Adobe Named a Leader in Gartner Magic Quadrant for Mobile App Development Platforms

At Adobe, we work hard to develop the tools that today’s companies need to meet mobile demands and get ahead of the curve. Adobe has just been positioned as a Leader in Mobile App Development Platforms Magic Quadrant by Gartner. This year marks the fourth year Adobe has been recognized as a Leader in the Gartner Magic Quadrant report. We are more than honored by this recognition.

A Better Way to Master the Mobile Experience

We are hyperconnected. Companies across every industry are striving to meet customer expectations when it comes to mobile apps. App development has become critically important, even vital, for customer connection and is becoming a significant part of connecting across an enterprise. Brand identity is more important, marketing professionals are creating more assets and IT departments are more strapped. The solution is a MADP that takes the whole eco-system into account.

With AEM Mobile we wanted to offer businesses a complete app creation and management system – one that was valuable to designers, marketers and developers – and utilized the products Adobe customers trust. By using an MADP that is integrated with Adobe Experience Manager and the rest of the Adobe Marketing Cloud, companies control workflow, retain creative agility and brand consistency; can deliver content to any mobile channel; and can acquire the deep business insights and content performance data that leads to user retention and loyalty.

Build, Manage, Measure, Optimize

AEM Mobile is unique in how it seamlessly integrates digital assets created by designers with the application flow created by the developer and allows marketers to update and create content on demand. Bringing developers, designers and marketers together allows them to consistently create an amazing mobile experience for users. AEM Mobile leverages existing assets, improving the consistency of the customer experience by incorporating creative and marketing collateral into an engaging app. It integrates with critical workflow APIs, CRM and ERP systems. It also integrates with PIM for scalable product and SKU management.

With a single, centralized interface companies can manage all existing apps and any newly created apps whether they are native or hybrid. AEM Mobile’s over the air update capabilities remove the need to re-submit to app stores. Once deployed, integrations with the Adobe Marketing Cloud provide detailed lifecycle analytics and user behavior.

AEM Mobile tears down the app-creation silo and brings together the services that provide the consistent, compelling and continuous customer experiences that Adobe customers enjoy. Within the confluence of these capabilities, companies can create the ideal app for their audience, update it along with their businesses evolution and personalize the experience for their users. It is a better, more dynamic delivery that spans the whole app lifecycle.

LIVE on #Periscope: Adobe Experience Manager Mobile Named a Leader in Gartner’s MADP MQ Report https://t.co/Fli0cmuYE3

— Adobe Experience Mgr (@AdobeExpMgr) June 16, 2016

Meaningful App Experiences

With AEM Mobile the outdoor gear company Black Diamond took over 400 SKUs and created a dynamic, engaging product app. They expect to save around half a million dollars in printing costs as they eliminate obsolete materials. Updating within the app removes any confusion around product availability or offerings. Everyone is on the same page, every time they open the app.

Hartford Funds took their digital marketing team of only eight people and created a wholesale app in only 90 days. They can repurpose content, get information to representatives and clients, and do so with more efficiency and accuracy. Their small digital marketing team is delivering great mobile app experiences by utilizing AEM Mobile.

Working in over 100 countries, DuPont has turned to creating mobile apps that could be used by teams in various countries. Sales enablement, product information and marketing messages need to get to millions of partners and AEM Mobile is their solution. Instead of printing 400+ page books of labels and data sheets, a clean, simple app is used to quickly retrieve information.

The Gartner Recognition

To be recognized as a Leader highlights our commitment to helping businesses build and manage visually appealing mobile apps that differentiate them from their competition. Gartner evaluated 17 vendors for the 2016 “Magic Quadrant for Mobile App Development Platforms” report.

The full evaluation criteria was vast. Gartner analyzed the vendors for their cross-platform development, deployment and management across the full life cycle, their support for multiple architectures and standards, and a solid understanding of IT requirements. Gartner also looked at overall viability, innovation, execution, and our track record and customer experiences – among a great deal of other factors – and ranked Adobe as a leader.

We are honored that Gartner has recognized the value that Adobe brings to organizations and we are focused on continuing to help our customers get ahead of the curve.

Read the full Gartner 2016 Magic Quadrant for Mobile App Development Platforms report here.

