Effec­tive dig­i­tal mar­ket­ing requires the abil­ity to test and opti­mize con­tent while pro­vid­ing a high-quality branded user expe­ri­ence. Today we’re tak­ing a closer look at how to bring greater flex­i­bil­ity to your tar­get­ing efforts using Adobe Tar­get, focus­ing on the abil­ity to empower mar­keters to deliver tai­lored con­tent with­out jeop­ar­diz­ing the deliv­ery of their webpages.

Ensur­ing the integrity of web­sites can be chal­leng­ing with typ­i­cal tar­get­ing tech­nolo­gies that deliver des­ig­nated con­tent to an area of a page – only to dis­rupt the over­all look of the page. Unfor­tu­nately, most providers of test­ing and tar­get­ing solu­tions limit their users to a “sin­gle line of code” approach, where JavaScript code is inserted at the top of the page to affect des­ig­nated places lower on the page. While this approach is some­times enough, it also comes with the risk of impact­ing the flow of the entire page. Depend­ing on the con­tent pulled in and the qual­ity and struc­ture of the code on the page, the user expe­ri­ence can be com­pro­mised, poten­tially impact­ing a page’s look and nav­i­ga­tion, and ulti­mately, revenue.

This approach can cause some inter­nal frus­tra­tion as well. The IT team has no insight into what code is chang­ing on the site, and they can quickly start view­ing the mar­ket­ing team as “hack­ers”.  For some orga­ni­za­tions, this lack of trans­parency can be a prob­lem, but for oth­ers it’s the sim­ple and pre­ferred route. It really depends on your organization.

Adobe’s solu­tion to address­ing this chal­lenge is offer­ing a flex­i­ble site imple­men­ta­tion solu­tion.  You’ve prob­a­bly heard of our “mboxes,” or mar­ket­ing boxes, which are sim­ply JavaScript meth­ods to com­mu­ni­cate to a page to change con­tent and track user behav­ior. Tra­di­tion­ally, these have been regional—the mar­keter or IT per­son iden­ti­fies a spe­cific piece of con­tent on the page to change, but that’s only one option. Adobe Tar­get also enables a sin­gle line of code imple­men­ta­tion. Just one mbox is deliv­ered at the top of the page, and all of the code required for changes on that page is included.

This allows for the best of both worlds. When you want to act quickly and test a new piece of con­tent that you hadn’t planned for, you can deliver an offer through a sin­gle line of code, or global mbox, at the top of the page. But, when there are cer­tain areas that you know you will con­tinue to opti­mize, why mod­ify the entire page when you only want to mod­ify one ele­ment? This works par­tic­u­larly well for hero images, prod­uct rec­om­men­da­tions, call to action but­tons, and more. When it’s fea­si­ble, using regional mboxes to change as lit­tle con­tent as pos­si­ble is a safer approach to test­ing and targeting.

Another con­sid­er­a­tion with imple­men­ta­tion is load time.  When­ever a call is made from a site to a server, net­work latency mat­ters. With the Adobe Tar­get glob­ally dis­trib­uted EDGE net­work, opti­miza­tion deci­sions are made geo­graph­i­cally close to the end user in the most effi­cient way pos­si­ble. Large enter­prise cus­tomers trust this deliv­ery, with 4 out of the 5 top finan­cial insti­tu­tions and 8 out of the 10 top retail­ers all using mboxes. Over the last nine years, Adobe Tar­get made the net­work invest­ments to ensure excel­lent per­for­mance world­wide. The result: impact to page load time is only a few mil­lisec­onds, offer­ing the speed today’s sites requires with­out jeop­ar­diz­ing the over­all look and expe­ri­ence of your pages.

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