The customer experience is the holy grail for maximum advertising success. If it was up to the experts in the international marketing sector, exciting customer experiences would have been incorporated into marketing campaigns long ago. Indeed, the marketing industry has focused on the customer experience for several years, and it will be one of the main focuses at this year’s dmexco.
However, an immense gap still exists between theory and practice because few have actually tackled the new customer experience. Why is this the case? Because few companies have sufficient data to meet their customers’ needs. According to a recent Adobe study, only one in five companies combine different data sources to obtain a 360-degree view of individual customers. Marketing experts should know by now that unless they really know their customers, they won’t be able to provide tailored customer experiences.
Silo Structures and Heterogeneous IT Systems
In many companies, the customer experience is threatening to fail because of the data silo structure. Two-thirds of the companies in the Adobe trial have been identified as having data that’s restricted from any type of central access. Modern tools already exist to support seamless, fast, and efficient cooperation in cross-channel marketing. Given the huge demand for content, which is accelerated through more precise segmentation and a more individualised approach, the cooperation of formerly independent parts of a company is rapidly gaining importance. Finally, this content must be creatively and efficiently driven and optimised where necessary.
In addition to structural problems, heterogeneous IT systems can become data prisons in daily practice. Almost every European company is using different technologies to capture and analyze customer data. This often results in data islands, which prevent a holistic view of the customer and destine data-optimised marketing to failure from the outset.
UBS Relies on a Standardised Data Platform
One company that has risen to the challenge of data-optimised customer communication is the international bank UBS. Using Adobe Campaign, the financial institution has managed to consolidate data from multiple marketing systems used by different internal teams and agencies worldwide with various reporting and analysis solutions.
Manuel Niess, who is responsible for digital channels within UBS’s Group Channels Marketing and Communication Services, explains: “We are working towards having an integrated view of our users across all web, mobile, and even offline interactions to be sure that our offers are coordinated and consistent, In this way, we can begin to more fully own our email strategy and offer more personalized content across the customer journey.”
Smart Data and Customer Experience Belong Together
Practical examples like this confirm: Modern marketing tools help companies successfully create exciting customer experiences. Also clear is that these solutions need data. Even the best techniques cannot run on their own. Companies must supply the correct data to drive personalised communication across all channels.
Suresh Vittal, Vice President of Marketing Strategy at Adobe, and Andy Gall, CTO of Red Bull Media House will discuss the data-optimised customer experience of the future at the dmexco Fireside Chat “The Future of Experience” (14.09., Congress Hall, 13:45pm).
Timo Kohlberg, Product Marketing Manager at Adobe, will describe the growing influence of data in content marketing in the “Leading the Business Experience Wave by Turning Data and Content into Context” seminar (15:09., Seminar 4, 10:00am).
Adobe will present specific application examples from its Experience Business at its dmexco exhibit (A011 B016) in Hall 7.
Adobe experts will be available at dmexco for personal conversations. Make your appointment with us now!