The results of Adobe’s 2016 Digital Marketing Survey give insights into how data is being used to create targeted online experiences
Tech Trends was recently invited to the Adobe customer experience conference. At the rather swanky event at the Ham Yard Hotel in Soho, they announced the results of a 2016 survey conducted among 735 digital marketers from the United States, Canada, United Kingdom, France and Germany.Adobe's survey provided insight into digital marketing strategies Click To Tweet
The survey provided insight into the priorities, strategies, and future direction of digital marketing in a variety of sectors such as media and entertainment, retail and commerce, travel and hospitality, among others, and uncovered some interesting trends:
Almost 90 percent of survey respondents rank creating a connected experience and campaign orchestration as a top priority. And 88 percent say they’re focusing on having the right tools to help them meet customers where they are at any given moment.
It is a fascinating report that shows how big businesses are mobilising resources like never before to stay as close as possible to the bleeding edge of technology. Although acknowledging that many businesses have so far lagged behind in terms of leveraging technology, they are now rapidly adopting the use of AI, machine learning, predictive data analytics and Customer Relationship Management (CRM) tools.
Leading companies are realizing the importance of using algorithmic attribution based on advanced statistics and machine learning to measure the precise impact of each marketing touch point along a customer’s path to conversion—from display ads, to social media, blog posts and videos.
Companies are now tapping into the potential of big data to not only personalize their offering, but to understand and predict their customers’ next moves so they can reach them at the right time, with the right message.
The data that makes up your online presence improves our interactions with the world and others but it also changes how companies, brands and businesses perceive us, and has evolved the relationship between brands and consumers beyond recognition. In our recent article about analysing your quantified self we in fact discussed how the increasing quantity of personal data we produce will effectively produce a digital version of ourselves.Data has changed the relationship between brands and consumers Click To Tweet
What emerges from the report is that the biggest brands out there are pouring money into staying a step ahead of the competition by not only meeting, but anticipating consumer needs through analysing our online behaviour. The graph below quantifies this and shows that the 10 most valuable data sources for marketers include our online activity on desktop, mobile, social media and search engines.
This data is used in two ways; to draw a complete picture of the consumer, and to design predictive marketing personalized to match each person’s profile.
Data by itself isn’t all that powerful. The key is to combine data from multiple sources so you can determine the complete sequence of events that leads a customer to buy products—not just the first or last click.
This of course raises questions and presents challenges around privacy and use of personal data; Does having that much information about consumers give companies an unfair advantage? While on the one hand consumers should retain freedom of choice, on the other these technologies do offer us better, faster, easier services much more suited to our individual needs. The trick is in finding the right balance.
The most successful companies are tending towards using a single platform such as Adobe’s Marketing Cloud – which incorporates services like Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager and Adobe Audience Manager, as well as real-time dashboards and a collaborative interface – to integrate all of the processes, technologies, and tools necessary combining advanced analytics, personalization, and campaign management.
Services like this enable marketers to combine data, insights, and digital content to deliver the ideal brand experience to customers, and it gives companies everything they need to get deep insight into your purchasing habits and build personalized and unified customer experiences.The key benefit of these platforms is unifying content and UX across desktop and mobile Click To Tweet
The key benefit that these platforms bring is in unifying content and UX across desktop and mobile. Consumers want – and demand – a seamless user experience, so that whatever platform they choose to access a service from, they can access the same content and services.
Companies are taking a holistic approach with a common digital foundation and centralized marketing platform that gives them the data, agility, and the resources they need to create and deliver relevant and personalized content across all their channels and touch points.
As companies become even more digitally advanced they are studying the consumer’s digital self – i.e. their behaviours, spending habits, preferences, opinions, passions, locations and interactions – to better target and predict their future tastes and behaviour, and this trend will only become more pronounced in future as mobile technologies continue to advance.