Gartner Magic Quadrant for Mobile App Development Platforms, Jason Wong, Van L. Baker, Adrian Leow, Joachim Herschmann, 15 June 2016.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

 

 

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/mobile/adobe-named-leader-gartner-magic-quadrant-mobile-app-development-platforms/

Data-Driven Marketing: Transforming the Digital Landscape

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/data-driven-marketing-transforming-digital-landscape/

Help center in Yoast SEO

In Yoast SEO 3.2 we added a new feature called the help center. The help center is meant to help you figure out all the settings in Yoast SEO. To do that it contains a ton of training videos. In Yoast SEO 3.3, which we released this week, we added knowledge base search to this help center. In this post I want to show you how you can use these features.

Where do you find the help center?

Simple: on (almost) every admin page of Yoast SEO and in the Yoast SEO metabox. It looks like this (as of the 3.3 release):

Clicking it expands it to a large purple box. In this box you’ll find at the very least a video tutorial, knowledge base search and an email support button.

Tutorial videos

We’ve created tutorial videos for every tab, so every tab has its own video. All the new features in Yoast SEO 3.3 already have tutorial videos. Click on it to hear me explain the features on that particular tab and how to use them.

Want to figure out all the settings in Yoast SEO? Check out our new help center in Yoast SEO 3.3! »

Knowledge base search

If you click on the knowledge base menu item, you can search through the Yoast knowledge base. Our knowledge base is a quickly expanding set of articles that explains common issues and answers common questions.

Search looks like this:

When you search, results are inline:

But even more important, clicking on an article loads that article inline. We actually load those articles from our knowledge base as AMP articles, in an iframe:

With the new knowledge base search in the plugin, you have the knowledge base at the tip of your fingers. Because the help center has a fixed height, you can scroll past it and adjust settings while looking up the configuration help.

Email support

If you have Yoast SEO Premium, the third option allows you to easily message our support team. The added benefit is that in the message that gets sent to our support team, we add a lot of meta-data. Our support team gets some server variables, a list of the plugins you have installed, the themes you have installed and your license key. That way we can prevent going back and forth for basic questions like that.

Read more: ‘How to use the content and SEO analysis of Yoast SEO’ »

from Yoast • The art & science of website optimization https://yoast.com/help-center-yoast-seo/

Point of Sale: Retail & Travel Weekly

This week’s articles include a perspective on how to make multichannel marketing work, how retailers should approach incoproating Snapchat into their strategies, and the growing importance of mobile SEO for retailers.

• “How to Make Multichannel Marketing Work” [eMarketer]: With consumers expanding their interactions across multiple devices, the need for multichannel marketing is more important.
• “Retailers should continue to test Snapchat, but at a small scale” [Mobile Commerce Daily]: Retailers should start testing small campaigns with direct calls to action as Snapchat begins to establish itself as an integrated purchasing platform.
• “Mobile SEO matters more than it used to” [Internet Retailer]: With more than half of all searches done on mobile, ensuring mobile SEO considerations are accounted for is important for retailers.
• “Future Of Retail: Artificial Intelligence And Virtual Reality Have Big Roles To Play” [Forbes]: Artificial intelligence and virtual reality are among the emerging technologies that are poised to influence the customer experience.
• “Retailers can reap rewards by being specific when listing products on Google” [Internet Retailer]: Using as much detail as possible when listing products on Google Shopping can help retailers be more effective with their marketing budgets.
• “Taking the Unexpected Out of Cart Abandonment” [PracticalEcommerce]: The most prominent cause for many cart abandonments is unexpected costs through the checkout process.
• “Super Metrics for Hotel Marketing & Online Revenue Optimization” [Hospitality Net]: Five metrics to consider when hoteliers look to optimize online revenue.
• “How hotels can localise their website to compete with Airbnb” [Tnooz]: With the local appeal of Airbnb, hotels can take action to appeal more to those looking for that local experience.

The post Point of Sale: Retail & Travel Weekly appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/news-and-resources/point-sale-retail-travel-weekly-58-13/

Partnering with Adobe to Drive Successful B2B Marketing

Uber is the largest car service company but owns no vehicles. Airbnb has the most overnight bookings but doesn’t own a hotel. At an increasingly fast rate, innovators are disrupting and transforming industries by facilitating market relationships – without the operational hassles of owning the channels that run them. In doing this, both the consumer and innovator win as operational hassles are removed and standards are increased.

