Regaining Marketing Flexibility
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.
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.
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.