Posts tagged "Digital Media"

Digital and social media – friends or foes of Government?

Paul Robson, Managing Director, Adobe ANZ

 

You often hear the phrase “the customer is always right”. It may be old but in government, as in business, it contains more than a grain of truth. Citizens are the customers of today’s government officials, and we are more connected and tech-literate than ever before. The opinions we form have always been part of the political process – and now we also have a host of media channels through which to express ourselves – loudly.

With more data at our fingertips, we increasingly seek a more personal experience that is tailored to our needs, and responsive to our feedback. Giving this level of service is a challenge for government as they move to address us in an appropriate and effective way. The explosion in media channels and information means that governments have to work even harder to stay relevant and retain public support for their policies, and these policies often relate to critical national issues like health, public safety and our quality of living.

This is where Citizen Experience Management comes in. Citizen Experience Management involves governments giving citizens the content most relevant to them, in the most effective way possible. So, how do they do that?

Governments need to measure two things:

  • First of all, they need to measure the reach of their messages, to find out whether they’re actually getting through to us
  • Second, they need to measure the impact of these messages. Advanced analytics can track granular data such as how long we spend on a webpage; how we interact with content and links; and even how we access content, whether that’s through a PC, smartphone, tablet or some other media device.

Then they need to use that information to develop better content. To build better experiences for us, governments need to not only measure how we respond to information, but also analyse what these measurements mean.

Ultimately, governments need to address our values if they are to effectively serve and maintain their constituencies. They need to provide information and services which are contextually relevant to us, and tailored to the precise needs of each individual citizen. They need to sort and filter information so that the message which gets to us is in its clearest, most pared-down form. Most of all, they need to figure out what content works, when, where and why it does so, then act on this knowledge and adapt as quickly as possible. Governments are in the business of supporting their citizens. Providing us with memorable and affecting experiences is an essential part of achieving this.

Adobe Australia Exceptional Digital Experiences Tour

Tony Katsabaris, Sales Director – Digital Marketing, Adobe ANZ

 

The art of successful customer experience management — and the key to competitive advantage-  is to consistently deliver exceptional interactions for your customers through rich enterprise applications and easy-to-use interfaces.

Watch this video for a quick snapshot of the Adobe Australia Exceptional Digital Experiences Tour held in Sydney last year, along with some intriguing insights from leading marketers into what customer experience means to them.

 

Australia’s Murdoch University gets an A+ for customer engagement

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC - @IERiley

 

Looking to boost your business’ online engagement? Learn how Murdoch University in Perth, Australia leveraged the Adobe Digital Marketing Suite to engage customers with content through social media, websites, smartphones, and tablets – whenever or wherever.

Hear how the University used a mix of physical and virtual events to create relevant experiences that connect with diverse audiences and then measure the impact on university enrollment.

The video also shows how Murdoch University used these techniques with Adobe Digital Marketing Suite to engage potential students and lead them to enroll in university programs that produce additional tuition revenue.

 

I’m drowning! How can we simplify mobile marketing in an increasingly complex environment?

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork

 

Can you remember the release of the first IBM Simon smartphone in 1992? Web access is now a standard feature in even the most bare-bones mobile device, and mobile apps are a multi-billion dollar business. In countries such as India, mobile web access has outpaced desktop access for years. Smartphones remain hot connectivity tools and now tablets are also making their impact on the market.  With an ever-increasing variety of devices to choose from, consumers are becoming more accessible on-the-go, with no sign of this trend slowing.

This means it’s imperative that businesses reach out to their growing mobile population. Of course, with these new opportunities come heavy implications: Make the user experience seamless and you create advocates for your brand and generate return business. Fail to deliver- and you drive the user to a competitor who is only a “swipe” away.

To maintain brand loyalty and customer retention, consumers should experience seamless engagement across multiple touch points. If the experience is fragmented by a failure to close the gap between the customer and the business, users will turn to a competitor. It comes down to this: How do companies differentiate themselves in this mobile landscape? – By delivering a superior experience to the end user.

And just as the consumer should have a seamless experience, enabling that experience should be just as easy behind the scenes. Businesses have to empower marketing and IT professionals to manage the experience their companies deliver intuitively without overwhelming them with multi-faceted mobile device support.

Here are five steps you can follow when you’re considering how to apply this to your own business.

  • Understand what information or services customers are looking for on their mobile devices. What content do they need and where and when do they need it? How can a company make it easy for customers to do business with them? If customers want to share their experiences with you or their friends, how can you help them do that? Measurement and analytics technologies can help you pinpoint and analyse these kinds of behaviours. In some cases, it’s unrealistic to assume that all online content can be available on a mobile phone, but by working out what’s most useful to customers who are on the go, organisations can meet customer expectations and deliver outstanding experiences.
  • Know what devices your customers are using. You’re going to need to deliver content that’s optimised for their specific phone or tablet to ensure the best experience. For example, applications should be able to interact with a vast range of screen sizes and screen resolutions, be able to handle various interaction patterns for touch screens, as well as distinct input sources such as cameras and GPS.

You can find solutions which provide granular details such as the users’ screen size and whether it is a touch screen or not. This will allow you to make adjustments to improve your user experience and you’ll start enjoying a competitive advantage by knowing and using the best platform to engage with mobile customers.

  • Close the gap between all users involved both inside and outside your company. If managing your organisation’s customer experience is cumbersome and complicated for staff, then you can be pretty sure the end product will be impacted- and your customer can tell. On the other hand, experiences that can be intuitively managed by staff charge translate into optimised and engaging experiences for consumers. Empower your workforce by consolidating vendors and platforms involved in the process and providing tools that effectively simplify the authoring of mobile experiences.
  • Give your employees the right tools for the job. Along those lines, employees involved in managing a company’s mobile presence should have a baseline report of analysis data that helps them consistently optimise experiences. Simplify the workload by equipping workers with the right tools.

Want to really futureproof your brand? Make your content work across multiple channels. Instead of designing content mainly for traditional desktop users in mind, make it your mission to always remember that mobile, social and cloud-based experiences are just as important. Can your content be shared as an app, or a link?

Calling all APAC digital marketers, advertisers and publishers!

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC - @IERiley

 

Want to learn how to gain a competitive advantage, strengthen customer relationships and extend brand value – and top it off by hitting the ski slopes? Then you’ll want to book a trip Stateside to Salt Lake City, Utah for the Adobe Digital Marketing Summit (formerly Omniture Summit) from March 20-23, 2012!

Attend Summit 2012 to take advantage of up to four days of informative sessions, insightful keynotes from industry leaders, training workshops and numerous networking opportunities exploring the latest trends around social, mobile and web analytics, site conversions, audience and advertising optimisation, Web Experience Management (WEM) and implementing multi-channel marketing. More than 70 breakout sessions across eight tracks (Analyst & Reporting, Media Monetisation, Mobile, Web Experience Management, Multi-Channel Campaigns, Personalised Engagement, Social, and Tech Track) will focus on real-world customer case studies and how digital marketing data can drive business decisions.

Summit 2012 will also include a customer and partner showcase, opportunities for you to connect with Adobe’s Digital Marketing teams, a Summit Bash with a surprise headliner concert and a ski day at the end of the week.

Join a team of fellow marketers, industry leaders and Adobe staff from Asia Pacific, as we meet with thousands of marketers, advertisers, publishers, agencies and developers and share the latest advances on how to better manage, measure and optimise digital experiences. Visit the registration, pricing, and accommodations page for more information about special discounts and group passes.

We hope to see you in March!