Author Archive: adobeapac

Delivering Delightful Experiences

mark-henleyMark Henley, Director, Transformation and Digital Strategy, Adobe Systems

 

 

I polled a room of people recently for their best customer experiences. There was a long silence. Eventually, someone said – “I can remember my worst experience really well”. Immediately there was an avalanche of similar comments.

It’s depressing that we remember the bad more quickly than the good, because it makes the job of delivering great experiences so difficult. The net promoter score mechanism is a great quantitative measure of this. As a reminder, on a scale of 1-10, a 6 counts as a net detractor, 7 and 8 are ignored and only 9 and 10 are considered loyal or enthusiasts. Further, the total net promoter score is the percentage of detractors subtracted from the percentage of promoters – meaning a negative score is frighteningly easy to achieve (if a negative can be considered an achievement?)

The point is for each customer experience, excellence is only 20% of the available range, with the remaining 80% is neutral or negative in tone. This is why my room could so readily remember the poor experiences – by definition there are simply more of them.

Image courtesy of stockimages / FreeDigitalPhotos.net

But, there is another factor. The inconvenience, rudeness, lack of personal attention, and sheer incompetence of some experiences stick with us, and are being more sharply contrasted than ever before. Why? Because there are more truly amazing products and services emerging, more rapidly, and in more aspects of our daily lives than at any other time in history. Customer centricity driven by digital tools and processes is genuinely changing the nature of these experiences for the better.

Some examples – Apple is a classic of course. Uber and AirBnB work due to their cheeky disintermediation. Amazon is famed for their focus on the customer – manifested not necessarily in user experience, but lowest price and widest choice. High end travel innovates constantly to preserve and extend the ‘special’ factor. You will undoubtedly have your own favourites – precisely because some part of the experience was memorable in the right way, and likely unique to your customer journey.

What are the hallmarks of a delightful interaction? I think they can be categorized thus:

  1. Reducing friction of an existing and regular transaction – eg Uber, Paypal, etax (Australia). As an aside, wearable tech is going to extend low friction interactions even further.
  2. Creating a genuine relationship where the consumer cares enough to engage with the brand, due to a combination of product AND service. Part of the draw may be brand cachet too, but rarely is it the product in isolation that creates the attraction. Retail examples abound in Apple, Nike, Facebook, Harley Davidson, Cartier. It’s not just premium brands either – daily commodities can succeed in creating advocates too – Tetley tea, the Sydney Morning Herald (or South China Morning Post). These are all high frequency and high touch B2C experiences, and they drive the customer expectations of what is ‘normal’. For lower touch, and lower engagement services such as banking, finance and insurance, the customer expectations formed in retail experiences are applied indiscriminately- why aren’t all experiences as good as…?
  3. Surprise – Offering the customer or user an experience they didn’t know they wanted, often at the right time and in the right context. Google Now is doing a good job of this predictive utility behavior. Each of these mirco experiences that are clearly in the 9 or 10 range for NPS will tend to stick with us. I suspect that this ability to accurately pre-empt the customer will become a clear differentiator for brands, as long as the result is useful rather than intrusive or ‘creepy’. (A word whose definition and application is yet to be fully quantified, and seems context dependent)
  4. Interconnections: Each encounter leaves a ripple. Only when all those ripples are known can the experience work at its best. Online/offline retail, my fitbit logs, supply chain optimization for an iron ore mine – all these depend on the en-clouding of the customer state and their data. Interconnections also matter in the social sense – a good meal is improved by the presence of good company – and so a pleasing experience becomes more so when confirmed by your social circle.

Ultimately, we all crave recognition of our identity – not in the narcissistic sense, but at the deep, human level that seeks out other genuine human interactions. For too long we have had to accept impersonal best guesses as digital substitutes for relevant and useful encounters that meet both our needs and desires. Happily, that world is passing. We now have the tools, the data and the processes to make the best of each opportunity to hit a 9 or 10 rather than a 5 or a 6. Great customer experiences are within reach, and Adobe can help you on the journey toward them.

Join me at Adobe Digital Marketing Symposium where I will be covering the importance of a great customer experience and the tips and tricks to implementing the right tools to help you achieve it.

Data Management Platforms: Your Audience Matters

scott-thomsonScott Thomson, Senior Manager Industry Strategy APAC, Adobe Systems 

DMPs

Data management platforms, or DMPs, promise to be an enabling audience engine for digital ad technology and content personalization. But given all the hype around them, what can and can’t they do? What should you look for in a DMP?

Firstly, DMPs need to support easy ingestion and normalization of data from multiple sources in a secure and privacy compliant manner. Not only the myriad of internal (1st Party) data sources such as your data warehouse, CRM & onsite analytics but also a vast array of ad tech partners such as premium publishers (often referred to as 2nd Party) and other partner enterprises and data suppliers (3rd Party).

