Optimization and personalization are essential for success in every industry—it’s as simple as that. No matter your business, channel, or ultimate end goals, optimization can and should be a key piece of your strategy. And over the next six weeks, some of the best optimization and personalization minds from Adobe Consulting will be rolling up their sleeves and sharing some tips, tricks and insights from the trenches to help companies across a host of industries push harder, faster and into the next level of maturity.
Each of these roundtables will shine a light on the color and character of some core industries and how the marketers, analysts and key decision makers are making optimization a major piece of their digital marketing practice. What’s interesting is, while these industries are incredibly different, many of the themes that have emerged have significant overlap. Despite their unique needs and divergent end goals, marketers in every industry seem to be tackling some of the same challenges and navigating towards the same wins. Some examples?
Customer Experience Optimization
Regardless of the industry, creating a positive customer experience and easy-to-use digital interactions results in loyalty, retention and increased conversion. Why? In today’s paradigm a company’s brand is the sum of its cross-channel user experiences. Every brand should have a vested interested in leveraging optimization best practices to maximize each and every customer touch point.
Leveraging Personalization to Boost ROI
Brands today have significant access to customer data and, from that, can test data points and segments to see which characteristics define audience behaviors. Once these segments, personas, and individual attributes are identified, optimization methodologies can build actionable content strategies to create meaningful content personalization. Regardless of the industry, personalization ensures a customer connection that leads to deeper relationships and measurable upticks in sales and revenue. You could be an auto brand, an Internet service provider, an e-commerce site, or anything in between—no matter your industry, utilizing optimization tools to develop and execute your personalization strategy will boost your ROI.
Mobile, Mobile, Mobile
Last but not least—and likely no surprise here—creating a mobile-first strategy was on the tip of everyone’s tongue, from industry to industry. Although it’s not a new technology mobile is quickly surpassing desktop in terms of consumer interactions. So the million-dollar question: how do brands build meaningful connections with customers in this new world order? How are companies in every industry going to create mobile-first strategies that resonate? And, underlying all of this, how can we begin to understand customers’ needs across divergent mobile platforms? One thing’s clear: every industry will be looking to best-in-class optimization and personalization strategies to ensure they win big this year.
So those themes were consistent—but what unique considerations emerged from our industry-specific conversations? Our Adobe Consulting optimization and personalization experts surfaced countless tips and tricks across their respective industries and, while there’s much more to come over the next few weeks, these are some of the ideas that inspired me. Check back for the industry-specific deep dives throughout the coming weeks.
Travel and Hospitality
The travel industry is jam-packed with exciting opportunities and developments on the optimization and personalization front. But, before any of this can really matter, travel and hospitality brands need to commit to evolving and innovating—and that means smashing through old communication models and ensuring brands are connecting with digital-savvy travelers both on property and off with digital and physical experiences that resonate.
Brands are combatting low volume by making bigger, bolder changes and using blended success metrics to understand return on investment (ROI) and other key performance indicators (KPIs). The real optimization story in 2016? Go big or go home, at least when it comes to B2B.
Although the financial industry roundtable led to plenty of interesting tips and tricks for maximizing KPIs, our experts found that in this space ensuring a successful and scalable organizational approach to optimization is key to success. What’s it all about? In short, maximizing financial optimization opportunities is all about garnering clear alignment across business units and governance process to help cut through the red tape.
How can’t you tap into optimization and personalization strategies in the retail space? In this consumer-centric moment in time, retail brands need to focus on building loyalty across all channels. More and more customers are shopping for the same products across multiple bands literally at the same time. Maximizing that brand loyalty—and, with it, ease of use and connectedness—will make or break the future of many companies. How to win? With best-in-class user experience optimization and personalization strategies that resonate.
Our auto experts weighed in on a number of great optimization processes brands that dealers can leverage right now. The most important next step, from where I sit? Creating a mega-conversion metric that extends across your digital properties as well as dealer lots. The auto buying experience doesn’t start on a desktop site and end with a dealer visit—this one’s far from a linear journey. Given consumers’ constant bouncing from mobile to dealer to desktop and back again, that mega metric can help maximize the value of your optimization efforts by following customer journeys no matter where they lead.
Our Telco experts stressed that in their competitive landscape leveraging user experience optimization to improve the selection, conversion and self-service funnel drives customer loyalty. Optimization can also be used to improve product bundling design and value proposition, so your products resonate with shoppers.
Again, more to come on each of these industries in the next few weeks. Thanks to these optimization pros and moderators Christi Terjesen and Kaela Cusack for weighing in on some exciting topics—without a doubt, 2016 is going to be a banner year for optimizing and personalizing across all industries.