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 optimise it across audience segments, scale and manage ad campaigns and analyse 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 modelling 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 behaviour 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. Experience Manager lets us create modular, scalable content that is search-friendly and can be personalised 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 analysing each customer’s behaviour 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, personalised 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 behaviour, demographic and other characteristics, we can suggest personalised 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 to 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 optimise our success at every step.
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Use and Renew
As a prospect becomes a customer, we begin the important retention process. We can send content based on a customer’s behaviour within the first few days, whether that content is training, inspiration or news. And it’s always personalised for each customer, enhancing their experience.
Adobe Analytics plays a main role in retention, drawing in data from current customer behaviour and gaining more information about each user. This then lets us refine our personalisation efforts, using Adobe Campaign to deliver the perfect personalised message at just the right time — in both the short and long term and through a variety of channels. And we’ve even started using our new Adobe Experience Platform to help create a real-time profile that our customer success agents can use to deliver much better service.
Learn more about Experience Cloud and campaigns that drive loyalty