Eva Hale's Blog: November 2017

PebblePost, the inventor of the Programmatic Direct Mail® solution, helps brands connect with consumers in a way that avoids the blowback generated by intrusive digital ads. We use programmatic technology to analyze what consumers are doing in real time on their websites — and then deliver a tangible, relevant, and personalized Programmatic Postcard™ or Programmatic Catalog™ to their homes. We provide consumers with appropriate offers that they can hold in their hands, and activate on at the time they choose.

PebblePost and Launch by Adobe form a great tag team.
The synergies between the Programmatic Direct Mail® solution and Adobe’s latest tag manager, Launch by Adobe, are palpable. By integrating with Launch by Adobe, PebblePost processes and analyzes rich customer signals from a brand’s website, so marketers have all the information needed to continue a conversation with their consumers offline. Consumers who browse a company’s products and services online — but don’t necessarily want to transact at that moment — can now enjoy an offline tangible media experience that puts the power in their hands to transact online or offline, at their convenience. In effect, Launch by Adobe helps our customers better listen to their customers’ online behavior so marketers can make advertising easy and desirable for consumers to make time for, consider, and act on.

Brands can enjoy near-instant activation.
The challenge for any adtech or martech provider is to minimize the friction that often results from adding new code to a brand’s website. Although PebblePost’s code is relatively simple, Launch by Adobe makes it even easier for brands to activate our platform quickly — and start seeing results from a Programmatic Direct Mail® campaign right away.

This could be the start of something big.
As a trusted industry leader, Adobe has the experience to help integrate new technology and functionality quickly and effectively. At PebblePost, we feel privileged to leverage that footprint, and leverage those technology integrations via Launch by Adobe. It allows us to introduce our products and services to a larger market, and to the amazing partners that Adobe is working with. Down the road, we look forward to finding additional integration points with Adobe’s products.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/pebblepost-builds-integration-launch-adobe/

Clicktale Builds Integration With Launch by Adobe

Tags are the snippets of Java Script that vendors use to collect information about web and mobile visitors; and to enable key functionality like live chat, surveys, and advertising across their global properties. As you can image, tag management used to be a long and complicated process. Tags needed to be tested, developed, managed, and updated by developers rather than by the marketer’s teams using them — creating endless tension between IT and marketing, and often taking weeks or months to deploy.

For a decade, Adobe has led the game with its Dynamic Tag Management (DTM) solution, but we’re excited about the new and stronger offering it just released — Launch by Adobe. Instead of having a closed system where Adobe dictates which tools are available and how they are injected onto your website, Launch by Adobe now offers a much more open and flexible solution that gives the control to the end user. It gives online businesses the ability to consolidate and manage tags to make marketing activities more efficient, reduce cost and improve website performance. Launch by Adobe is also open sourced and, therefore, the best equipped to meet the demands of experience-focused businesses today, and in the future.

How Clicktale is involved

We’re really excited to be one of the first companies to collaborate with Adobe on the release of Launch by Adobe. We’ve always had a strong relationship with Adobe and this phase means we can make marketers’ lives even easier and customers’ digital experiences smoother across the board.

Our Launch by Adobe Extension enhances the mapping of data elements with a view similar to the Clicktale Visual Editor interface already familiar to Clicktale customers. Visual Editor is Clicktale’s code-free environment to set up events within the Clicktale Experience Cloud. By incorporating this Visual Editor-like view into Launch by Adobe, digital marketers can achieve advanced mapping via a familiar and intuitive interface. Clicktale customers will not only have an easy transition as they leverage Launch by Adobe to set Clicktale events, but also benefit from another avenue to digital experience insights from their Clicktale data.

As part of Clicktale and Adobe’s ongoing collaboration, Launch by Adobe also incorporates a feature that will allow customers and partners to access Clicktale’s unique insights from within a data layer using Launch by Adobe data elements. This provides a convenient mechanism to augment complementary applications, such as marketing automation, voice of customer or any other system benefiting from browser data collection, with Clicktale data and insights.

Our collaboration with Adobe is very valuable for us, as it delivers opportunities for our customers. We are proud to be working so closely with Adobe on the launch of this unique platform and we look forward to the new features and functionalities that we will bring to Launch in the near future.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/clicktale-builds-integration-launch-adobe/

SEO Basics: What is conversion?

Single Source of Information for Customers

Manulife knew that its 1,200-page legacy website was unfocused and complicated for customers to use, but before committing to building a new one, the financial services company wanted to learn what customers really want. By implementing Adobe Analytics in Adobe Analytics Cloud and Adobe Experience Manager in Adobe Marketing Cloud, Manulife is now optimizing and personalizing experiences, to the delight of customers.

“Through analytics, we realized that visitors were having trouble finding the information that they were looking for on the previous website,” says Sophie Bellemare, AVP Strategic Digital Initiatives, Manulife. “That inspired us to simplify the website and provide a customer-first experience. Adobe Analytics helps us understand how our changes improve the digital experience for our customers.”

After a three-month proof of concept that yielded extremely positive results, Manulife wanted to implement the new solutions in time for its peak season. Manulife worked with Adobe Professional Services to design 11 templates and 38 components that a central team can reuse to quickly build new site content without duplicating resources or assets.

Adobe Experience Manager helped Manulife consolidate the site to 250 pages, improve brand consistency, and easily deliver optimized experiences to any device. Plus, implementing Experience Manager as a Managed Service gives Manulife the ability to scale quickly, reduce IT overhead, and speed time-to-market for new services.

Big features such as a calls-to-action on product pages encouraging visitors to contact an advisor, as well as small changes such as reordering drop-down lists, are helping customers get what they need quickly and efficiently. As a result, Manulife is seeing the number of quotes issues to prospective customers rising, proving that the company’s customer-first approach is definitely working.

(http://www.adobe.com/content/dam/acom/en/customer-success/pdfs/manulife-case-study.pdf)

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/single-source-information-customers/

Will Breaking Down Silos Really Fix Your Broken Customer Experience?

London’s Heathrow Airport serves more than 75 million passengers every year. To accomplish this, Heathrow needs robust capability in a host of different areas — parking, security, train service, retail spaces, and more. But to passengers, Heathrow is simply an airport, a single entity. However, what happens on the way to or from, or inside the airport affects customer perspectives about it as a whole, and those perspectives are powerful.

That is the underlying reality of experience businesses. To succeed, companies need to understand the customer journey, and how to make it more streamlined, simple, and delightful for customers. For Heathrow Airport, that meant studying when, where, and how customers interacted with various parts of the whole, and what their impressions were along the way. The study found that security was the largest predictor of customer experience. Making an effort to improve that experience would elevate perception of the entire airport ecosystem.

Business Insider now predicts that 40 percent of businesses will fail over the next 10 years because they are unable to keep up with changing customer expectations. And, according to the 2017 Adobe Digital Trends Report, by 2020 customer experience will be the leading differentiator for businesses — surpassing even product price. In other words, businesses need to learn how to empower their teams to keep up with the rapid pace of change if they want to survive the next decade.

