Posts tagged "Adobe"

From Sales Zero to Hero: Digital Optimisation can change your website

Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn

For most businesses these days their website is a primary and significant sales tool responsible for a large percentage of business revenue. It is the online digital sales person of the business and it interacts with more customers each day then the best human sales person could ever hope.

Yet the vast majority of businesses operate with an online sales tool that is completely oblivious when it comes to this interaction – making it the biggest Sales Zero in the business!

Digital Optimisation is the practice of turning your businesses’ most critical sales channel – your website – from a sales zero to visionary sales hero. It does this by infusing sophisticated artificial intelligence and leveraging hard data and insights to respond to an individual users’ characteristics. Businesses that run even basic optimisation programs enjoy 10-30+% gains in online sales activity and digital expenditure. The data and insight can be utilized to measure lift and return in investment from online expenditure in real world dollar amounts.

Optimisation spans two distinct yet intimately related disciplines: testing and targeting. Testing is the process of understanding user behavior. This is achieved by monitoring the performance of different variations of content against different groups of users. By quantifying just how well a variation of the ‘default’ experience performs, you begin to answer the fundamental yet critical business questions: How effective is my digital marketing at a granular level? What is the return on investment from the digital marketing expenditure on this particular campaign or channel? What are the most valuable user groups or ‘segments’, what are the least valuable, and how can we close the gap between them? Most importantly, how can we create a better experience for our customers?

There is no such thing as bad test. Thomas Edison, the inventor of the light globe famously said when he was testing different versions of his light globe, “I have not failed. I’ve just found 10,000 ways that won’t work.” Even negative lift or underperforming experiences teach us something: they teach us what not to do. I always say that this is just as important, if not more so, then undertaking what actually works.

Targeting is the process of responding to that understanding; to deliver the right content, promotions, and experiences to the right segments at the right time. It is about connecting the user with the content he or she wants to consume, when they want to consume it.

Optimisation should be key to any business conducting online marketing. An integrated continuous optimisation program allows businesses to utilise hard data to understand how visitors (prospects!) react to different marketing campaigns, promotions and experiences and use that data to deliver targeted and meaningful content.

This optimised visitor experience vastly increases the likelihood of a visitor performing an action that is valuable to a business such as a sale, a sign-up or a lead generation.

Optimisation can provide unprecedented insight into user behavior. Different users and groups will respond completely differently to one promotion then another. Some people like green. Some people prefer blue. Some people want to research your product before they purchase. Some just want to buy and then go to lunch early.

The data provided by optimisation programs can provide valuable and sometimes surprising information about your customers purchasing behaviors. This new-found understanding can provide a wealth of information about which campaigns are effective, which products are popular with who, and which clients are interested in certain services.

Smart optimisation organisations can make informed decisions about digital marketing budget allocation and campaign prioritization creating strategic, effective long and short term tactical programs for all digital marketing efforts.

Adobe Campaign joins forces with Adobe Experience Manager to give great customer experience and drive customer loyalty

Adobe is kicking off 2014 by announcing the latest release of Adobe Campaign which will provide marketers more scale and sophistication for cross-channel marketing programs. Today’s  announcement follows momentum from the acquisition of Neolane,  the rebranding of Adobe Campaign and our new simplified pricing and packaging strategy.

In the new release, Adobe Campaign will join forces with Adobe Experience Manager allowing marketers to create a seamless and personalised customer experience. The integration will permit marketers to work from a single digital asset management repository and integrate data from both anonymous visitors and identified customers.

Adobe Experience Manager is a world-class web experience management solution, and a Leader in the most recent, relevant  Gartner and Forrester reports while Adobe Campaign is a Leader in cross-channel campaign management in Forrester. The integration of both solutions combines the best content with cross-channel customer engagement.  This means we can now deliver personalised content to each customer at the right time through the right channel, while driving customer loyalty.

Creating quality content has always been a major challenge for marketers. It’s even harder to utilizing that content within the same marketing tools. Until now,  marketers have had to work with external agencies or different organisations,  using manual processes or an external content management system, that do not allow them to execute messages or make changes easily. Now, with the integration, marketers can simply create an email, embed dynamic personlisation fields into the content, publish and execute the content across multiple channels all within a few clicks.

In addition to the integration of Adobe Campaign and Experience Manger within the Adobe Marketing Cloud, the latest release of Adobe Campaign also features:

  • Real-time marketing and scalability enhancements
  • Improvements in distributed marketing for local entities
  • Reporting enhancements for transactional messaging
  • German language support
  • More technical platform enhancements

Interested in learning more? Visit the Adobe Campaign page and check out our new explainer video. You can also check out Patrick Tripp’s blog here.

Take the Journey from Lists to Conversations

Why digital channels demand it, and your customers will love it

With its roots in direct marketing, campaign management is very mature. But just as we got good at building better and better lists, the game has changed.

This webinar will touch not only on the challenges posed by ever more fragmented paths to purchase, but will focus on what we can do about it. When the game changes, an opportunity opens up to not just adapt faster than the competition, but to provide experiences that really delight your customers at every touch point, reinventing the way you engage them.

