New Adobe Target powers personalization at scale in milliseconds
Consumers expect every brand interaction that they have – on a website, through a mobile app ,or in a physical location – to be tailored to their individual needs and preferences. In today’s digital economy where consumers are shifting more of their brand interactions online, it can be even more challenging for brands to deliver the personalized experiences consumers value seamlessly across multiple touchpoints throughout the customer journey.
For brands to deliver tailored experiences at the right moment to the right customer, brands need actionable insights and technology that can intelligently activate those insights to deliver truly personalized experiences. New enhancements to Adobe’s personalization engine, Adobe Target, enables brands to intelligently engage customers with the right content at the right time on the right channel.
Personalization in real time
Every interaction a customer has with a brand, whether it happened last week or two minutes ago, should inform the next interaction with that brand. Regardless of whether a customer buys a refrigerator a week ago or an hour ago, that customer shouldn’t get ads for refrigerators again from the appliance retailer where they purchased the fridge.
Now, through an integration between Adobe Target and Adobe Real-Time CDP, brands can combine historical customer data with current behavior to personalize experiences across websites, mobile applications, and more. For instance, a webpage can refresh in real-time based on a call center interaction a customer is currently engaged in. Customer engagement data is collected and tied to a customer profile that is then qualified for an audience segment and delivered as personalized content – faster than the blink of an eye.
Precision targeting with model controls
A complete picture of the customer is critical to understanding them and giving them what’s contextually relevant and engaging. The more data you have, the more personalized the experience can be. However, not every campaign or offer requires a full view of the customer. With new capabilities that enable model controls within Target, available soon, brands will be able to analyze only the data that’s most relevant for their specific campaign or activity type. For example, a hotel may want to present site visitors who live within a 50-mile radius and have booked or shown interest in a weekend stay with a staycation promotion. In this case, customer attributes such as device type, weather, and loyalty status may not be beneficial and can be excluded for more precise personalization.
Personalized offers across web and mobile
How many times have you gotten a random pop-up ad with a 10% off your next purchase offer for providing your email address? Those types of promotions can be helpful early in the customer journey, but customers expect more. By combining decision management within Adobe Journey Optimizer with Adobe Target’s experience composer, real-time targeting, and experimentation capabilities, brands can deliver the next best offer for an individual on websites or in mobile applications in real-time. With Adobe Target’s visual experience composer, marketers can easily select where the offers are displayed (such as a side banner, home page banner, or pop-up ad) and augment how the offer is presented. Marketers will also be able to easily test and optimize the placement of the offers with Target’s experimentation and targeting capabilities.
Take this example: a loyal customer of a clothing retailer’s website has browsed the site for coats in the past but didn’t purchase any. The retailer has just launched a new line of coats. When the customer returns to the website, the retailer can present the customer with an offer for 20% off the new line right on the homepage banner to encourage purchase.
Although consumer expectations are high, it's not impossible to deliver the contextually relevant, seamless experiences they expect. With a complete view of the customer and the right technology in place, brands easily meet and even surpass customer expectations.
To learn more about Adobe’s personalization engine, click here.