Uncovering the origin of customer journey friction.

To understand how to improve the customer experience offered by your business, it is helpful to first understand at what point customers have difficulty during the customer journey. Bruce Swann, senior product marketing manager for Adobe Campaign, explains the root cause of the problem. He says, “most organizations today are structured from a marketing perspective — organized by channels. Often this is a result of strategies that an organization has taken over time. You have different technologies to support each strategy, and then you have a different team managing each technology.”

As businesses grow and add new technologies, they often bring in new talent to understand and operate them. In light of that, it makes sense from a management perspective that the new talent and technology would be grouped together into a new business unit — but this is how departmental silos originate. Unfortunately, when organized this way, business units tend to keep to themselves rather than collaborate.

Without collaboration between business units, companies won’t be able to build the kind of complete customer profile needed to map the entire customer journey. Instead, each segment of the journey will be managed by a different, isolated department, leading to a disjointed customer experience.

Think it through — identify your silos.

In order to elevate customer experience in your business, it is necessary to work through these silos by employing the right technologies and training. Bruce is quick to point out that, while eliminating silos entirely to unify the customer journey may be the ultimate goal, trying to start that way might be too much to handle. “You don’t necessarily start by destroying silos — you eliminate the problems silos cause. This is profound because you can’t simply tear an organization apart and still expect it to function. Even here at Adobe, we’d love it if everybody just ripped everything out and replaced it with solutions from the Adobe Experience Cloud. But in reality, that’s not practical. Businesses need to start somewhere, and then build upon that. So don’t get so caught up in eliminating the silos — focus on the problems that silos cause.”

Chris Nguyen, a group product marketing manager for Adobe Experience Manager, suggests that you start by mapping the customer journey. “You have to consider any touch point or channel a customer uses to engage with your business — be it sales, in store, or online. Even more than identifying who, it’s about identifying how and when the customer engages with your organization.”

Once you map the customer journey, you’ll be able to see which organizational silos are handling which segments of the journey. This will help you to see which teams need to better integrate at which points in order to make the customer experience seamless. To manage that integration, and thereby bridge the gaps between silos, you need the right training and the right technology.

Lay the path — align goals for experience business integration.

One reason customers experience disjointed journeys is because the various departments along the way have different motives. They may have different goals, measures of success, and even incentives. The first step toward integration is to align these goals across the organization, and then train employees to work toward the new, unified goals. To do this, it can be helpful to define who your customer really is.

Bruce talks about this alignment, citing the example of Marriott Hotels and their journey toward integration and an improved customer experience. “They had to start by defining who their customer was,” he says. “They defined their customers as their guests, and then looked at interactions. Any given guest might make reservations online. The same guest might also download the app or make a phone call. That guest might be a business traveler during the week, but a leisure traveler during the weekend. Knowing the customer helped Marriott see how the silos actually overlap.”

Some departments are not traditionally “customer facing,” so such a definition may seem hollow to them, but they still have an important role to play. Haresh Kumar, director of strategy and product marketing for mobile and connected experience at Adobe, explains that role. “When you think of the customer experience, everyone has a customer, either internal or external,” he says. “As an organization, take the view that, if my internal customers — or employees — are happy, they can serve the external customer even better.”

By aligning the organization around a single customer vision and unified goals, you can cluster your silos closer together and encourage sharing across departmental borders. As a result, different departments can clearly see where they have the most impact, and how that impact can be improved by partnering with other teams.

Soften hearts — overcome resistance to change.

Of course, change isn’t always easy. Employees get accustomed to the way things are done, and they often resist changes to those processes. Even leadership might resist change if they feel it undercuts their authority.

In these cases, most resistance comes when individual silos have to scale back their efforts in order to align with the overall organizational goals. This often makes them feel like they are being sidelined. The key here is to help people in the silos connect with and own that big-picture vision of the customer and customer journey, not just the goals within their individual silos.

Bruce recommends that you start small. “Pick a project where teams can collaborate and work with one another,” he says. “Learn from that, and then grow based on the learning. Maybe bring on an additional channel or bring something to the strategies within different channels.”

Chris agrees. “The best thing for a company isn’t necessarily to go out and try to fix the entire customer experience journey up front,” he says. “Instead, focus on value segments within those customer journeys. Focus on where you can get the most value. Start there.”

Travelocity, for example, focused on its email campaigns. By sharing information between the IT and email-campaign silos, the company was able to decrease the time it took to create campaigns from 3-5 days down to a matter of hours. By refining its picture of the customer journey, Travelocity could be more strategic and personalized in its campaigns, improving click-through rates by 15 percent and email-open rates by 40 percent.

Support the effort — empower with experience tools.

To make this integration work, you also need to provide teams with the right technology. For customer experience improvement, you need a strong foundational platform that can support the various apps and tools your teams need to succeed.

The customer journey provides guidance about what specific tools a business needs. For example, in the early part of the journey when customers are anonymous, companies need an audience manager. In terms of Adobe-specific products, Adobe Analytics and Adobe Target work together to accelerate the beginning stages. Before and after a purchase, the customer might join a loyalty program or opt into email contact — this is when Adobe Campaign is effective. Campaign takes customer data and uses it to customize future contacts. Through the entire journey, a content engine like Adobe Experience Manager provides the foundation into which other solutions are integrated.

Supporting your employees with the right technology makes a big difference in how they’re able to support the customer. T-Mobile provides a perfect example of this in the context of integration along the customer journey.

T-Mobile tracks its users and sends out periodic offers, like most companies do. With T-Mobile, however, those offers are customized and integrated. If you click on an offer to upgrade, for instance, you will be taken to a portal where you can set an appointment at a local store. When you arrive for your appointment, there’s an associate ready your new device that is set up with your account information. Or they might, alternatively, show you various options for devices based on your preferences, and then help you get everything set up on the one you choose.

The email connects to the appointment-setting system, which integrates with the in-store scheduling system, all of which are designed to provide a personalized experience for the customer leading to a purchase decision. This would not be doable without the right technology framework and integrative tools in place for communication between teams.

Keep the end goal in mind —upgrade your business.

When it comes to the customer experience, top brands like Heathrow, Travelocity, T-Mobile, and Marriott, agree that it is important. But getting started, and making it seamless can be a real challenge. By first defining your customer, and then mapping out that customer’s journey, you can begin to focus your efforts. Using that customer journey as a roadmap, align your organizational and departmental goals, then integrate the teams necessary to achieve those goals along each stage of the customer journey — and don’t forget support functions like finance, HR, and product development.

Then, using technology, uncover the weak points along your customer journey, and build cross-functional teams to address those points. Don’t worry initially about tearing down silos. Let them do what they do, but focus on bringing silos together to share information and expertise to streamline the customer experience, and achieve your shared goals. Start small, but start now, and you will get up to speed, and position your company to succeed in the future experience business economy.

