Adobe Digital Dialogue

The Writing on the Wall: An Ever-Fragmenting Audience

Frank Alexander, Senior Account Manager, Adobe Marketing Cloud, SEA & India – LinkedIn

eeeWhen I’m out in public these days, I can’t help but notice that so many people have stopped looking up when they’re walking. They’ll navigate sidewalks using their peripheral vision, all the while keeping their heads and eyes fixed on the glowing rectangular devices in the palms of their hands.

You can thank Steve Jobs and Apple for introducing products to us we didn’t realize we wanted or needed until they made their debut, we owned them, and they quickly became extensions of our limbs– this goes for the iPod, iPhone, and iPad alike. You can thank Google for introducing Android and the various electronics manufacturers of the hardware it runs on. As a human being, something inside me hopes that one day these folks will put down those devices and start making eye contact again, but as a digital marketer the writing is on the wall and has been for some time: we should be doing everything in our power to capture and retain consumers’ ever-fragmenting attention wherever they are, whenever we can.

A one-size-fits all approach won’t and can’t accomplish this, you need to have a strategy to target and personalize content to your audience.

Join me on July 18th in Singapore at the Marina Bay Sands for the Adobe Digital Marketing Symposium to see how some e-tailers and a telecommunications giant stopped thinking and started doing. We take a look at the small changes they made that led to big impacts on their respective organizations. Register now as seats are limited.

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