Adobe Digital Dialogue

April 4, 2017 /Digital Marketing /

Digital marketing: a constant state of change

The impor­tance of dig­i­tal chan­nels for busi­ness is no longer in dis­pute as more and more com­pa­nies are find­ing their audi­ences online. For the past sev­en years, Adobe has con­duct­ed an annu­al sur­vey to explore trends and pri­or­i­ties in dig­i­tal mar­ket­ing and under­stand where the mar­ket is head­ed.

Unsur­pris­ing­ly, we are see­ing that those clients with con­sis­tent mes­sages across all dig­i­tal chan­nels are see­ing a greater return on their invest­ments. The prob­lem, how­ev­er, is that these organ­i­sa­tions rep­re­sent a small per­cent­age, while most com­pa­nies are still try­ing to fig­ure out how best to pri­ori­tise their next moves.

In analysing this year’s sur­vey data we iden­ti­fied four key areas that are essen­tial to the strate­gies of the most dig­i­tal­ly mature com­pa­nies. Keep in mind, how­ev­er, that no sin­gle ele­ment is more impor­tant than anoth­er – each needs to be in bal­ance with the oth­ers to sus­tain your business’s online suc­cess.

The four areas com­pa­nies are focus­ing on to accel­er­ate their matu­ri­ty are:
• data-dri­ven mar­ket­ing
• cus­tomer expe­ri­ence
• mobile
• cross-chan­nel mar­ket­ing.

Take a moment to review the report, Four Essen­tial Ele­ments for Dig­i­tal Matu­ri­ty, for in-depth infor­ma­tion about the sur­vey results.

Today, how­ev­er, I’d like to look at the best prac­tices tied to these four key areas that bub­bled up through the sur­vey results.

Let’s get start­ed.

Data-dri­ven mar­ket­ing

What are the best prac­tices for build­ing cus­tomer intel­li­gence through data-dri­ven mar­ket­ing? These prac­tices can help your organ­i­sa­tion use data to gain insights into your cus­tomers and turn this knowl­edge into action:

• Use cus­tomer data to under­stand and per­son­alise each individual’s jour­ney.
• Invest in pre­dic­tive ana­lyt­ics.
• Cen­tralise your data to accel­er­ate insights and for ease of acces­si­bil­i­ty.
• Inte­grate exter­nal and offline data to enhance your audi­ence seg­ments.

Cus­tomer expe­ri­ence

What are the best prac­tices for ignit­ing brand loy­al­ty through the cus­tomer expe­ri­ence? These prac­tices can help you cre­ate more mean­ing­ful expe­ri­ences and move your organ­i­sa­tion for­ward in dig­i­tal matu­ri­ty:

• Think of every touch­point as a brand con­nec­tion.
• Devel­op con­tent with the customer’s needs in mind.
• Work to devel­op a rich cus­tomer pro­file.
• Auto­mate the deliv­ery of your per­son­alised con­tent.


What are the best prac­tices for breath­ing new life into mobile? These strate­gies will help your organ­i­sa­tion pre­pare for a mobile-only world:

• Make mobile a pri­or­i­ty by invest­ing in mobile chan­nels and appli­ca­tions.
• Cre­ate ded­i­cat­ed mobile sites and apps.
• Use data to deter­mine the val­ue your mobile chan­nels deliv­er.
• Use data to under­stand valu­able mobile con­tent and ser­vices.

Cross-chan­nel mar­ket­ing

Final­ly, what are the best prac­tices for a more flu­id cus­tomer jour­ney through cross-chan­nel mar­ket­ing? These prac­tices will help start your organisation’s con­ver­sa­tion about deliv­er­ing a con­sis­tent mes­sage across all chan­nels:

• Invest in tech­nolo­gies, process­es and tools for con­nect­ing at every point in the cus­tomer jour­ney.
• Adapt your mes­sage for each chan­nel while ensur­ing a cohe­sive sto­ry across all chan­nels.
• Inte­grate your sys­tems and chan­nels to share data as well as con­tent and assets.
• Invest in tools to under­stand your customer’s jour­ney.

Achiev­ing dig­i­tal matu­ri­ty isn’t easy, and your com­pa­ny is not alone in this process. No com­pa­ny that par­tic­i­pat­ed in the Adobe sur­vey had achieved total matu­ri­ty, and they may nev­er – the dig­i­tal world is evolv­ing faster than most busi­ness­es can adapt. But the ones at the mature end of the spec­trum have invest­ed in well-defined plans with every inten­tion to improve in all areas across the dig­i­tal matu­ri­ty spec­trum.

I’ve cov­ered some high­lights, but I invite you to down­load the 2016 Adobe report, Four Essen­tial Ele­ments for Dig­i­tal Matu­ri­ty, and read the results in more detail. I invite you to join me in con­tin­u­ing the con­ver­sa­tion and share your per­spec­tive: @rigbyscott

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