The post Will Breaking Down Silos Really Fix Your Broken Customer Experience? appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/digital-marketing/will-breaking-down-silos-really-fix-your-broken-customer-experience/

Wednesday, November 15, 2017

7 Ways to Make the Most of Launch by Adobe

Dynamic Tag Management (or DTM) has been part of Adobe’s offering since 2013, and users have done miraculous things with it. Companies have cut digital development times from months to days or even hours, added functionality, and improved digital experiences — all leading to increased conversions.

We’re proud of what users have done with DTM but digital technologies are on the rise in both numbers and complexity, and current tag management systems will soon be unable to keep up. As a result, the minds behind DTM have created the system’s successor. Adobe Cloud Platform Launch — or just Launch for short — has been in development for two years to be the next-gen replacement for DTM.

Launching the Next Phase of Tag Management

Launch comes as the pre-emptive solution to meet the present and future needs of digital technology employment and management. Let’s look at seven ways to make the most of your opportunity to update your tag manager via Launch.

Switch to Launch easily via automated migration.

Traditionally, switching from one tag manager to another would mean finding and replacing the code from the prior tag manager. This translates into tedious and time consuming work that many brands dread. But, with Launch, you can rest easy. When upgrading from DTM to Launch, the built-in Adaptors do that heavy lifting for you, streamlining the migration without needing to manually replace tags. Launch was built on an open architecture that enables native support for DTM coding by way of simple Adaptors, meaning that existing DTM customers can upgrade via automation without needing to go and re-tag everything.

2. Use expert-built integrations from key brands.

When we say that third-party vendors can create their own integrations, we mean it. Launch is the only tag management system on the market that allows technology providers to create and update their own extensions — that means anything from interface appearances to technological functionality.

Jon Viray, product marketing lead for Adobe Marketing Cloud, explains, “This goes back to ownership,” he says. “If Adobe updates a company’s extension, you have excellent developers. But still, people who are not the experts of that extension are updating the integration. That’s the fundamental flaw in a closed tag management system.” Launch doesn’t limit integrations to those designed by Adobe, so companies can make updates to their technologies and quickly update their extensions to match.

This improves the overall quality and value of the extensions. “The end integration, the end extension, is higher quality because the people with the most expertise build it,” Jon says. If a company wants to add something totally new, they can do it and then update their own Launch extension. This adds value for these third parties because it gives them control. Added value means more incentive to keep their extensions relevant and powerful.

And, as we leave integrations to the experts, we give them free reign to build whatever they want. “A customer could build their own interface, if they wanted to,” Jon says. “We think our user interface is fantastic, but that’s how customizable it is. Every piece of functionality is tied to an API, and all of those APIs are public.” This means companies can use Launch to provide just about any function they want — all without ever needing to leave Launch. For example, Facebook’s extension could enable a customer to sign up for its ad service — in addition to managing it — all from inside the Launch interface. No more need for links out to other sites and the discontinuity that that brings.

Explore our extension catalogue — our one-stop-shop for all web page technologies.

When third parties create integrations for their technologies, we host them in a catalog similar to an app store. The result is that brands gain access to a wide range of third-party technologies in one place — a one-stop shop for digital technologies. This makes it quick and easy to see which technologies are available to marketers and developers to get sites up and running, enabling faster turnaround and shorter time to market.

“Anybody can go into Launch and build an integration for their technology,” Jon says. “Even our competitors. That’s unique in the space.” This catalog — which already hosts extensions from companies like Facebook, Twitter, and Google — means that Launch users can work with any web technology, not just Adobe integrations.

Take control with centralized rights management.

Not only can administrators control who can publish, they can also control who has access to different parts of Launch. In addition, with granular rights management, administrators can designate who has access to specific integrations — and who doesn’t. Simply create rules that have very specific rights and/or access, then select the individuals who have permission to use those rights or access, creating an approved group.

In turn, through these groups, Launch supports bulk changes to user rights via a top-down view that shows a full list of users and their given rights. These tools help administrators know who has what access, and allows them to make quick, easy changes to get people the rights they need without spreading rights throughout the organization unnecessarily.

Automate complex tasks for instant deployment.

Rather than writing the core code and then bolting on APIs like most marketing technologies, Launch was built on an API platform to maximize automation capability. For example, if a brand would like to track a particular behavior across all their websites, in the old tag managers, they would have had to go into the user interface and click around to begin tracking these behaviors on each of their websites. This takes up valuable time.

In Launch, it’s as easy as using an API, writing the script to track the behavior, and then clicking “run” to automate the setup across any website in which this tracking would be useful. Then, the API will start automatically clicking on all the things needed to set up this tracking. These APIs can then be leveraged whenever they’re needed for automated task completion. The result is money saved because, as the saying goes, time is money.

Deploy your dream consumer experience via Rule Builder.

In 2009, there was an average of two technology tags on an enterprise website. Today, there are over 20. Even so, consumers expect seamless experiences that act on their every need in real-time. Often, the seamless consumer experience isn’t delivered by one technology. It’s delivered by an ecosystem of partners.

Launch helps to unify this ecosystem by giving marketers an interface to help those tools work together. Here’s how it works. Launch’s Rules is composed of if/then statements. Inside each if/then statement is where data from different integrations — YouTube, Foresee, and Adobe Analytics, for example — can come together with functionality.

For instance, a brand could set up the following if/then statement in Rules: If a visitor is on this page for longer than five minutes, then execute Adobe Analytics, YouTube, and Foresee. As a result, if a consumer is stuck on a particular page for more than five minutes, as a result of this statement, the brand can automatically begin tracking the point of friction, employ a YouTube video to answer the consumer’s question and resolve whatever has them stuck, and then offer a survey to capture their frustrations, thereby sending a message that the brand cares about them. This means the brand can employ an if/then statement to unify the functionality of three technologies from three different vendors and, ultimately, offer a streamlined and improved customer experience.

Manage production and publishing in an organized, collaboration-based environment.

With Launch by Adobe’s component-based publishing, you have all the control. Create libraries to determine what you’d like to publish, and go all the way to development, staging, and production. Then, select appropriate members of the team to collaborate in library creation and management.

And don’t worry about cross-user conflicts. Launch will notify a user when another has made a change to a rule within the library so all users are on the same page. All users selected to join the team and who have publishing rights can find, add, inspect, or delete the rules, data elements, and extensions that make up the libraries to which they have access rights. Lastly, to promote an organized workflow, create a four-stage process in your library from development, submission, approval, and publishing. When you do, users will be notified of changes to each component to promote a collaboration-based and organized environment.

Get Ready to Launch

For years, DTM has been at the head of the pack for tag management. Its ease of use and list of features made it the obvious choice for marketers looking to harness existing digital technologies. Launch allows you to take everything that you did in DTM and expand on it by tapping into a host of new features that prepare your digital experience for the future. In fact, Jon assures users that “if, ten years from now, they need something new that we didn’t think of today, it doesn’t matter. Launch is so adaptive that anything can be added to it.”

