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One week ago today, we announced the new Adobe Target! And we unveiled this new way for marketers to optimize digital experiences at Adobe’s Digital Marketing Symposium at Metreon City View in San Francisco the same day. Now, the waiting is almost over: at the end of this month, marketers will have the opportunity to experience a new way of using the industry’s leading optimization solution.

In terms of Symposium, what a great event! We were joined by Jordan Johnson from Southwest Airlines, who impressed a packed theater of marketers as they munched away on Red Vines, and wished they could be just like Jordan! Okay that might be an exaggeration—but almost everyone was either furiously taking notes or snapping pictures of Jordan’s slide with their smartphones. Why? In addition to being Adobe’s Marketer of the Month, Jordan (and Southwest) just gets it. In a relatively short time, he’s grown an amazing optimization program. From A/B testing to “total targeting”, including targeted email marketing and dynamic ad targeting, Jordan repeatedly demonstrates wins. My takeaway from Jordan: “If you’re not targeting, you’re not (really) testing”. This happens to be the Adobe Target team’s mantra, too, and one we hear from our most successful customers.

Speaking of Adobe Target, as we approach the final stretch before we hit general availability with our new testing & targeting interface, I want to acknowledge the enthusiastic participation and input from all our beta testers around the globe. You’ve helped us refine the product and provided great suggestions. We’re super-excited to be in the final stages as we head toward the release and we couldn’t have done it without you! We’ve had some great initial feedback from customers and analysts. In particular, everyone really likes our new guided workflowvisual experience composer (my personal favorite) and Adobe Marketing Cloud integration—this last one is going to make it really easy to collaborate and share your wins in your virtual trophy case.

  • Here’s what Brandon Camp of Ancestry.com mentioned in our announcement about the new release: “Adobe Target has always been great at enabling us to execute complex tests. The new version expands on that strength, but also allows us to rollout high-volume tests with little overhead. Now, we can knock out quick wins without sacrificing the big tests that change the way we do business.”
  • Upon seeing the new Adobe Target interface, Patricia Seybold Group’s Sue Aldrich posted that, “Adobe has made great strides with Target in this release” and is removing “substantial barriers to your continuous improvement efforts”.

I look forward to sharing customer successes as we roll out the new Adobe Target, and to introducing new innovations over the coming months! Stay in touch.

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