Today at the NRF Big Show 2015, we are unveiling a series of major innovations across key areas of the Adobe Marketing Cloud that will enable retailers to engage with consumers in a more personalized and relevant manner. These include contextually relevant emails, shoppable media experiences, and new integrations across Adobe Marketing Cloud solutions:
- Contextually Relevant Emails: Email continues to be one of the most powerful marketing channels, providing the highest ROI for marketers, with a return of $39 for every dollar spent. Providing real-time personalization is the nirvana for email marketers and the best way to keep consumers actively engaged with the brand. By capturing contextual data from Adobe Target and Adobe Campaign (e.g., purchase history, interests, time, location, demographic details, etc.), marketers can now deliver emails with content that will change automatically at the time of opening—making emails more dynamic, personalized, and effective than ever before. For instance, if a consumer receives an email newsletter, the content can be optimized based on the city the consumer is in and will bring in information such as interests, time of day, geolocation, and helpful tips just as the email is opened. The content can also change while it’s in the inbox or updated later as other contextual data is gathered.
Consumers receives relevant and personalized information in an email at the time of open.
- Shoppable Rich Media Experiences: Whether it’s an interactive look-book on a tablet, a marketing video, a style guide in a retail catalog app, an in-store kiosk, a social post, or an email, Adobe is transforming each media experience into a shopping experience and making it easier for marketers to let customers “shop the look” in a highly visual way. Consumers can now buy promoted products directly from a banner or style guide with one click instead of going through several steps in the online shopping process. This new feature in Adobe Experience Manager will enable more engaging, relevant, and efficient shopping experiences and drive higher average order values and conversions than ever before. In addition, with drag-and-drop functionality, marketers can easily create, manage, and deliver shoppable media to any device, eliminating expensive developer time that would require weeks or even months to connect product data to the online shopping experience.
Consumers can view product details and add to cart without leaving the page.
Latest Adobe Digital Index findings show that consumers are looking for much more connected and consistent experiences that span online and in-store shopping. Location-aware (e.g., iBeacons) and geolocation (e.g., GPS) technologies are becoming increasingly important in the purchasing journey. In fact, 34 percent of US consumers report receiving a marketing promotion based on their location. More than half (55 percent) of consumers are open to receiving them on their mobile device while they are in a physical store. Similarly, digital wallets have seen an uptick in use since the introduction of Apple Pay. Thirty-five percent of consumers report that their mobile phone allows them to pay with their digital wallet. And 47 percent report having used their mobile phone to make such a payment.
In order to meet these growing consumer expectations, marketers must elevate the experience throughout the journey, regardless of touch point or channel. However, retailers are struggling because they often work in channel silos and lack a comprehensive 360-degree view of each consumer. With tight new integrations across Adobe Marketing Cloud Solutions, Adobe is taking a major step towards resolving those pain points today:
- Shared Audiences: A marketer can trigger an email in Adobe Campaign based on Web or physical location-based behaviors (e.g., iBeacons) captured by Adobe Analytics. Also, by utilizing an Adobe Campaign audience, Adobe Media Optimizer can create better-targeted personalized searches and display ads across devices. This is enabled by a new integration between Adobe Campaign and Adobe Marketing Cloud Core Services. Now retail marketers can create audiences within Core Services that can be shared across Adobe Marketing Cloud Solutions, giving them a 360-degree view of each consumer. Of course none of this data can be leveraged by marketers unless consumers have given express permission by opting in to receiving messages in the specific channel.)
- Seamless and Rich Content Creation: Assets designed in Adobe Creative Cloud can now be seamlessly used in Adobe Campaign. Additionally, tight integration between Adobe Campaign and Experience Manager give brands more ways to streamline content creation and deliver more personalized and rich experiences. With one click, marketers can use content from Adobe Experience Manager for a campaign in Adobe Campaign and more easily maintain brand consistency across online and offline channels. Customers can use both solutions to insert a recipient’s name, location, etc. in an email banner or to personalize products with a recipient’s name or initials on items within the email (e.g., include a customer name on towels, linens, or a sports jersey).
Today’s announcement comes on the heels of our industry-first integration for real-time remarketing, which enables marketers to reclaim lost revenue due to shopping cart abandonment. Want to learn more about how Adobe can help retailers better market to their consumers? Come join us at our booth (#3881). If you’re a member of the press, contact Melissa Lane at 617.216.5936 or firstname.lastname@example.org.
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