New technologies bring new experiences to customers but also place new demands on existing infrastructure. Launch is the next-gen tag management system built from the ground up to help you create ever-leading digital experiences, thereby meeting and exceeding customer experience expectations now and in the future. Take advantage of Launch’s features to future-proof your brand’s digital experience.

For more information about what Adobe Cloud Platform Launch can do for your business, read our whitepaper on reasons to upgrade to Launch, then visit the Adobe Launch page to check out our cutting-edge tag management system.

The post 7 Ways to Make the Most of Launch by Adobe appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/7-ways-make-launch-adobe/

Adobe Advertising Cloud Search Announces New Integrations with Microsoft Bing

Adobe Advertising Cloud is excited to announce new integrations with Microsoft Bing. Adobe Advertising Cloud Search, the company’s search advertising solution, now offers three new enhancements to bid management and optimization of Bing search inventory, deepening the relationship between the two platforms. New capabilities include:

Retargeting Lists for Search Ads (RLSA)
Custom Audiences
Dynamic Search Ads (DSA)

Let’s take a closer look at what each of these means for Advertising Cloud Search clients.

RLSA’s Improve Performance and Deliver More Relevant Ads

Advertising has always been about reaching the right audience with the relevant message for that moment. Data-driven audience targeting is one of the foundational components of digital advertising, with custom audience segments deployable across nearly every channel and format, from online display and video all the way to more traditional offline marketing mediums.

Users that initiate a search demonstrate a strong intent with their actions, often searching for a product that they want to research for eventual purchase – a powerful signal, especially for online retailers. Now, Adobe Advertising Cloud Search advertisers can segment users for audience targeting to improve ad performance and personalization.

First, the advertiser builds an audience of users that have visited the advertiser’s site and expressed intent by their actions, like visiting product pages, putting an item in an online shopping cart, etc. If the user doesn’t convert the first time and then they later search for the same (or a related) product, an advertiser can now target and/or adjust bids for those users, allowing for personalized messaging and landing page experiences.

“RLSA’s are a compelling solution for improving performance on digital’s most tried-and-true channel, search,” explains Suman Basetty, senior director of product management, Adobe Advertising Cloud “We are thrilled to bolster Advertising Cloud Search platform to include RLSA’s for Bing audiences.”

With Adobe Advertising Cloud Search, advertisers can set bid modifiers for specific audiences and leverage portfolio optimization algorithms, giving marketers extra control and providing them the best chance to reach those valuable users and drive lift in performance. Adobe Advertising Cloud Search forecasting models predict campaign performance for audience-targeted search campaigns, including RLSA campaigns, and simulations allow advertisers to quickly action the best and most profitable options.

Why do RLSA’s matter? Nearly 74% of people abandon their online shopping cart before checking out! Marketers get a second chance to drive a conversion by using Advertising Cloud Search to optimize search bids by targeting RLSA audiences.

Bing Custom Audiences Managed in Adobe Advertising Cloud Search

The integration builds on an existing integration between Bing and Adobe Audience Manager, the data management platform (DMP) within Adobe Analytics Cloud. Custom Audiences lets Bing search advertisers leverage audience segments ported from Adobe Audience Manager. These segments can now be managed in Adobe Advertising Cloud Search, completing the end-to-end workflow. Traits like purchase history, time since purchase, and URL-level page visitation can be used to inform and build rich audience segments that can be shared with both Bing and Advertising Cloud for targeting. These segments are synched via server-to-server integration for real-time segment population updates, giving marketers the most accurate representation of their target audience possible. Soon, Adobe Advertising Cloud Search will offer algorithmic bid optimization based on Bing RLSA audiences as well.

Importantly, these audience segments can be targeted and used to adjust search keyword bids similar to RLSA audiences, and customize messaging and landing page experiences based on previous actions and site activity.

“We’re excited to build upon our partnership with Adobe to deliver even more enhanced audience tools and features for our mutual customers,” said Brian Utter, general manager, Network and Demand Management, Microsoft. “These tools will allow marketers to reach the right audience at the right time. We will continue to work together to provide advertisers with the best possible tools for success.”

Automatically Target Relevant Search Terms Using Bing DSAs and Adobe Advertising Cloud

Dynamic Search Ads (DSA) are a great tool to complement existing search campaigns. DSA campaigns use an advertiser’s website and subdomains (specific pages, page categories, etc.) to dynamically create personalized ad copy in headlines and on landing pages and serves the ad when relevant search keywords are used. DSA’s allow advertisers to better monetize long-tail keywords as well as keywords that they have not seen before in addition to improving responsiveness to rapidly changing website content.

Adobe Advertising Cloud Search’s integration lets advertisers manage Bing DSA campaigns along their other search campaigns from within a single platform, improving efficiency and simplifying tracking.

Comprehensive Search Management and Optimization with Adobe Advertising Cloud

Adobe and Bing are focused on driving the best performance for our mutual customers and will continue to partner on innovations that drive optimal results for search advertisers.

Adobe Advertising Cloud Search offers the most comprehensive cross-network campaign optimization through industry-leading forecast models, scalable campaign automation and a seamless integration with Adobe Analytics Cloud. Forecasting models predict campaign performance for search, shopping, and mobile campaigns, helping marketers simulate and quickly act upon the best and most profitable options. Adobe Advertising Cloud Search integrates with search engines such as Bing, Google, Yahoo, Baidu, Yandex and others.

To learn more about Adobe Advertising Cloud Search, visit: http://www.adobe.com/advertising-cloud/media-optimizer/search-advertising-management.html

The post Adobe Advertising Cloud Search Announces New Integrations with Microsoft Bing appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/adobe-advertising-cloud-search-announces-new-integrations-with-microsoft-bing/

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Your Experience Business is Built on a Digital Foundation — Start the Technology Transition Now

Multinational corporations in every time zone are eager to access FranklinCovey’s world-class content and solutions, and the only realistic way for the leadership brand to deliver its courses is through digital offerings. FranklinCovey’s strategic vision and desire to deliver lasting results for their clients were the impetus for a digital transformation. This has enabled FranklinCovey to serve its global clients in the most effective manner.

In the next 10 years, 40 percent of today’s Fortune 500 companies will cease to exist — largely because they didn’t provide for their customers’ needs. However, enterprises, like FranklinCovey, that effectively leverage technology, are able to deliver the personalized, relevant, and real-time experiences that keep customers engaged and coming back for more.

Not only will your company survive by investing in technology for digital experience delivery, but it will also thrive. Research by American Express found that 70 percent of Americans are willing to spend more with companies that provide better customer experience. And by the year 2020, customer experience will overtake price and product as the key brand differentiator.

To leverage the “experience business” wave, you need foundational technology to help tame a complex array of system challenges.

Establish a technology foundation to be a true experience business.

Many businesses think they are delivering exceptional experiences with the technology they have, but according to Doug Anderson, senior product marketing manager for Adobe Experience Cloud, they are not. Doug says, “Your technology should help you deliver everything to the customer in a cohesive package — you want them to know that you know who they are, you understand where they’ve been, and you have a good idea about where they want to go.”