Secondly, DMPs need to be able to manage insights derived from audience activity and targeting to audiences. Based on a predefined set of audiences, DMPs need to be able to intuit look-a-like audiences and also allow the predefined audiences models to evolve as new data is on-boarded, especially in near real time.

Thirdly, and most critically, DMPs need to support integrations to multiple channels and many partners within those channels and they need to maintain the highest possible audience match rates with those partners.

DMPs aren’t just a cloud based data mart. They maintain ongoing, best practice integrations with tens or hundreds of other partners and in doing so they manage all the legal relationships & operational costs those integration incur to maintain.

DMPs also maintain the greatest audience match rates to those partners. If your partner DMP has a low match rate, say 30%, it means only 30% of the audience you worked to long and hard to create is going to be matched.

When done right, a data management platform can be the key stone of your digital marketing program – finally allowing marketers to lead with a customer-centric, rather than channel-centric, approach to marketing.

Join me at the Adobe Digital Marketing Symposium 2014 in Sydney and Singapore where I’ll cover more on what DMPs can and can’t do, how they fit into the digital advertising and personalization ecosystems and what are the best practices for deploying and managing a DMP.

From one-off wins to 24/7 personalisation—and success

kevin-lindsay

 Kevin Lindsay, Director Product Marketing, Adobe Systems @kevlindsay

 

 

 

Personalisation isn’t about one-off wins. They’re part of it, and certainly a positive byproduct of new targeting initiatives. They’re also critical for organisations with less foundational optimisation maturity—you get a win, shout it from the rooftops, and generate the advocacy and internal buy-in you need to take your programs to the next level. But in personalisation, the name of the game is really “ABP”—always be personalising. And no matter the size, scope, scale or industry of your business, ABP is achievable.

It’s a topic that’s been top-of-mind for me and for Adobe’s clients more than ever in the last few weeks and months, especially with the rollout of Adobe Target Premium in June. And now we’re hitting the road with the ABP message, at Adobe Digital Marketing Symposium APAC in about a month’s time. My message to attendees is simple: when the analytics are there, personalisation gets a boost, and you’ve got a solid base for transforming your efforts from ad hoc and incidental to critical, integrated, wholly ingrained parts of every digital marketing initiative.

We’re entrenched in what’s proven to be the most relationship-driven era in marketing ever, and it’s only getting more up close and personal as technology and access improves. Amazon raised the stakes for everyone—if you aren’t offering up a friendly (and personalised) “hello!” when I land on your page; you’re one step close to losing me forever. Take that notion even further, and you’re where we are today—staring back at more than 2 billion Internet users, the vast majority who clearly identify relevant experiences as decision drivers.

At Symposium we’ll take a deep dive and really get our hands dirty with the tactical steps to getting from “wow, that worked!” to “THAT’S going to work!” no matter the existing resources, tacit understanding and organisational alignment—in other words, a foolproof plan for success. But in the meantime, here’s a preview, and some next steps to think on ahead of the session—or for any business looking to create meaningful relevance (and drive increased ROI):

STEP 1: Think about where you are right this minute

You’re likely doing something optimisation and personalisation related. Be it completely incidental (or even accidental) or a simple solution like geolocation based on IP addresses or recommendations based on past purchases, there’s some level of relevance being delivered and, you’ve probably seen a notable impact in any one of countless KPIs. Take your wins and move on to the next step.

STEP 2: The numbers don’t lie

Data-driven optimisation is in—your “gut” is out. It’s time to move away from instinct and focus your personalisation efforts on what’s real and provable. That’s where the analytics come in. In this “last millisecond” marketplace the results of your tests and initial personalisation efforts reign supreme, and should inform every decision, movement, and next step, from beginning to end. The low hanging fruit for beginners? Any major volume drivers—page views vs. entry rates, particularly active “fringe” pages, dominant outliers—as well as cash cows like the homepage and key product pages and, on the opposite end, very low performers. This gives you the 10,000foot overview and helps almost instantaneously prioritise your efforts—high-value, high-performing first, then the rest can follow.

STEP 3: “Relevant” and “individualised” are completely different asks

Your consumers crave relevant, spot-on experiences—they make them feel understood, valued, and in-step with your brand. But how much is “enough?”

The majority of web traffic is anonymous—you don’t know them, you haven’t seen them before and all you’ve got to work with is what they’re telling you in real-time, plus the basics like geolocation and referral source. But “personalisation” and “individualisation” are different—layer in “contextualisation” and “personification” and the landscape really starts to emerge. Start with personas. By bucketing segments into personas based on existing target user bases you’ll be able to suss out a visitor and say “I don’t know you, but I know someone who looks an awful lot like you…” before serving up content, offers or products that are far better than an arbitrary guess. From here you can transition the user to a more personalised experience, as you gain more and more relevant insights into their wants, needs, hopes and dreams.