In the consumer space, we can find several of these examples. But what about in B2B? How do service providers and technology companies offer the highest caliber of service to businesses without owning proprietary assets? In the world of enterprise marketing, these proprietary assets are often data assets.

Adobe, through our Solutions Partner Program, is providing this value. Just as Airbnb doesn’t own a hotel, Adobe doesn’t own a customer’s data assets. Rather, we’re providing the Audience Marketplace within Adobe Audience Manager for the buying and selling of first, second and third party data assets. We’ve invested and focused on data partnerships with quite simply the best in the industry. We have compiled over a half a billion B2B profiles allowing businesses to message to other companies as granularly or generically as they would like. And B2B companies can take advantage of this today through Adobe Marketing Cloud’s data management platform (DMP) – Audience Manager.

Thousands of brands worldwide including two-thirds of Fortune 50 companies rely on Adobe Marketing Cloud, including 10 of the top 10 world’s largest media companies, 10 of America’s top 10 financial services companies, and 10 of the top 10 world’s largest agencies.

At the core of this solution adoption is a desire to provide the best solution to Adobe and our partners’ end clients. In many instances, this could mean servicing, retaining and winning over the decision makers of some of the top companies in the world.

Today, Adobe partners with the top B2B companies in the industry to provide solutions for our mutual clients. Within Adobe Audience Manager’s Audience Marketplace, the top high-tech and ­­­­financial services companies can power their B2B marketing initiatives via Dun & Bradstreet, ALC, Bombora, Cross Pixel, Eyeota, Demandbase and TransUnion.

Having the best data partners is not enough. Adobe has created an e-commerce way for Audience Manager clients to test these data sets to evaluate who performs best for their digital initiatives. We give our DMP clients direct access to our data partners to see what the overlap is with their first party data and identify the best audiences for retention or competitive campaigns. Want to see it in action? Please click here to see our Premier Partner, Dun & Bradstreet, show you how this works.

Having me tell you about our data partners’ B2B strategy isn’t enough. In keeping with Adobe’s partner-led strategy, we wanted to give our partners the opportunity to speak for themselves. Please see below to learn more from our data partners directly about what B2B marketing in partnership with Adobe looks like for them.

Featured Partners:

• Dun & Bradstreet: Anudit Vikram, SVP, Advanced Marketing Solutions
• Bombora: Greg Herbst, VP Programmatic Data Solutions
• ALC: John Whitmore, VP, Digital Audience Solutions
• TransUnion: Jeffrey Minich, VP Product Partnerships, Digital

Q&A

• One of the biggest buzz terms in B2B marketing is “Account Based Marketing. What does that mean?

Anudit Vikram (SVP, Advanced Marketing Solutions, Dun & Bradstreet) The “marketing” in “account based marketing” is a bit of a misnomer. ABM is not just marketing. It’s a business initiative that unites sales, IT, product, customer success and other groups around one shared goal: to deepen engagement with target, strategic or major accounts. These accounts don’t have to be new business, either. ABM can also focus on retention, upsell and cross-sell efforts. Regardless of your specific ABM goals, the key is to align and orchestrate people, processes and technologies to deepen customer and prospect relationships.

• What makes B2B a category unto it’s own? Why is messaging to businesses different than messaging to consumers?

Greg Herbst (VP, Programmatic Data Solutions, Bombora): B2B sales are usually more complex than B2C. While the B2C purchase funnel is generally a one-to-one journey, there are multiple stakeholders involved in the B2B buying process. This means B2B marketers need to reach a range of individuals in varying disciplines across a prospect organization. In order to identify and target these groups – B2B data needs to not only have scale across a range of areas and audiences, but also be quite specific to target the right people – hence the higher cost. This complexity also drives higher cost in that there is less B2B data available – especially on a global basis.

• Which segments are growing at the fastest rate for B2B sales?