Melissa Webster, program vice president for Content and Digital Media Technologies at IDC, highlights several aspects of a digital experience — visual quality, relevancy, connectedness, and immediacy. “Add all this up and it’s easy to see why you need integrated technology to deliver exceptional experiences,” she says.

In your efforts to deliver personalized experiences and high levels of customer satisfaction you’ll run into a handful of problems. Some of the most common issues are as follows:

You need an automated way to reach new customers across a multitude of media and social channels.
You need to streamline how you produce and deliver personalized content to audiences at a growing number of touchpoints.
You need a common language to define data fields like customers, audience segments, promotions, campaigns, and assets so the systems in your organization can talk to each other and give you a unified view of the customer.

To deliver all of this with precision and performance, Shantanu Narayan, Adobe’s CEO, believes an experienced business not only needs content, data, and machine learning, but also a foundation that understands how those elements combine to deliver customer experiences. He says, “The right technology foundation will help you learn about your audience and their interests, engage customers with personalized messages, create relevant, cross-channel digital experiences, and focus on marketing instead of IT administration.”

At FranklinCovey, technology enhancements allow marketers to deliver content and campaigns quickly and directly. Carol Fineagan, chief information officer at FranklinCovey, explains, “People no longer have to come to IT to get their solutions delivered. We built systems with the infrastructure so well isolated from the content delivery, that business units can deliver content and solutions out to their customers in a more rapid-fire manner than you could with a traditional custom-developed system.”

Five steps to build the technology foundation every experience business needs.

When creating and delivering customer experiences, being able to deliver personalized content to each of your customers is impossible without the assistance of technology. Melissa likes to think of “content and data as strategic assets, and analytics as the intelligence layer.” Here are five ways that having the right technology foundation will help you manage and deliver your strategic assets with intelligence.

Integrate digital marketing tools with your content management system (CMS). The first step is to integrate all your digital marketing tools with a scalable, reliable CMS that has workflows, approvals, and versioning, and lets you run campaigns, experiments, and quickly update digital content without heavy IT involvement. Integrate your marketing tools using dynamic tag management. For FranklinCovey, digital asset management (DAM) is key to maintaining brand quality and integrity to give customers a consistent brand experience around the globe.
Implement analytics data collection and reporting. After you integrate your marketing tools and have basic digital content tracking, the next step is to build an analytics foundation. Integrating data at every step in your marketing process and from across the enterprise is essential to acquire new customers, retain customers, optimize conversion rates, and measure content velocity.
Create a unified customer profile. A unified profile lets you personalize your marketing message across the many touchpoints used by your customers, and gain a holistic view of your customers’ engagement with your brand. A unified profile is the foundation of cross-experience marketing and identifying customers across web and mobile apps.
Discover and build audiences. Segmenting audiences and understanding how individuals move between audience segments, give you actionable, data-driven audiences that you can reach at multiple touchpoints.
Personalize content. Content personalization is the foundation of the customer experience. With a unified digital foundation, you can focus on the experience journey of every customer, and not just basic optimization at each touchpoint.

For FranklinCovey, building a technology foundation allows them the opportunity to meet their clients’ needs in a more distributed and timely way. “Now everyone’s on the same playing field with the most current assets and product information,” says Carol. “It has taken us to a different level with our products.” FranklinCovey is also able to deliver content in a variety of formats. “We can give them content and templates on their desktop, tablet, or phone — however they want it. The sky’s the limit.”

Strategies to justify your technology investment.

Any technology investment must be carefully planned to understand the benefit and help set expectations for how it will improve your business revenues. In doing so, ensuring that your digital foundation is unified is an important aspect of getting the most out of your investment. According to Doug, “Over the years, analysts have come to the conclusion that enterprises will typically spend 27–37 percent less on a marketing platform than on a passel of loosely associated parts.”

Finally, it’s not necessary to switch out all your technology at once. “When you look at doing everything at one time, you think, ‘I can’t climb this mountain,’” says Carol. “So, we didn’t actually have to climb a mountain. We put stepping stones in place to make the transition without having to disrupt the things that were successful and didn’t really need immediate attention.” FranklinCovey staged its transition by identifying the high-value products first — those that would make the biggest impact on their business. This strategy not only made the process manageable, but also gave the company confidence along the way that their investment was well spent.

“There’s a trend toward delivering data-driven experiences,” says Melissa. “And that trend requires the right systems to launch personalized experiences at scale. Technology is the answer for how to anticipate and address customer needs.”

Learn more about how the Adobe Experience Cloud platform and integrated technologies can support your evolving experience business.

The post Your Experience Business is Built on a Digital Foundation — Start the Technology Transition Now appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/experience-business-built-digital-foundation-start-technology-transition-now/

Adobe & Ovum Release New Research: DIGITAL PRESSURE IN THE HIGH TECH INDUSTRY

Although stiff competition is ubiquitous across industries, the High Tech industry has long been characterized by particularly intense competition and constant pressure. A report recently released by Adobe and Ovum reveals that the levels of competition and pressure are reaching new heights fueled by new entrants to the market, established vendors extending offerings, customer expectations evolving, and constrained budgets. High Tech organizations are responding these pressures by investing in digital marketing. The 2017 “Digital Marketing in the High Tech Industry” report is based on telephone interviews from 200 High Tech businesses – covering the software, internet, consumer electronics, technology manufacturer, and professional/IT services subsectors. Questions spanned digital marketing priorities and challenges, the competitive landscape and investment strategies for High Tech organizations.

In this report, we highlight areas of particular pressure for High Tech companies and also note differences between sub-categories within the High Tech industry. More importantly, the report provides insight into how High Tech marketers are dealing with these pressures. The report offers a wealth of valuable information not just for High Tech practitioners, but for all players in the High Tech ecosystem.

Here is a summary of some of our key findings:

Competition

Intense competition remains a key attribute of the High Tech market-place. The breadth of concerns that troubled the respondents is evidence of the uniquely competitive pressure that shapes the High Tech industry. In the study, respondents identified factors that contribute most to the level of competition experienced in the High Tech industry. Although the results show broad distribution, “New disruptive market entrants” tied as the top-ranked contributing factor to competitive intensity, accounting for 18.5% of all “top factor” concerns (rising up from 2016). “Ease of substitution of one product or service for another” also garnered 18.5% of the responses for top contributing factor to competitive intensity, while the largest overall concern in the High Tech space was “new products and services causing market fragmentation.”

Dealing with Competition

At least as important as understanding the nature of the competition is understanding how to respond to the competitive pressures. While High Tech companies are developing a range of strategies to address these pressures, digital engagement is rated as the top strategic tactic for combatting competitive threats. “More focus on digital customer engagement” was the top strategic response, with 16.2% of respondents identifying this as the most effective counters to competitive threats and rising customer expectations. The second highest rated response, also relating to digital engagement, was “investing in improving customer experience”, with 15.5%. Interesting to note that focus on new product/service introduction slipped dramatically year over year which aligns with the general observation that the importance of product and service strategies are yielding to digital customer engagement and experiences.

