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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