John Whitmore (VP, Digital Audience Solutions, ALC) ALC has observed a spike in requests for SMB decision-makers, specifically those who have a known influence on purchasing power at their respective organizations. The B2B buyer audience is also experiencing increased demand – which allows marketers to target known purchasers by type of product and frequency of purchase. In addition, we have seen a lift within the C-Suite segment – targeting these key decision makers by industry.

We are seeing an increased demand in retargeting anonymous website traffic with both email and direct mail. ALC has met this need with Remarketable – which combines the unparalleled response rates and deliverability of direct mail with the intent-to-buy relevance and timing of display retargeting.

• What do SMB’s need to know before engaging with B2B targeted data? How is it different than when a large business runs a campaign?

Jeffrey Minich (VP, Product Partnerships, Digital, TransUnion): Honing in on the right decision-maker and industry is usually key to identifying the right audience for a B2B campaign. Transunion B2B data provides the ability to target by Title, Industry, Revenue, and Number of Employees. SMB’s also often serve local markets so it’s important to localize your spend to geographies being served. Most buying platforms support localization of audience buys down to the zip code.

For larger businesses, we often see the need for what we call ‘Small Business Identification’ within their existing consumer CRM file. So for example, a large bank may wish to cross-sell small business products to its consumer banking customers who may also small business owners. By layering Transunion Small Business data on top of the bank’s CRM file within Adobe Audience Manager, the bank can create a new small business prospect audience for cross-sell campaigns.

• What is the biggest trend in B2B marketing in 2016?

Anudit Vikram We’ll see more discussions around measurement. In many cases, the cross-functional nature of ABM requires cultural change and, if the effort is strategic, significant time and resource investments. How do we measure the return on relationships? We can look at closed deals and revenue amounts, but ABM is qualitative by nature and requires different metrics than what we’ve used with the traditional funnel (e.g., conversion rates). For example, we’ll need to quantify how ABM is moving the needle on engagement and influence.

Greg Herbst Using intent data in ABM is a trend that every B2B marketer needs to be aware of. While typical approaches to ABM have used purely IP address targeting and demographic data (e.g. job function, etc.) – this has limited scale. It adds a rich layer of insight to ABM campaigns, enabling marketers to identify what exactly their addressable market is interested in and when.

Through the creation of a custom segment, or private cookie pool, Bombora can build a list based on insights from our Surge data – which measures when a company starts consuming content on a topic much more than they normally do. Bombora also mines surging intent data and enrich existing lists by matching the companies that are ‘surging’ – or in market right now – to help marketers target only those companies.

According to Forrester Research’s ‘2015 Business Technographics Global Priorities and Journey Survey’ report, the influence level of technology professionals in the US, is strongest with mid-management and SMEs – rather than with the C-level. Expanding ABM targeting beyond the c-suite gives marketers more complete reach – and likely influence – across the entire B2B buying process.

Ultimately, personalization and accuracy is the opportunity for B2B marketers. Strong data partners are the key to any B2B marketing strategy given the scarcity of quality B2B data and the complexity of understanding how various organizations function. Through the partnerships with the organizations listed above, Adobe Audience Manager’s Audience Marketplace is helping our clients navigate this challenge and offer the strongest solution to our mutual clients.

The post Partnering with Adobe to Drive Successful B2B Marketing appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/advertising/partnering-adobe-drive-successful-b2b-marketing/

Five Steps to ROI With Content Personalization

Today’s marketers are tasked with creating great experiences — relevant, compelling, personalized experiences that ensure customers get what they want but that also support the goals against which marketers are measured. Undoubtedly, we all agree that great experiences lead to greater marketing ROI, and I’m equally certain we all acknowledge that you can’t have great experiences without great content. However, the problem with content is that there just doesn’t seem to be enough of the right content built for the right audience and the right delivery channel — right when you need it!

In many cases, the content exists but needs a little tweaking or isn’t optimized for a particular channel. Sometimes, if you just had that other variation, you could validate your assumptions or better personalize the offers for particular audience segments. What we have here is a content velocity problem — one that Adobe is working hard to solve. I believe — and many brands I’ve worked with concur — that what’s been holding us back from really putting our data-driven strategies to work has been content to pay off those efforts. Today, we need to achieve higher content velocity to make this happen and to reach the next level of marketing ROI.