Investing in Digital

So where are these investments in improving digital engagement and customer experience going? The top areas of investment in digital marketing by High Tech marketers in 2017 are account-based marketing (top choice for 16% of respondents), content management (top choice for 13.8% of respondents) and campaign management (top choice for 12.5% of respondents). Some of the most drastic shifts in budget allocation as compared to the previous year (2016) include: account-based marketing, which was not listed in the 2016 study and is now the top choice; content management, and mobile.

The full report contains many more insights with much more depth and detail than can be described in a blog post. For a comprehensive discussion on all of the technology-industry insights download the full report today.

The post Adobe & Ovum Release New Research: DIGITAL PRESSURE IN THE HIGH TECH INDUSTRY appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/digital-marketing/adobe-ovum-release-new-research-digital-pressure-high-tech-industry/

Tuesday, November 14, 2017

Ask Yoast case study: SEO for a fashion business

33 Sticks Builds Integration with Launch by Adobe

Every business is unique and while today’s tag management systems provide a highly efficient platform for deploying and managing marketing technologies, they are by no means a ‘one size fits all’ solution. For years, companies have been finding creative ways to hack today’s tag management systems to better align with their technology stacks, development workflows, and overall technology governance models. With the introduction of Launch by Adobe, companies now have the ability to completely customize their tag management solution, using a collection of fully supported development tools.

Why is it important that companies have the ability to customize their tag management platform? Simple, efficient development practices and speed to market is more important than ever!

The marketers that we work with at 33 Sticks, like most marketers, need the ability to quickly adapt to an ever changing consumer landscape. However, for years, the digital experience has lagged behind the marketer’s vision, as deploying technologies that promised a more personalized consumer experience were often given a low priority by development teams tasked with implementing them. With the introduction of enterprise-level tag management solutions, marketing technologies could be deployed faster than ever. Problem solved. Well, for a short period of time.

As support for instrumentation of marketing technologies became a high priority and ease of implementation became a requirement, marketing technologies began a migration from dumb conversion pixels to highly sophisticated, intelligent marketing engines. And once again, marketers found the technology lagging behind their vision.

To help bridge this gap, 33 Sticks is focused on developing solutions that will enable the marketer to quickly address fluid market conditions. Our first solution that has been exclusively developed for Adobe, using the Launch by Adobe Extension framework, is called Dynamic Pixel Builder. This extension will allow marketers to deploy intelligent marketing technologies efficiently, using a simple-to-use form that is deeply integrated into the Launch by Adobe data framework, helping to create a highly informed, highly curated customer experience.

For example, let’s say your marketing agency is running a new campaign and has requested that you quickly deploy remarketing pixels across several key areas of your site. Not only do these pixels need to be targeted to specific pages, they also require unique descriptive data to be passed as well. The Dynamic Pixel Builder will allow a technical marketer to quickly define the remarketing pixel once, within Launch by Adobe, and make that tag dynamic by assigning Data Elements in Launch by Adobe directly to the tag. This will not only provide a much smoother process for configuring marketing pixels, it will end up saving the marketer a tremendous amount of time.

While we are very excited about the release of our first extension for Launch by Adobe, we are even more excited to witness how it will impact data informed marketing organizations as a whole.

From an analytics services company perspective, Launch by Adobe will become a highly valuable resource that will allow agencies, like 33 Sticks, to build solutions that drastically increase efficiencies, create unique products that can be easily monetized, and share open-sourced solutions with the market place as a means of driving innovation.

From a business perspective, having the ability to completely customize Launch by Adobe combined with direct access to solutions built by talented data architects from across the world is a very exciting proposition.

Congratulations to Adobe for creating and supporting an open development ecosystem and thank you to all of the countless people who have built, and will build, exciting new technologies on top of this new platform.

The post 33 Sticks Builds Integration with Launch by Adobe appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/33-sticks-builds-integration-launch-adobe/

Make Experience Your Business

I’m about to tell you something that won’t shock you: We’re smack in the middle of a major disruption. You know it, because it impacts you every day. Digital is changing everything about business, and that probably includes your job, too. Marketing isn’t about brand awareness anymore — it’s about something higher, a brand purpose that creates a deep connection between a company and its customers. Instead of telling our customers what we think they want, they now tell us exactly what they want, and how, when, and where they want it. The challenge for everyone, from marketers to data scientists, architects, and CEOs, is to figure out how to close the gap between people and the things they want to do and experience, and to make customers feel a little special along the way.

This is the heart of what we call Experience Business. And since the current shift in what it means to interact with customers is pretty massive, I want to tell you about where we, at Adobe, think customer experiences are headed, show you some companies that are leading the way, and talk about tools that will help you fuel your own digital transformation. It might seem overwhelming, but it’s also the biggest and most exciting transformation I’ve ever seen.

What do customers want?

Think about all of us just a decade ago. As consumers, we had some pretty basic needs. We needed food. Today, we need pre-measured, pre-chopped, farm-to-table, non-GMO ingredients delivered fresh to our doors with step-by-step instructions for preparing a nutritious meal. We used to need clothing. Now, we need a personal shopper to create our ideal wardrobe and deliver it to our doorstep, with the option to return it if we don’t love it. We used to need shelter. Now we want a last-minute deal on a four-star hotel close to downtown with a pool.

As consumers, we’ve become quite demanding. And the theme that ties this all together isn’t the things we want, it’s the experiences we demand — the sum total of all of a customer’s interactions with a brand, from awareness to purchase to consumption, are now critical. And the experiences that leading brands are building today don’t just maximize the time consumers spend engaging with the brand, they make the process all about each individual consumer, so at each touch point, consumers feel uniquely understood and important. To do this right, brands need a holistic understanding of their customers, so they can wow them at every single interaction. This is where we’re all competing for the foreseeable future.

Research shows that it pays to focus on experience:

By the year 2020 customer experience will overtake price and product as the key brand differentiator.
Gartner predicts that by 2018, more than 50 percent of organizations will redirect their investments to customer experience innovations.
Accenture found that 89 percent of customers get frustrated because they need to repeat their issues to multiple representatives.
Eighty-seven percent of customers think brands need to put more effort into providing a consistent experience, Kampyle claims.
According to PricewaterhouseCoopers, by 2020 the demand for an omni-channel customer experience will be amplified by the need for near perfect execution.

So what, exactly, makes an Experience Business?

To figure out how to become an Experience Business, first you have to consider what an amazing experience looks and feels like for a customer. At Adobe, we’ve honed in on what customers expect: They want brands to know and respect them, and predict and deliver what they want before they ask for it, all while respecting privacy. They expect brands to speak in one voice, no matter what the point of contact is. They demand transparent technology so they can set the terms of a transaction. And they hope to be delighted at every turn — and the thing that wowed them yesterday is disappointing today, so brands must constantly elevate.

