Umang Bedi, Man­ag­ing Direc­tor – Adobe, South Asia LinkedIn

Mr Umang Bedi Adobe Systems India (189)The mar­ket­ing world is under­go­ing a tsunami of change. This rate of change is com­pounded by the sheer quan­tum of data being gen­er­ated from mul­ti­ple sources be it CRM data, third party data, user pref­er­ence data or the mas­sive del­uge of social data . The main strug­gle that mar­keters’ today face is how to get mean­ing­ful insights from this vast quan­tity of data. Addi­tion­ally, today mar­ket­ing is a board­room con­ver­sa­tion where mar­keters have added pres­sure to jus­tify the ROI on mar­ket­ing bud­gets which itself is just the tip of the ice berg.  An effec­tive mar­ket­ing orga­ni­za­tion needs to keep pace with these changes.  How does a mar­keter sur­face insight from the vast quan­tity of data and decide what step to take next? Mar­keters need to under­stand how cam­paigns are per­form­ing, which cre­ative to use and how to deliver those cam­paigns and across which devices.  Addi­tion­ally, this must hap­pen whether the cam­paign is a search ad, mobile app, on a social plat­form, email, land­ing page or the entire web site which adds to the com­plex­ity of data min­ing to gather the right insights.

 

The Dig­i­tal Self

This vast quan­tum of data, in all its forms, paints a pic­ture of who your cus­tomer really is – the ‘Dig­i­tal  Self’ which is a whole new source of intel­li­gence and influ­ence. Within this, lie the smaller, crit­i­cal insights that will drive suc­cess for the mar­keter. It is this tremen­dous idea that whether you are an adver­tiser, mar­keter or pub­lisher – it’s the small things that bring mean­ing to every dig­i­tal inter­ac­tion and expe­ri­ence. It is this that lets us rethink what’s pos­si­ble; tak­ing sig­nals and cre­at­ing some­thing mag­i­cal trans­form­ing it into an expres­sion of a brand con­nect­ing with real peo­ple. Not peo­ple who reside in rows and columns of a data­base but real peo­ple who have wants, desires and needs. It is about tak­ing the count­less sig­nals, the self-defining choices, and turn­ing them into mean­ing­ful expe­ri­ences. Not just for the 1.5 bil­lion indi­vid­u­als who are online every­day but also for the next bil­lion who are com­ing. The Dig­i­tal Self reflects how indi­vid­u­als are rep­re­sented online – their likes, friends, pur­chases, com­ments, and every­thing that is shared through dig­i­tal chan­nels. If we can learn how to take these sig­nals and map the pat­terns in a way that helps cre­ate more mean­ing­ful dig­i­tal expe­ri­ences it will change the way we adver­tise, mar­ket and pub­lish and the way we reach each other.

 

Data and Con­tent – Two sides of the same coin

Data is at the very core of dig­i­tal mar­ket­ing. How­ever, data isn’t action­able alone – it is sim­ply the left hand of dig­i­tal mar­keters. The right hand is con­tent. Con­tent is ele­men­tal, it is beau­ti­ful, expres­sive and what brings expe­ri­ences to life. It is con­tent that pro­vides the sub­stance and dri­ves peo­ple to take action – know­ing what you want, see­ing what you want and get­ting what you want. As mar­keters, we are cre­at­ing more con­tent than ever before; it is explod­ing just as much as data is. While con­tent dri­ves peo­ple to action, data is the enabler that helps amplify the con­tent in small yet pro­found ways. We have often relied on cum­ber­some and time-consuming processes that require crunch­ing large quan­ti­ties of data over months to iden­tify high-value audi­ences. As mar­keters, we need infor­ma­tion that paints a full pic­ture of the busi­ness– cre­ative designs, adver­tis­ing and ana­lyt­ics in one easy-to-access spot. There is a huge need in the mar­ket to help sort through ter­abytes of data quickly, to uncover valu­able audi­ences and in a time­frame that allows them to promptly iden­tify audi­ences based on shared char­ac­ter­is­tics and to also pre­dict the prob­a­bil­ity of them con­vert­ing. Dig­i­tal mar­keters that get this are rip­ping out anti­quated sys­tems that sim­ply do not scale and re-platforming their dig­i­tal infra­struc­ture.  But, the real pay­off is the opti­miza­tion that brings together data and con­tent. It is the intel­li­gence that allows us to deliver unique expe­ri­ences to con­sumers that speak to them and inspire them to act. Every­one who engages with dig­i­tal is exposed to a mes­sage, and if those aren’t just generic mes­sages but con­nec­tions that are rel­e­vant and mean­ing­ful to one’s inter­ests and life – that’s even better.

