Personalisation

Using real-time cus­tomer pro­files and broad acti­va­tion to cre­ate per­son­alised expe­ri­ences.

Con­sumers expect con­ve­nient, tai­lored ser­vices and mes­sages. But tra­di­tion­al finan­cial insti­tu­tions con­tin­ue to lean on cold email blasts, click­able ban­ners, and blan­ket offer­ings. These aren’t the foun­da­tions for real, endur­ing rela­tion­ships — not when those they’re reach­ing are becom­ing increas­ing­ly savvy toward mar­ket­ing tac­tics and are wary of how mar­keters use their data.

Toc­cara Bak­er explains how brands can reach the right audi­ence through tar­get­ed dis­play adver­tis­ing, dynam­ic con­tent on their com­pa­ny web­sites, and per­son­alised direct cam­paigns.

For mar­keters , the warm weath­er presents the chance to con­nect with their audi­ences in a high­ly rel­e­vant way, through per­son­alised engage­ment at an indi­vid­ual lev­el. This is now pos­si­ble with Trig­gered Jour­neys.

Con­sumers today have very high expec­ta­tions of their shop­ping expe­ri­ence, and those retail­ers that meet these expec­ta­tions excel. How­ev­er it’s key that as a brand you own the whole cus­tomer jour­ney, from engag­ing con­tent that is per­son­alised through to a fric­tion­less shop­ping expe­ri­ence fol­lowed by an infor­ma­tive post pur­chase expe­ri­ence.

Earn­ing the right to gath­er cus­tomer data should be a top pri­or­i­ty for busi­ness­es. But brands should also ensure they are trans­par­ent and eth­i­cal in the way they col­lect data, as fail­ure in either area will quick­ly erode cus­tomer trust.

Look­ing back at this year’s Cannes Lions, a word that comes to mind is “den­si­ty”. Nowhere else in the mar­ket­ing and adver­tis­ing indus­try will you find such as dense con­cen­tra­tion of peo­ple, ideas, and cre­ativ­i­ty.

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Today, we’re intro­duc­ing a series of enhance­ments to Adobe Tar­get at EMEA Sum­mit. This includes a new mobile-ready work­flow and mobile app visu­al expe­ri­ence com­pos­er (VEC).

Join experts from Adobe and lead­ing brands for inspir­ing dis­cus­sions at Adobe Sum­mit EMEA about how your mar­ket­ing and IT organ­i­sa­tions can build and man­age expe­ri­ences for greater con­tent veloc­i­ty and cus­tomer engage­ment.

How do brands go about orches­trat­ing and per­son­al­is­ing each and every expe­ri­ence across chan­nels? This will be the focus of the Email and Omni-chan­nel Mar­ket­ing track at our upcom­ing Adobe Sum­mit EMEA 2019.