Adobe Summit 2018: It’s all about that (customer) base.

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Pardon our saucy title, but Adobe’s 2018 Summit was all about increasing a brand’s customer base. Whether it’s enhancing your customer’s digital experience, seamlessly tracking customer/visitor behavior or converting anonymous users to loyal customers, there was a session to cover it. Which is what makes this annual conference a very rich experience in itself for marketers around the globe.

With 332 sessions – ranging from sessions on digital strategy to tactically tying together Audience Manager, Analytics and Campaign into a single solution, there was a session for the techies and business folks alike.

No single person can attend all the sessions. Luckily for Adobe Solutions Partners like Autowoven – the Partner Day provided a huge opportunity to review the product roadmap and vision ahead of time. Many attendees we met had come in groups – with team members attending different tracks and sessions simultaneously – very smart!

Among all the sessions, labs and strategy sessions, there were a few key takeaways:

  • Adobe continues to emphasize that the (customer) Experience economy, driven by Adobe Experience Manager is the future of digital experience transformation.
  • A new¬†Experience Cloud ID Service¬†(aka People Service) that can connect real-time analytics, segments and experiences with legacy customer touch points. This is the key for unifying today’s multi-channel, multi-device customer profiles.
  • Hello Watson, meet Adobe Sensei – Adobe’s AI technology! Adobe predicts Sensei will drive automated experience curation among other tasks.
  • Migrating to Adobe’s Cloud hosted platforms while taking care of security and privacy, will take the pain away from on-premise hosting.

 

Let’s talk about how Adobe approached each of the above hot topics:

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360-degree Customer View w/ Adobe

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Also called Customer Centricity or Single Customer View (SCV), a 360-degree view of your customers is probably the single most important aspect of Enterprise Marketing.

 

Adobe Single Customer View

The Business need for SCV

Today’s enterprise organizations have a need to understand their customers at a personal, individual level to keep up with customer expectations. Traditional mass-market approaches are proven to be less effective for several reasons:

  • Today’s customers have access to multiple media and market channels and unless organizations market in all such channels, they will be at a disadvantage.
  • Customers have more choices today and expect more personalized and consistent experiences
  • Brands cannot compete on price alone because of low margins, so organizations must compete on experience and better service.

 

How should Organizations adapt?

To stay ahead of their competitions, organizations need to adapt to meet the business challenge. To become a customer-centric and experience-focussed brands require a new approach to marketing. This involves:

  • Stop organizing around product lines and break down organizational silos. Personalized, consistent experiences have to follow the customer’s experience end to end, and an organization structured in silos cannot achieve such expectations.
  • Let Information flow across the organization by breaking down Information Silos.
  • Get granular in how customer traits are analyzed and segmented
  • Use real-time and historical context to engage in interactive marketing.
  • Use Technology tools such as Adobe Audience Manager, Adobe Target, Adobe Analytics, Adobe Campaign and AEM to analyze, segment and target your customers.

 

An Adobe reference model for achieving SCV

So, how can enterprise organizations implement Adobe tools to achieve the customer-centric marketing approach?

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