Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.
As a digital marketer, you know all too well that you should always be testing. Why? Validating your website offers and digital marketing is not only a prudent thing to do ensure your customers have personalised online experiences, but also has the potential to help you make a lot more money! Whether you’re A/B testing landing pages to increase your search marketing ROI, or optimizing product page layout to improve purchase conversions—testing puts you in the driver’s seat. So what’s been holding you back? To this point, testing has frankly been too damn difficult: whether it’s the daunting task of tagging pages, the need to code alternate experiences or building audiences for targeting.
That’s where Adobe Target comes in. Please join us for an informative webinar* to find out about the newest release of the leading optimization solution. You hear about and see the latest capabilities. Adobe Target now offers:
Get all your questions answered on how Adobe Target can help marketers—from seasoned testing pros to novice line-of-business personnel who want to get in on the testing action. Whether you use Adobe Target today or are just starting to dabble with testing tools, if you are tasked with optimizing the customer experience and increasing conversions, this is a must-attend virtual event.
Date: 13 February 2014, Thursday
|9.00am – 10.00am||India, Sri Lanka|
|10.30am – 11.30am||Thailand, Indonesia,
|11.30am - 12.30pm||China, Hong Kong,
Macau, Malaysia, Philippines,Perth
|12.30pm – 1.30pm||Korea|
|2.00pm – 3.00pm||Adelaide|
|2.30pm – 3.30pm||Australia (Sydney, Melbourne,
|4.30pm – 5.30pm||New Zealand
Format: Online Webinar
Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn
For most businesses these days their website is a primary and significant sales tool responsible for a large percentage of business revenue. It is the online digital sales person of the business and it interacts with more customers each day then the best human sales person could ever hope.
Yet the vast majority of businesses operate with an online sales tool that is completely oblivious when it comes to this interaction – making it the biggest Sales Zero in the business!
Digital Optimisation is the practice of turning your businesses’ most critical sales channel – your website – from a sales zero to visionary sales hero. It does this by infusing sophisticated artificial intelligence and leveraging hard data and insights to respond to an individual users’ characteristics. Businesses that run even basic optimisation programs enjoy 10-30+% gains in online sales activity and digital expenditure. The data and insight can be utilized to measure lift and return in investment from online expenditure in real world dollar amounts.
Optimisation spans two distinct yet intimately related disciplines: testing and targeting. Testing is the process of understanding user behavior. This is achieved by monitoring the performance of different variations of content against different groups of users. By quantifying just how well a variation of the ‘default’ experience performs, you begin to answer the fundamental yet critical business questions: How effective is my digital marketing at a granular level? What is the return on investment from the digital marketing expenditure on this particular campaign or channel? What are the most valuable user groups or ‘segments’, what are the least valuable, and how can we close the gap between them? Most importantly, how can we create a better experience for our customers?
There is no such thing as bad test. Thomas Edison, the inventor of the light globe famously said when he was testing different versions of his light globe, “I have not failed. I’ve just found 10,000 ways that won’t work.” Even negative lift or underperforming experiences teach us something: they teach us what not to do. I always say that this is just as important, if not more so, then undertaking what actually works.
Targeting is the process of responding to that understanding; to deliver the right content, promotions, and experiences to the right segments at the right time. It is about connecting the user with the content he or she wants to consume, when they want to consume it.
Optimisation should be key to any business conducting online marketing. An integrated continuous optimisation program allows businesses to utilise hard data to understand how visitors (prospects!) react to different marketing campaigns, promotions and experiences and use that data to deliver targeted and meaningful content.
This optimised visitor experience vastly increases the likelihood of a visitor performing an action that is valuable to a business such as a sale, a sign-up or a lead generation.
Optimisation can provide unprecedented insight into user behavior. Different users and groups will respond completely differently to one promotion then another. Some people like green. Some people prefer blue. Some people want to research your product before they purchase. Some just want to buy and then go to lunch early.
The data provided by optimisation programs can provide valuable and sometimes surprising information about your customers purchasing behaviors. This new-found understanding can provide a wealth of information about which campaigns are effective, which products are popular with who, and which clients are interested in certain services.
Smart optimisation organisations can make informed decisions about digital marketing budget allocation and campaign prioritization creating strategic, effective long and short term tactical programs for all digital marketing efforts.
Adobe is kicking off 2014 by announcing the latest release of Adobe Campaign which will provide marketers more scale and sophistication for cross-channel marketing programs. Today’s announcement follows momentum from the acquisition of Neolane, the rebranding of Adobe Campaign and our new simplified pricing and packaging strategy.
In the new release, Adobe Campaign will join forces with Adobe Experience Manager allowing marketers to create a seamless and personalised customer experience. The integration will permit marketers to work from a single digital asset management repository and integrate data from both anonymous visitors and identified customers.
Adobe Experience Manager is a world-class web experience management solution, and a Leader in the most recent, relevant Gartner and Forrester reports while Adobe Campaign is a Leader in cross-channel campaign management in Forrester. The integration of both solutions combines the best content with cross-channel customer engagement. This means we can now deliver personalised content to each customer at the right time through the right channel, while driving customer loyalty.
Creating quality content has always been a major challenge for marketers. It’s even harder to utilizing that content within the same marketing tools. Until now, marketers have had to work with external agencies or different organisations, using manual processes or an external content management system, that do not allow them to execute messages or make changes easily. Now, with the integration, marketers can simply create an email, embed dynamic personlisation fields into the content, publish and execute the content across multiple channels all within a few clicks.
In addition to the integration of Adobe Campaign and Experience Manger within the Adobe Marketing Cloud, the latest release of Adobe Campaign also features: