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.

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