Who’s ahead of the pack, and getting it right?

These desires probably ring true to you — after all, they’re likely what you want, too, when you’re the consumer. But who’s really nailing it, and how have they taken these tenets and turned them into a relevant, delightful experience for their customers? Let me share a few of my favorite examples.

The automotive industry. There is a ton of disruption in the automotive industry right now, from ride sharing to autonomous cars and phone connectivity. Pretty soon, driving will be the least interesting thing you can do with your car! As the car becomes the ultimate experience pod, Mercedes is leading the pack. They’re an iconic brand known for their engineering and design, but they’re also focused on the experience they can wrap around that steel and leather. They’re building an ecosystem of connectivity with infotainment, big data, and machine learning to deliver a more connected, personalized experience — it’s all about getting to know and respect each driver. And they’re investing in autonomous vehicles. In the future, autonomous driving assistants will handle up to 80 percent of the driving tasks for us, creating an amazing experience that keeps getting better.

The retail industry. We’ve started to move from comparison shopping and easy ordering to same-day delivery, and even instant 3D printing. As consumers get used to these conveniences, retailers can’t compete with just quality and efficiency alone anymore. Now it’s not only about the product; it’s about selling an experience. A case study I love here is Domino’s Pizza. It used to be that a phone call that brought you pizza was amazing, but that excitement has worn off. Now you can order through the Domino’s app, keep tabs on exactly when your pizza went in the oven, track its route to your house, and even send little messages to the team making your pizza (“You’re awesome — thanks for the extra cheese!”). Domino’s sees 60 percent of its total orders via the app or website. And they’re not done disrupting yet. They now have 12 ways to place an order, including Amazon Alexa and Google Home, Facebook Messenger, a smart watch, Ford SYNC, or even just texting or tweeting them a pizza emoji.

The financial services industry: With all of these transformations in mind and as financial conversations have moved out of physical meeting rooms and into digital and social channels, UBS has changed how they deliver experiences. Whether customers view a banner ad, engage with the brand on a social channel, or sit down with a client advisor, UBS leverages an internally synced organization and customer-intelligence platform to deliver the right experience during every step of the customer journey, not matter how non-linear it is. The result is a seamless experience that meets consumers’ financial need for relevant and informative content wherever and whenever they choose to engage.

What’s the recipe for a great experience business?

When you consider the businesses that are mastering the customer experience, you may be wondering where a digital transformation starts, and how to follow it through to something that amazes your customers. Based on our research and partnerships with some masterful Experience Businesses, here’s the recipe that we know works:

Start with context. It’s something humans do naturally — I’ll have a different conversation with you in a boardroom than I will at a block party. You and I haven’t changed, but the context is dramatically different. For customer experiences, technology can help you develop context at scale.
Design for speed and scale. Context is the cue, but then you must deliver the right experience fast, and not just to one person, but to a million people, worldwide. We call this content velocity, and to get there, you need to engineer for speed and scale.
Milliseconds are the measure. Relationships aren’t about single interactions — they’re about a series of interactions, based on decisions people make in just milliseconds, often across multiple devices, channels, and departments. If you’re the customer, it seems like this should be simple and easy, but managing these chains of decisions and preferences is a massive task from the enterprise side, especially when you’re bound to legacy systems that weren’t designed with milliseconds in mind. You have to find solutions that master the milliseconds so customers can enjoy the journey.
Integrate to innovate. This is an all-hands-on-deck situation — customer relationships don’t just belong to marketing anymore. Technology is the secret to tearing down walls between departments, and unifying data and workflows to unleash innovation across your enterprise.

How do you put together all the pieces to build an Experience Business?

The deeper we went into researching these questions about building an Experience Business, the more we realized that fractured and disparate technology is a giant stumbling block for businesses. That’s what motivated us to develop Adobe Experience Cloud. It brings together all of Adobe’s capabilities across all of our clouds, to give businesses all the power they need to create the customer experiences we all want. Experience Cloud is the first purpose-built system for the Experience Business. And we’re all in — in the last year, we’ve tackled over one hundred trillion digital touch points, including all the myriad ways that customers interact with your brand.

Adobe Experience Cloud is your enterprise destination for everything about being an Experience Business, all unified through a common login and single sign on. Our powerful core services provide access to shared consumer profiles, centralized assets, and all of the tools you need to design, deliver, orchestrate, and optimize customer experiences. Here’s what comes together through the Experience Cloud:

The Adobe Analytics Cloud. This is the brains of the operation. The Analytics Cloud lets you bring context to offline and digital data so you can know your customers as people. It helps you build loyal relationships with customers you know, and learn more about the folks you’ve just met. And meaningful measurement and precision audience creation let you put real-time insights into action.

The Adobe Advertising Cloud. This is how we make it simple to deliver video, display, search, social, and television advertising across any screen and format. It’s the world’s largest independent cross-channel ad platform, so you can identify and engage customers with consistent and relevant advertising, and integrate all of your media planning and buying.

The Adobe Marketing Cloud. This is the foundation. You can personalize the experiences that make customers want to visit, download, engage, and keep coming back because they always find exactly what they’re looking for.

The Adobe Creative Cloud and Document Cloud. This is where great content is made. You have to power great experiences with great content, and be able to manage workflows digitally, so we’ve integrated everything in Experience Cloud with the world’s best and most comprehensive creative and document applications and services. You can go quickly and fluidly from idea, to creation, to execution.

All of this starts with, and is built upon, the Adobe Cloud Platform so that you can centralize and standardize customer data and content from any source — and that means that you can create powerfully cohesive, actionable insights and profiles. This is our biggest product investment this year, because it’s the Cloud Platform that lets you integrate your tech and bring together disparate data so you can get to Experience Business faster and easier. We want you to be able to do better what you do now, and do new, exciting, unforeseen things that will delight your customers at every turn.

Seize the disruption.

Making experience your business is a big commitment, and it won’t happen overnight. But we’re here as you start your journey, or take the next step. We’re committed to helping our customers build amazing customer experiences because this is a moment worth seizing. We think the companies that embrace experiences are the ones that will succeed, and we know they’re the ones who’ll innovate what we haven’t even imagined yet. We just can’t wait to help you build what’s next.

Hear more stories from top brands who know the power of putting great customer experiences first in their organizations.

The post Make Experience Your Business appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/make-experience-business/

Monday, November 13, 2017

Adapting your content SEO strategy

Friday, November 10, 2017

LinkedIn Builds Integration With Launch by Adobe

B2B companies are always looking to grow their business by getting their message in front of key influencers, decision makers, and executives. LinkedIn makes this possible by enabling marketers to reach over 500 million professionals using LinkedIn Marketing Solutions. To power all this marketing and analytics, we use the LinkedIn Insight Tag.

But the truth is this: managing a LinkedIn tag with other tags from different vendors could be complicated and time-consuming. That’s why we are excited to be part of Launch by Adobe. It makes it a breeze to deploy the LinkedIn Insight Tag with your other third-party tags to reach more customers on the world’s largest professional network. Using LinkedIn Marketing Solutions, you can also:

Track conversions: Connect advertising on LinkedIn with lead conversions on your website to gain a more holistic understanding of your marketing programs.
Retarget your ads: Extend your message to prospects who visited your website on LinkedIn to help stay top-of-mind with your prospects.
Understand your audiences: Learn who is visiting your website with demographic data so you can tailor your content to match their needs.

We are excited to partner with the Launch by Adobe team because they gave us flexibility to build the best tag experience for our advertisers. We have complete control over the LinkedIn tag extension, so we can continue to add more functionality to our tag to make it a better, more valuable, experience for you.

You won’t have to go back and update any code down the road as new features roll out, so install the LinkedIn Insight Tag extension once using Launch by Adobe and you’re done. If you’re ready to reach more professionals to grow your business, use the LinkedIn Insight Tag from LinkedIn Marketing Solutions.

The post LinkedIn Builds Integration With Launch by Adobe appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/linkedin-builds-integration-launch-adobe/

Ask Yoast: adding testimonials to your site

Analytics basics: Which posts and pages perform best

Artificial Intelligence Puts The “AI” In Personalization

The post Artificial Intelligence Puts The “AI” In Personalization appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/digital-marketing/artificial-intelligence-puts-ai-personalization/

Thursday, November 9, 2017

Announcing the 2018 Adobe Experience Business Awards

Are you (or is someone you’re working with) a user or customer of Adobe Experience Manager, Adobe Campaign, or Adobe Target? If so, we want to hear and share your story!

We’re excited to announce the 2018 Adobe Experience Business Awards to recognize and celebrate our customers and partners who use Adobe Marketing Cloud Solutions to create new and innovative experiences, and engage with customers in unique ways that drive value. Award winners will be announced at Adobe Summit in March (US) and May (EMEA). The 2018 awards site is now open – customers and partners are eligible to nominate at the following pages: North America and EMEA.

At Adobe, we are motivated by seeing how you use our products to execute your business strategy, delight customers and achieve your goals. If you’re a user if or your team uses Adobe Campaign, Adobe Target or Adobe Experience Manager, you likely have a story worth telling. We started this program to build a community that celebrates the successes of our customers and partners and recognizes their dedication to creativity and customer experience.

Last year, we recognized innovative winners in six different areas. This year’s expanded awards includes categories such as:

· Excellence in AI-Powered Personalization

· Excellence in Email Marketing

· Excellence in Web Content Management

· Excellence in Omnichannel Orchestration

· Excellence in Content Marketing and Velocity

· Excellence in Business Impact Through Optimization

· Excellence in Omnichannel Experience Management

· Excellence in Managing Optimized Customer Experiences

We’re also excited to add a category that highlights individual users and practitioners who’ve worked directly on projects or campaigns that delivered exceptional value for their organization— the Experience Maverick Award. Finally, we’ll recognize one organization with the Spirit of Experience Business Award for implementing a notable organizational or culture change that drives social impact. You can review all 10 categories and see examples from last year’s winners such as MasterCard, ATCO and Coca-Cola here.

We believe that businesses that exceed consumer expectations do so by making experience their business. They create and deliver engaging personalized experiences along an entire journey — inviting and rewarding genuine user engagement. This starts by anticipating and responding to customer needs in real time, across all channels. As a result, not only do these exceptional businesses receive the highest marks in customer satisfaction, they also create an authentic culture of trust with their customers. The Adobe Experience Business Awards celebrates these innovative achievements among our customers and partners, worldwide.

Learn more about eligibility requirements and submit your nominations today: North America submissions are open until February 25, 2018. EMEA submissions will remain open until April 2, 2018.

We are excited to see and showcase your accomplishments.

The post Announcing the 2018 Adobe Experience Business Awards appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/announcing-the-2018-adobe-experience-business-awards/

Web Analytics: Adobe Maintains Its Dominant Position in New Forrester Wave

I am pleased to share that Adobe Analytics has maintained its dominant position in the newly released report: The Forrester Wave™: Web Analytics Q4, 2017 . Adobe earned the highest scores in the current offering and market presence categories, as well as in nine of the criteria used to evaluate vendors, including analytics and reporting; artificial intelligence; data ingestion; dashboards and alerts; data repository, model and access; performance; partner ecosystem; web analytics revenue; and number of enterprise customers.

Adobe considers web analytics a critical component of the digital intelligence and customer analytics needs of enterprises today, and has aligned its organizational structure and product development to deliver a best-of-breed solution. Adobe believes the most important component for brand relevance and long-term customer relationships is the ability to deliver exceptional experiences – which requires deep customer intelligence. By realigning its cloud business, specifically the development of Adobe Analytics Cloud, Adobe is positioned to deliver on this vision by becoming the customer intelligence engine in the enterprise, integrating web analytics data with other experiential data, and democratizing the use of analytics across the enterprise for data-driven decision making.

We think the proof is in the pudding. For instance, in the report, Forrester cited Adobe’s democratization of analytics, not just data:

“…Adobe has sought to emphasize features that democratize meaningful and actionable digital insights to anyone in the enterprise. It has concentrated on making the UI more intuitive and building on capabilities that allow the exploration of data breakdowns, relationships, and comparisons.”

Organizations are increasingly pushing every team member to become more data-driven in their decision-making. Adobe is delivering sophisticated web and customer analytics capabilities to users in all levels and lines of business within organizations. For example, within Adobe Analytics, Analysis Workspace provides role-based and curated workflows with interactive visualizations that provide each user a unique stream of highly relevant insights. With Analysis Workspace, users always have the data that they need in a consumable, flexible environment that encourages discovery and exploration —whether they are a data scientist or a data novice.

Additionally, Adobe has been infusing machine learning and AI capabilities from Adobe Sensei into Adobe Analytics, making advanced analysis available to users at all levels of an organization to surface previously unknown audience insights and segments that can be utilized for content and ad optimization. Brandon Proctor, President at AutoAnything stated:

“As a company who heavily relies on data to drive our business, we have benefited from invaluable insights delivered by Adobe Analytics for nearly a decade. Adobe Analytics is the only solution that surfaces advanced and relevant customer insights in a digestible and actionable way; our success is dependent on the analysis we glean from Adobe.”

We are all very proud that Adobe Analytics is not only the customer intelligence engine of Adobe Experience Cloud, but also the customer intelligence engine of many digitally empowered organizations around the world. Adobe’s web, digital and customer analytics vision aligns to the purpose of the Adobe Experience Cloud – which is to provide a comprehensive set of cloud services designed to give enterprises everything they need to deliver exceptional customer experiences. We are committed to pushing analytics innovations that will continue to drive strong results for our customers.

Go here to view the full report.

The post Web Analytics: Adobe Maintains Its Dominant Position in New Forrester Wave appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/customer-experience/web-analytics-adobe-maintains-dominant-position-new-forrester-wave/