Deliver omnichannel excellence with Adobe Journey Optimizer’s expanded channel capabilities

Picture your customers navigating a maze. Each path represents a different way they can connect with your brand — through channels like email, web, in-store or a mobile app.

Here’s the challenge: While many marketers think they’ve laid out a clear path to engagement, customers often feel lost and bombarded with messages that don’t quite hit the mark. In fact, a recent survey found that while 91% of marketers believe their company prioritises customer needs and co-ordinates customer interactions with marketing engagements, 69% of consumers feel they are getting too many messages and notifications from brands. This gap creates a perfect storm of frustration and missed opportunities.

Overwhelmed by a flood of generic content, customers are tuning out. The reality is that personalisation isn’t just about what you say — it’s about how you say it and, crucially, where you say it. Adobe Journey Optimizer gives you the power to pick from various channels, like inbound or outbound or to trigger third-party systems, providing the flexibility to choose the right channel for every interaction. In fact, Journey Optimizer continues to expand channels with innovative capabilities like guided channel set-up, web experiences within journeys, content cards, code-based experiences within journeys and multilingual messaging. This vast repertoire of channels increases the number of ways to engage your customers. For this reason, brands have a golden opportunity to act as a guide to their customers by taking them exactly where they want to be.

Let’s dive deeper into how these new features help brands enhance customer engagement.

Guided channel set-up — streamline your web and mobile set-up

Guided channel set-up in Journey Optimizer offers an intuitive step-by-step process for configuring web and mobile channels so that brands can communicate with digitally forward customers. For example, a tech-savvy professional would respond well to financial tips in-app or through a personalised web experience or to pre-approved loan offers from their bank that align with major life events. Guided channel set-up helps bring these types of use cases to life by reducing complexity and automating the mobile SDK and channel configurations. Marketers will have quicker access to start the campaign and journey creation.

Web experiences in journeys — deliver personalised content to web customers

After automating the steps in guided channel set-up, brands can quickly launch web experiences as a touchpoint on the journey canvas in Journey Optimizer. This allows marketers to deliver truly personalised experiences at the right point in the customer journey. For example, a retail company can create a journey that triggers an exclusive offer on webpages that a trendsetting shopper is browsing.

Content cards — embed dynamic, relevant messages directly within your mobile app and web channels

Content cards are a new and exciting feature within the Journey Optimizer campaign and journey workflows. Content cards deliver relevant and engaging content within the mobile app and web channels. This feature enables marketers to present embedded rich media through non-intrusive messages to enhance the customer’s experience. For example, a product manager can use content cards to nudge customers through the in-app onboarding process, showing the next steps, unique features and enticing rewards within a content feed, banners or carousels.

Code-based experiences in journeys — expand your channel reach and personalisation with granular control

Code-based experiences expand the possibilities for how brands seek to personalise messages to their customers. Developers or product teams can compose static or dynamic content within the personalisation editor (a non-visual interface) that can be delivered across web, mobile, TV, loT devices, kiosks, ATMs, petrol station screens and more. Brands with technical expertise can use this code-based channel to strive for deeper personalisation using HTML and JSON code payloads.

Multilingual messaging — automate language personalisation for seamless cross-regional engagement

Multilingual messaging makes it simple for marketers to effortlessly translate content directly within email, push or SMS channels for journeys and campaigns. Brands have the flexibility to either import pre-existing multilingual content or customise messaging options based on locales. For example, marketers can create localised content by associating language preference with the customer profile, such as delivering an email with auto-translated messaging for Mexico, Germany and Japan.

Customers expect more than just messages. They seek timely and personalised interactions across every touchpoint. Without a clear strategy and access to the right mix of channels, brands risk leaving customers confused, leading to missed opportunities and disengagement. Journey Optimizer gives brands the tools to act as a guide, delivering the right message on the right channel at the right moment. With innovations like guided channel set-up, web experiences in journeys, content cards, code-based experiences and multilingual messaging, brands can meet their customers precisely where they are — whether they’re browsing online, exploring in-app or interacting with multiple touchpoints.

Omnichannel excellence isn't just about being present across channels — it's about orchestrating experiences seamlessly to enhance every step of the journey. With Adobe Journey Optimizer, your customers will no longer feel overwhelmed or lost. Instead, they’ll experience a journey where every interaction feels like it was designed just for them, resulting in lasting engagement and brand loyalty.

Learn more about how Adobe Journey Optimizer can support a range of native channels.

Ariel Sultan is a product marketing manager for Adobe Journey Optimizer. She combines her MBA from NYU Stern School of Business with an entrepreneurial background, having founded a video production and content marketing company. Her multifaceted expertise, shaped by roles with an outdoor apparel brand and in advertising, comes through in her experience creating branded content for globally recognised customers in the retail, travel and consumer goods industries. At Adobe, Ariel Sultan applies her experience to enhance product value and customer storytelling.

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