Adobe Digital Dialogue

Visionary marketers make experience their business

By har­ness­ing the com­bi­na­tion of cre­ativ­i­ty and design, data-dri­ven mar­keters have the abil­i­ty to not just con­nect emo­tion­al­ly with cus­tomers, but to amaze them through per­son­alised end-to-end expe­ri­ences.

It takes a vision­ary mar­keter to see their role as an ambas­sador of cus­tomer expe­ri­ence – to look at the end-to-end expe­ri­ence from prod­uct to sales to mar­ket­ing to sup­port. And as busi­ness­es evolve to become expe­ri­ence busi­ness­es — the oppor­tu­ni­ty for dig­i­tal mar­keters to bring togeth­er art and sci­ence has nev­er been more impor­tant.

To stand between the two, that is, bring togeth­er the best of cre­ativ­i­ty and design with data-dri­ven mar­ket­ing, is not always sim­ple, espe­cial­ly as the glob­al dig­i­tal land­scape is still devel­op­ing and tech­nol­o­gy is evolv­ing.

Mis­takes are made. Too often, I see mar­keters try to do lots of small things, rather than focussing on a few big things that will real­ly move the nee­dle towards deliv­er­ing amaz­ing expe­ri­ences. A mis­take many busi­ness­es make is try­ing new, trendy mar­ket­ing pro­grams or chan­nels for the sake of it, with­out attempt­ing to under­stand the role the pro­gram plays in deliv­er­ing a bet­ter cus­tomer expe­ri­ence.

What is shap­ing a CMO’s world?

Adobe’s glob­al 2017 Dig­i­tal Trends research con­duct­ed in part­ner­ship with eCon­sul­tan­cy shows over one-fifth (22 per­cent) of client-side respon­dents rank opti­mis­ing the cus­tomer expe­ri­ence as the sin­gle most excit­ing oppor­tu­ni­ty for the year ahead, fol­lowed by cre­at­ing com­pelling con­tent (16 per­cent).

The big tech­nolo­gies I see as impor­tant today are around con­tent cre­ation, man­age­ment and mea­sure­ment – the abil­i­ty to cre­ate the right con­tent quick­ly and at scale is crit­i­cal. Mar­keters may refer to this as con­tent veloc­i­ty.

The key is not to sim­ply make more con­tent, but to make con­tent that is mod­u­lar and flex­i­ble so it can be used to per­son­alise expe­ri­ences across mul­ti­ple devices and touch points.

In the same Dig­i­tal Trends report, busi­ness­es iden­ti­fied that in terms of the impor­tance of cus­tomer expe­ri­ence, they most val­ued plac­ing empha­sis on ensur­ing expe­ri­ences were as valu­able, rel­e­vant and per­son­alised as pos­si­ble.
This shows just how impor­tant big data is. To be able to deter­mine what is and isn’t work­ing from a cus­tomer per­spec­tive, and deliv­er not just good but excep­tion­al expe­ri­ences, mar­keters need to be empow­ered with key trends and qual­i­ty insights.

Look­ing at the hori­zon and beyond

While we are deal­ing with the here and now, it is equal­ly as impor­tant for dig­i­tal mar­keters to have one eye on the ‘next’ game chang­er.

Aug­ment­ed real­i­ty, vir­tu­al real­i­ty, and machine learn­ing are now wide­ly dis­cussed with­in the tech­nol­o­gy indus­try. The more sophis­ti­cat­ed pre­dic­tive tech­nolo­gies are increas­ing­ly under­pinned by machine learn­ing and data sci­ence.

For exam­ple, machine learn­ing is already used today for pre­dic­tive lead scor­ing look­ing at propen­si­ty to buy, either from con­sumers or busi­ness cus­tomers; as well as how past con­sump­tion and engage­ment trends can be used to per­son­alise con­tent in real-time for con­sumers.

Adobe is help­ing cus­tomers har­ness the pow­er of cre­ativ­i­ty, design and data with new solu­tions like Adobe Sen­sei; a frame­work and set of intel­li­gent ser­vices with deep exper­tise in AI and machine learn­ing built into the Adobe Cloud Plat­form.

As ambas­sadors of cus­tomer expe­ri­ence, dig­i­tal mar­keters have a very real oppor­tu­ni­ty to impact busi­ness per­for­mance. With the right vision and align­ment between cre­ativ­i­ty, design and data, mar­keters can deliv­er amaz­ing, per­son­alised expe­ri­ences quick­ly and at scale.

Adobe Sym­po­sium Syd­ney 2017 is THE place to learn how to make expe­ri­ence your busi­ness – so make sure you check out the lat­est agen­da to find the best ses­sions for you. Reg­is­ter now!

Customer Experience, Digital Marketing, Events

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