STEP 4: Contextualise

In the same vein, adaptive, predictive contextualisation goes a long way. The standard context-driven content—location-based offers and messaging, mobile- and tablet-enabled content, adaptive design, and path-driven recommendations are great places to start.

STEP 5: Test, track, rinse and repeat

Personalisation is a never-ending track. The more you put in, the more you get out. And the more you get out, the more you’ll be in a position to do in the future. The cycle continues and the personalisation payoff increases exponentially. Integrating user-friendly solutions like Adobe Target and Adobe Target Premium can put the wheels in motion for you and can keep them going 24/7.

Join me at Symposium on 22July in Sydney and 24 July in Singapore where we will deep dive into personalisation. You can register now here: http://adobe.ly/RwMofi

Adobe Digital Marketing Symposium 2014

Paula Parkes, Head of Marketing, APAC Digital Marketing, Adobe Systems – @Keywebird

symposium

Being a marketer today is harder than ever before.Over 75% of marketers think marketing has changed more in the past 2 years than in the previous fifty. New digital channels and technologies have reinvented the ways in which consumers engage with brands, forcing marketers to transform the ways in which they plan, execute, track & report on their campaigns.

Symposium 2014 is bigger, better & more aspirational than ever! On 22 July in Sydney and 24 July in Singapore, marketers will gather for Asia Pacific’s most anticipated digital marketing gigs of the year. Symposium is designed to expose today’s marketers to the latest digital marketing strategies and innovations, helping marketers reinvent themselves. A showcase of tips, tricks and tools through the stories of leading brands on their transformation journey.

Last year there were over 1700 attendees and this year we are expecting more! At Adobe Symposium 2014, you’ll learn from Adobe experts as well as marketing leaders from top brands such as Telstra Digital, Tourism Australia, Maybank, StarHub and many more as they share their key marketing strategies for making the most out of every opportunity. It’s an unmissable opportunity to network with marketing leaders and peers while learning from entrepreneurs and innovators, who are pushing the boundaries of digital marketing to increase their company’s success.

At Symposium, you’ll learn how to:

  • Create effective digital marketing strategies that make the most of every opportunity
  • Gain valuable insights from targeted advertising and marketing analytics
  • Develop and leverage more compelling social media campaigns
  • Market in the mobile era across sites, apps and publications
  • Improve your customers’ experiences through personalization, while increasing acquisition and retention
  • Increase your digital marketing ROI from the experts

We’ll be sharing more updates and information about Adobe Symposium over the coming weeks here, so be sure to stay tuned for more intel on experiences we’ll share at Symposium.

Do you know what your marketing is doing? Sign up for Adobe Symposium today and follow the conversation via #AdobeSymp.

World Cup set to be the most social sporting event ever

As kick off draws closer, the 2014 FIFA World Cup has generated more social buzz than any other sporting event, surpassing the Sochi Olympic Games and the 2014 Super Bowl.

The Adobe Digital Index team has been capturing data through Adobe Social, covering buzz from social channels including blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare and YouTube. More than 69 million social mentions have been included in the sample from 230 countries and territories talking about the World Cup. The results are truly astonishing.

To date, the World Cup has generated more than 19 million social mentions with 90% of the world contributing to these conversations! What’s even more amazing is that the greatest level of social buzz from around the world is coming from right here in the Asia Pacific region. We are producing 48% of the social buzz around the World Cup, of which 37% is coming from Japan. Europe, the Middle East and Africa coming up second with 32% while the Americas are third with 20%.

World cup

Some other interesting facts about the World Cup social Buzz:

  • 59% of the social buzz for World Cup relates to Admiration, Joy, or Anticipation for the event.
  • 42% of Brazilians are expressing Sadness, Anger, or Disgust related to the World Cup – this correlates to the current dissatisfaction of many in Brazilians at the moment.
  • Cristiano Ronaldo is the most mentioned player on a World Cup roster with 1.5+ million mentions in May. Neymar was 2nd with 1.2+million.

The magnitude of the World Cup combined with the power of globalisation and technology will no doubt make it one of the world’s most social sporting events ever. Many football fans (and even non-football fans) feel an emotional connection to their players and even more so to their country. On 12th June 2014, the world will be watching and social will be there to facilitate conversations from around the world, connecting people with the beautiful game.

Stay tuned to this channel as Adobe will continue to track social trends around the world over the course of the 2014 World Cup.