Key Points that will be covered in this session:
• Marketing Insights based broadcasts to cross channel customer centric conversations
• The importance of trigger based and event based communication for real time marketing
• Blurring the lines between Campaign Marketing and Digital Marketing
• Technologies role changing from barrier to enabler
• What does doing it right look like : Examples and Case Studies

Date: 16 January 2014, Thursday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am - 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines,Perth
12.30pm – 1.30pm Korea
2.00pm – 3.00pm Adelaide
2.30pm – 3.30pm Australia (Sydney, Melbourne,
Canberra)
4.30pm – 5.30pm New Zealand

Format: Online Webinar

Putting the Strategic back into Campaign Strategy in a Digital World

Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn

23cf90cWe all know that digital marketing campaigns add new, incredibly powerful capabilities to traditional marketing methods due to their ability to offer a two way interaction between the marketer and consumer.

The one-size-fits-all approach to digital marketing is dead; users now expect completely dynamic, reactive and intelligent web site experiences.

However this creates an incredible challenge for marketers responsible to develop and deploy and managing campaigns in such a fluid environment.

Traditional campaign strategy methodologies are developed for one-way communication mediums such as TV, radio and print. To truly take advantage of the new capabilities afforded by two-way digital experiences new methodologies must be developed and applied.

This same approach is just as powerful in the digital marketing world. But smart digital marketers know that they can augment the traditional method of segmentation strategy with a new age understanding of user behaviors and variables to deliver even more specialized and targeted campaigns.

To this end I have been experimenting with a new methodology I call User Intent Scoring. It is designed specifically to address the challenges digital marketers face when developing tactical campaigns and provides a structured approach to developing campaign strategy and road-maps.

User intent scoring is the measure of a digital marketing campaigns effectiveness based upon the level of insight into a user’s intent strength as it relates to the campaign delivery and additionally accounts for the factors frequency and recency of the intent.

To best understand user intent scoring let’s look at some practical examples.

Let’s say you’re a customer of a financial institution and you perform a search for a specific product, let’s say “high interest credit card” you’re telling the digital marketer at a very granular level what type of product you are looking for. You are giving them a strong intent. Conversely if you simply searched for “credit card” the, now the insight you’re providing isn’t as strong and the marketer needs to apply a greater level of presumption.

This can be illustrated like so:

Search keyword targeting is the most powerful digital campaign in the world. It is the reason that Google is the most powerful advertising business in the world. However this simple digital marketing campaign is often overlooked in our own campaign strategy because it is not effectively scored or prioritized against less valuable campaign types.

Let’s examine at another digital marketing campaign type, category or product affinity. Perhaps you’re a business women looking for a new suit, you visit your favorite on-line fashion retailer’s home page and you’re presented with a 10% discount on men’s suits. You then browse to the Women’s category and browse around this category and view a several suits. You then return to home page only to receive the same promotional discount on men’s suits that you saw earlier. Due to your browsing habits you’ve actually told the digital marketer that you’re female and thus the promotion on men’s suit has no relevance for you, the website has failed to optimize the and personalize the experience for you and missed a value interaction opportunity.

Category affinity is another powerful digital marketing campaign but again it is often looked over as it is not scored or quantified as a powerful campaign type. By prioritizing campaigns using User Intent Scoring not only can digital marketers ensure they are launching and sustaining the most effective campaigns they can also ensure that the most effective and relevant campaign is delivered to the user.

Let’s look at a final example. In this scenario you are a customer of a large Telecommunications company in need a new mobile phone. You arrive on the home page of your telco and receive a promotion for a new iPhone, however you are an avid HTC and Android advocate. You perform a search for “Android” and you are presented with options for the various Android based Samsung or HTC handsets. You click on the HTC offerings and review a few options. You decide to come back to the site after pay day and buy the latest HTC. When you return a few days later the home page is optimized with an Samsung promotion based upon the earlier search you performed. However the marketer has failed to take into account the category or product affinity of the HTC handsets you looked at.

 

The Factors of User Intent Frequency scoring

The first factor of User Intent Frequency scoring is Presumption. The greater the level of presumption applied to the campaign the less the strength of user intent.

The second factor is the frequency of the behavior, how many times has a user exhibited the particular behavior. For example has a user on a banking web site visited the high interest credit card section five times but only visited the reward point card once we can determine a greater affinity toward the high interest card.

Finally we factor in recency that is how recently the user exhibited the behavior. If a user looked at a credit card five times a month ago but today they are looking at a reward point card then they are more likely to have an interest in the more recent item, but don’t discount the previous behavior, instead it should be weighted with a lower priority.

In summary, User intent is a key component for consideration when developing digital campaign strategy. Different campaigns leverage different levels of user intent and it’s important to quantify the level of user intent available during your optimization campaign development process.

APAC Digital Marketing Performance Dashboard 2013: Content & Data

In this episode of the APAC Digital Marketing Performance Dashboard 2013 video series, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the the importance of content and data for marketers.

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash