeted acquisitions, we’ve aligned our strategy around Digital Media – the creation of content, and Digital Marketing – the business of content.  Our goal is to make every digital experience across every device a high-impact experience.

The single biggest reason this vision is possible is our employees around the world.  We are a truly globally diverse company with over 10,000 employees.  Our core values of genuine, innovative, exceptional and involved are what set Adobe apart.

Happy anniversary, Adobe, and here’s to many more great years to come!

Adobe Test&Target – Making Optimization Easier

Adobe Test&Target, powered by Omniture has from its inception been focused on delivering intuitive software built with the marketer in mind as the primary user. For years, that focus has been enabling marketers to improve the relevance of their online marketing for their end consumers, resulting in better conversion rates and increased engagement. With each release, the Test&Target development team maintains that focus by delivering a richer feature set and is continually seeking ways to make the product more capable and even easier to use.

As the product marketing manager for Test&Target, I’ve found that, as intuitive and helpful as the product may be, oftentimes our customers’ biggest challenge isn’t becoming familiar with the software and using it effectively, rather, it is often something that has nothing to do with the software itself, but everything to do with a company’s ability to rally as an organization around an optimization effort.

This month, we released version 2.7 of Test&Target. This release is almost entirely focused on making it as easy as possible for Adobe customers to create an internal community of marketers that are excited about and committed to ongoing testing and personalization of content and campaigns. Specifically, the solution has enhanced the ability of product users to: share key metrics and successes across their organization, to solicit and capture feedback from key stakeholders, and to collaboratively produce ideas that fuel their optimization programs.

Most organizations have too few internal champions committed to testing and personalization. Often times, organizations kick-off personalization programs with enthusiasm, but fail to maintain the momentum necessary to run a successful ongoing program. In many instances online personalization is a shared responsibility and accountability for results is not clearly defined.

John Lovett, senior partner at Web Analytics Demystified, recently stated, “Today’s cross-functional organizations are challenged with regularly communicating and collaborating about their testing and personalization programs. Tools that facilitate productivity and collaboration will resolve many internal challenges by helping marketers run more efficient optimization programs, create an exchange of ideas, and keep all stakeholders updated and involved.”

We couldn’t agree more and recognize that it isn’t necessarily easy to build a culture committed to ongoing testing and personalization of content and campaigns. Results show that organizations that build such a culture enjoy a competitive edge in their market. As we’ve observed the most effective and active Test&Target customers, they seem to share some distinct traits and habits: 1. they continually test new ideas, 2. they share key success metrics across the organization, and 3.  they are almost fanatical about generating and keeping track of ideas for future campaigns as they get and incorporate feedback from important stakeholders. We’ve updated Adobe Test&Target with features that make doing these very things much easier.

Below, I’ve attempted to highlight several of the new product updates and how each helps create a culture of testing and personalization.

Increased Campaign Performance Insight

The new Test&Target homepage, or Campaigns Launch Pad, provides a more holistic view of campaign performance. Now marketers can easily view highlighted conversion rates and lift for current tests and can document key events and conversations among the team through a News Feed. The Launch Pad also details audience behavior to identify key trends and stores interesting campaigns for future reference.

 

Enhanced Productivity

Increase organizational productivity with Ideas, a tool for individuals and teams to record and manage testing roadmaps and other improvements. This eliminates the common, inefficient practice of managing ideas and campaign communication in email or spreadsheets.

Streamlined Collaboration

The Campaign Spotlight dashboard monitors campaign progress to better understand performance against success metrics. Snapshots taken at various points during a campaign can be preserved as a record of how experiences performed or changed during its lifecycle and real-time results can be easily disseminated to key stakeholders.

This feature also helps Test&Target customers preserve a record of how experiences perform or change during the life of a campaign with Experience Snapshots, taken at various points during the campaign and can later be downloaded for use in reports or other materials.

Lastly, the Campaign Spotlight also enables and encourages product users to Record and document information about the campaign with Notes, such as statistics from a particular point in the campaign, information about the campaign’s effectiveness or ideas for how it could be improved.

We at Adobe are thrilled to have included these new features in the latest release of Test&Target and look forward to you feedback on how helpful you find them as you strive to build an optimal end-user experiences and a culture of optimization across your organization.

Helpful Links

Test&Target 2.7 highlights video

Omniture Technology Facebook page

Related blog post from product management

Pricing and Availability

The latest version of Test&Target is now available to all existing Test&Target customers at no additional cost.

Join Adobe CEO Shantanu Narayen and Rich Silverstein at the Cannes Lions International Advertising Festival

Adobe is at the heart of a brand revolution, where everything is digital and everything is advertising. If you are attending the Cannes Lions International Advertising Festival on June 24th, we welcome you to join our CEO Shantanu Narayen, as he highlights some of today’s most successful digital advertisers who are championing major brands. He will demonstrate how Adobe is working with its partners to build open, integrated digital platforms that bring this new world into focus at every step of media creation, delivery and optimization, and why the opportunity for creativity and profit have never been greater. Shantanu’s seminar will also feature a special guest appearance by Rich Silverstein, Co-chairman and Creative Director of Goodby, Silverstein & Partners.

Be sure to add the seminar to your calendar here.

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