Brent Wat­son, Head of Dig­i­tal Mar­ket­ing Prod­uct, Adobe JAPAC – LinkedIn @BrentWatson

Look­ing across the globe, com­pa­nies have highly diverse pat­terns of adop­tion of dig­i­tal mar­ket­ing tech­nolo­gies. Some com­pa­nies are start­ing with the basics – how do I make my prod­ucts and ser­vices known and mar­ketable to those who choose to find them? Oth­ers are scal­ing to drive more trans­parency with mea­sure­ment and agility with their pub­lish­ing capa­bil­i­ties to more rapidly adapt to shift­ing mar­ket needs and inter­ests. Then there are those fight­ing for audi­ence first, in order to have the chance to tell their story at all. The best com­pa­nies how­ever, are cap­tur­ing audi­ence via the myr­iad means avail­able while opti­mis­ing expe­ri­ences for con­ver­sion. By mea­sur­ing con­ver­sion rates and pat­terns along­side costs of vis­i­tor acqui­si­tion and cam­paign effi­cacy, they wisely divert mar­ket­ing spend toward increas­ing con­ver­sion rates via personalisation.

A stan­dard chal­lenge we see in the organ­i­sa­tions with whom we work is the need to advo­cate for added bud­get when embark­ing upon per­son­al­i­sa­tion. It’s pretty sim­ple, the more tests you run, the more per­son­al­ized expe­ri­ences you deploy, and the more cre­ative assets are needed to serve those indi­vid­ual expe­ri­ences. This real­ity never goes away. One key lies in being dili­gent in mea­sur­ing the value of the increased con­ver­sion being dri­ven by your per­son­al­i­sa­tion tac­tics. The sec­ond key lies in get­ting your exec­u­tive lead­er­ship to treat the per­son­al­i­sa­tion pro­gram as a peer to adver­tis­ing and other acqui­si­tion tactics.

As we watch the com­pe­ti­tion for grow­ing audi­ences con­tin­ues in the APAC region, a strong oppor­tu­nity remains in dri­ving busi­ness results by increased con­ver­sion. I am look­ing for­ward to the oppor­tu­nity to share some of the best prac­tices for per­son­al­i­sa­tion while at our Sym­po­sium events. I am even more excited to talk with local mar­keters and under­stand what tac­tics they are cur­rently employ­ing for best results, what suc­cesses they are hav­ing, and what organ­i­sa­tional chal­lenges they face.

Join me at Adobe Dig­i­tal Mar­ket­ing Sym­po­sium either in Syd­ney on July 16th or in Sin­ga­pore on July 18th. Don’t miss out and reg­is­ter now!