From try to buy and beyond.
Our data-driven operating model is key to the transformation of our consumer business.. But the tactics we use to drive our customers through their journey and meet those KPIs are every bit as important. At each step of the way, and for every interaction we have with our customers, we use Adobe Experience Cloud to carry out our vision — to craft personal experiences for each customer that deliver on what they need.
Customer acquisition for us starts with a single goal — to get prospects to create a personal profile on Adobe.com that connects their experience across products. Or what we call an Adobe ID. To drive this, we use a number of different channels — like advertising campaigns at different levels, search marketing, and social marketing campaigns — which all push traffic to Adobe.com. Then, we use our products to create content, segment messaging to new and current customers, test and optimize it across audience segments, scale and manage ad campaigns, and analyze performance.
For example, we use Adobe Advertising Cloud for search, video, and display advertising, helping us plan, buy, measure, and automate all our advertising needs. Because Advertising Cloud takes advantage of the artificial intelligence of Adobe Sensei, we can model for clicks, cost, and revenue for different budget scenarios.
At the same time, we use Adobe Audience Manager, our data management platform, to segment our messages to both new and existing customers, so we can send the right message every time. Audience Manager also allows us to use tactics like look-alike modeling to target new customers who we think will be more likely to buy.
Finally, we can tie all the data we get from Advertising Cloud and Audience Manager into Adobe Analytics. But when it comes to customer acquisition, we’re not just looking at web traffic. We’re able to put behavior on Adobe.com in context of the entire journey, from their first interaction with us to the most recent one. And of course, since Adobe.com is built on Adobe Experience Manager, we take advantage of the power of Experience Manager to deliver exactly the content new customers are looking for. A cloud native solution, Experience Manager lets us create modular, scalable content that is search-friendly and can be personalized by audience.
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Try and Buy
While getting customers to our site is obviously important, getting them to stay and to buy is crucial. We can guide prospects to create an Adobe ID by carefully analyzing each customer’s behavior on Adobe.com and giving them the offers they want. For example, trials and other offers are promoted in meaningful ways at times when the customer is looking for them.
Once a prospect creates an Adobe ID, we can track their natural journey across different channels, identifying patterns, developing insights, and creating experiences that cater to a wide spectrum of their needs or interests. We then can provide targeted, personalized communications through our social, email, display, and search marketing channels, as well as through the in-product marketing and targeted content on Adobe.com. Based on a customer’s behavior, demographic, and other characteristics, we can suggest personalized content and products that will generate interest.
Here again, Experience Cloud is at work. Adobe Target gives us a powerful recommendation engine, and Adobe Campaign lets us orchestrate triggered communications across channels, using Audience Manager to define the right segments. Then, Experience Manager helps us create, manage, and deliver dynamic content to any user in a number of languages and countries. And Adobe Analytics works with all of these to measure and optimize our success at every step.
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Understand and anticipate
When customers engage with your brand, they want to feel valued, appreciated, and most of all, understood. Earning their loyalty requires your brand to consistently deliver digital content and experiences personalized to their unique needs throughout the customer journey.
Anticipating your customers’ next move and delivering updated content based on their engagement history is crucial—even when their last action was just minutes ago. With Adobe, you can deliver personalized digital engagement which swiftly adapts to customer behaviors in real-time. Paired with up-to-date customer profiles and AI-enhanced content creation and delivery tools, your business can create digital experiences that engage every individual.
Learn more about our Customer Journey solutions.