Posts tagged "Website"

어도비, 독립 리서치기관으로부터 웹 분석 부문 리더로 선정

정진우, 한국어도비시스템즈 디지털 마케팅 총괄 전무

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어도비가포레스터리서치(Forrester Research, Inc.)가발표한‘포레스터웨이브: 2014년 2분기웹분석(2014년 5월)’리포트에서웹분석부문리더기업으로선정됐습니다. 어도비마케팅클라우드(Adobe Marketing Cloud)의주요데이터및분석솔루션인어도비애널리틱스(Adobe Analytics)는현재제공중인솔루션(current offering), 전략(strategy), 업계지위(market presence) 등세부문에서가장높은점수를받으며, 종합점수에서 75점만점 66점이라는최고점을기록했습니다.

“포레스터웨이브: 2014년 2분기웹분석리포트” 전문 다운로드

포레스터리서치는이번에발표한리포트에서이번리더기업선정에대해 “어도비는마케팅담당자에게매우유용하고정교한분석이가능하다는점에서많은기대를받고있다”고평가하며,  “어도비는웹분석의영역을디지털마케팅실행에필요한디지털분석으로까지넓혔다”고밝혔다.

이번 보고서에 나타난 어도비의 업계 내 우위는 전 세계 유명 브랜드와 선진 마케팅 담당자들이 어도비 마케팅 클라우드의 핵심 솔루션인 어도비 애널리틱스를 디지털 마케팅 툴로 선호하는 이유를 다시 한 번 보여줍니다.

어도비 애널리틱스를 포함한 어도비 마케팅 클라우드에 대한 보다 자세한 내용은, 아래 링크를 참고하시기 바랍니다.

ž   어도비 애널리틱스

ž   어도비 마케팅 클라우드

Budget Direct’s award winning website is powered by Adobe

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Budget Direct is a low cost value focused insurance brand of Auto & General and its website has been named Australia’s top performer by Global Reviews.

The key to a good website is usability – giving your customer a smooth and easy experience. Budget Direct’s website was put through a test as part of Global Reviews Car Insurance Experience Index. Global Reviews recruits were asked to complete a series of tasks, focusing on the common pain points customer’s face when using online platforms.

In 2013, Budget Direct refreshed its brand and with it, completely redesigned their website. The brand’s in-house marketing and digital team turned to Adobe Experience Manager as a platform to power its new website. Adobe Experience Manager allows Budget Direct the flexibility to deliver engaging, personalised experiences for their customers no matter where they are located, on whatever device they are using.

In the end it was pretty simple; Budget Direct was able to get ahead and win because they understood what their customers wanted and needed and delivered it extremely well.

Honda deploys Adobe Experience Manager to improve customer experience on its Website

honda

Like many multinational companies, Honda’s website involves various different editors and content creators from around the globe. They needed to create an environment that would manage workflow and processes seamlessly. This is why Honda, with the help of Adobe partner NS Solutions Corporation, has chosen to deploy Adobe Experience Manager to operate their large-scale global website and strengthen brand value by improving customer experience.

Adobe Experience Manager, which sits within Adobe Marketing Cloud, will aid Honda’s website management, unify content and to enable their One Source Multi Use content strategy, which aims to help increase efficiency by recreating the same content across diverse media. The solution is also expected to boost security by appropriately handling critical information.

By enhancing more efficient digital content use, Honda now expects the website to deliver a stronger return on investment.

Check out the website yourself: http://www.honda.com/

Top 5 Areas Where Marketers Are Allocating Funds in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

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From Sales Zero to Hero: Digital Optimisation can change your website

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.