 

The Last Millisecond

Mar­keters are tasked with deliv­er­ing expe­ri­ences to con­sumers in a frac­tional space of time: between the action – every swipe, tag, drag and click – and the deci­sion – to buy, to sub­scribe, to join, or to leave the page. This is a con­cept which we at Adobe define at the last mil­lisec­ond. To deliver a qual­ity, engag­ing, in-context expe­ri­ence in that last mil­lisec­ond, mar­keters need to over­come not only tech­nol­ogy bar­ri­ers but also orga­ni­za­tional ones. It is not only about the right tools but how to work bet­ter with them. It is about under­stand­ing your cus­tomer. What do you know about this vis­i­tor? Where has he come from – ban­ner ads, face­book posts, mobile app; is he an exist­ing cus­tomer or is he a new vis­i­tor? What are his inter­ests? What is the value that I can offer him? The sys­tem must be able to track his behav­ior, pre­empt his need and give him some­thing rel­e­vant. This involves assim­i­lat­ing all the infor­ma­tion I have, fil­ter­ing it as per the inter­ests of the vis­i­tor, under­stand­ing his require­ment and deliv­er­ing that onto an omni chan­nel envi­ron­ment includ­ing mobile devices, tablets, kiosks and smart TV has to hap­pen in the last mil­lisec­ond. For exam­ple, the CMO of a car rental com­pany would like to max­i­mize rev­enue from car rentals dur­ing the hol­i­day sea­son. To accom­plish this, she needs to know which poten­tial audi­ences would be most likely to respond to a hol­i­day car rental cam­paign. Today using advanced ana­lyt­i­cal tools this is a real­ity that will help the CMO ana­lyze ter­abytes of mul­ti­chan­nel data to uncover pre­vi­ously uniden­ti­fied, high-value audi­ences, per­haps fam­i­lies of five or more and retired cou­ples etc. These audi­ences are then ranked by their like­li­hood of con­vert­ing, which in this case is defined as the cus­tomer actu­ally pick­ing up the car they reserve. Going even deeper, solu­tions today empower mar­keters to tai­lor match the inter­ests of the poten­tial cus­tomers. For instance, a six-person fam­ily would be offered a mini­van while the retired cou­ple would be offered a com­fort­able sedan. It is this kind of opti­miza­tion in the last mil­lisec­ond that acti­vates ROI.  It dri­ves a bet­ter expe­ri­ence for the cus­tomer, allows for media dol­lars to be spent more wisely and makes the deliv­ery of con­tent as effec­tive as possible.

Get­ting access to the data that will deliver the infor­ma­tion we need to build the right expe­ri­ences can itself be a big chal­lenge. Mar­keters need to be empow­ered to access their data at any time in a sim­ple and effi­cient man­ner. Where mar­keters can con­nect the dig­i­tal dots to deliver in that last mil­lisec­ond, is where the big results start to happen.

1 comments
MichaelChelm
MichaelChelm

Very informative stuff. the change is in fact quite rapid. Throughout history, big old print ads were the only way you could get the message about your business across. Back then, your only options for publicity were newspapers, magazines and billboards. Radio and television became available but like print – they were all expensive.

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