Five Steps for Gaining ROI From Content
I’ve been saying for several years now that we don’t lack the data to achieve the level of personalization our consumers desire and our businesses require. Many companies we work with have become extremely sophisticated in their abilities to connect the dots and know what their customers will respond to — actually doing it is a different matter though. Having the right content — in its many variations — has been the challenge. Content velocity allows us to put our data strategies to work. Here are five steps to get there:

1. Experiment With Your Content.
Your content represents your best ideas. You need to experiment with your content — think A/B and multivariate testing to truly prove your content strategy and ensure great content and ideas are put to work. Every piece of content has an intended purpose: to make a consumer want to do something that will benefit both of you. Adopt a philosophy around experimentation and make sure it’s constant; it should be an action everyone engages in frequently. Experimentation is critical; the higher your content velocity, the freer you are to experiment.

2. Target Your Content (But Not Without Testing).
Although there is, of course, nothing wrong with segmenting your customers, some marketers naively think it’s okay to take a set-and-forget approach to targeting with little or no regard for whether the content is actually working for that audience. Although this might be a “good enough” approach to personalization for some, it could be a wasted opportunity when your valuable content fails to resonate with your even more valuable potential customers. Let me provide an example.

One might assume that geotargeting would be a sound strategy, and it very often is: give a New Yorker “The Foodie’s Guide to New York,” right? Recently, one of our Adobe Target customers found the opposite was true though; it appears that many NYers are looking to get out of the Big Apple and discover cuisine in other locales! So, don’t target without testing — and don’t test without targeting! Be sure you understand who is responding to your winning content!

3. Let Data Science Be Your Guide.
While you work to create different types of content and experiences, it’s essential to let data drive those experiences and determine whether they’re working. This is what optimization is all about. But, sometimes, doing that is easier said than done. What I mean is that knowing how to act on what data — which insights are meaningful, what should you do with them, etc. — is the challenge. As you scale your digital properties and what you’re trying to achieve through them, you can’t necessarily always be there on the frontlines making those essential decisions. That’s where the data-science piece comes in.

Data science helps you see — with razor-sharp clarity — that this particular piece of content is winning with this audience, and then it takes more of that action on your behalf. Does this mean giving up a bit of control? No, not completely. But, it does mean marketers must be comfortable with trusting the data to make more of the decisions and to take more of the content actions. One very tangible example of this is Auto-Allocate: a feature in Adobe Target that uses data science as a virtual content traffic cop, so you don’t have to be one when testing different content variations.

4. Take Your Best Shot!
So, you have great content. And, you undoubtedly have very high-value locations across your digital properties that are intended to grab visitors’ attentions — like billboards. Think of the investment required for a brand to place a massive billboard ad on a busy highway — a billboard everyone will see. There’s one in particular I’m forced to take note of every day because of its lucky (or strategic?) placement just where the traffic comes to a standstill.

You likely have the digital equivalent on your website, but unlike the static behemoth on the 101, your traffic doesn’t have to be subjected to a hit-or-miss experience that — at best — generates mild interest for a select few. So, what are you doing with these prime locations? Just who decides what this hero content should be, given that it’s viewed by practically every visitor to your site or user of your app? Chances are, knowing who has control over that space and what’s shown in it can be a little dicey since it is of such high value. Some companies integrate carousels, feeling like they can serve even more interests more frequently — but that’s not the solution, at least not when ROI is concerned.

This is your chance to use automation and all the power of your data. Form these money pages around your most beautiful imagery, your most creative ideas, and your most powerful and relevant content. This is where data science and machine learning play important roles. That should dictate what happens here as well as who should see it and when. Again, it’s always about the right content, in the right place, at the right time. That adage is always important — especially in this scenario.

5. Think Outside the Box.
We all have websites and apps and other high-value digital experiences. So, how do we ensure that we’re delivering the right content across all of it? This final step is about moving beyond these experiences as individual elements, and instead, leveraging content and data at a high velocity to increase experience velocity. This velocity touches on the nimbleness with which we’re able to create these unique, all-encompassing experiences — not just personalize discreet pieces of content that show up on a website. We’re talking about replacing the Web of pages with a Web of experiences — it’s achievable, and it’s today. Recently, I had a chance to meet with a global media brand that is going through a site/app overhaul employing the popular tile design, and they are leveraging machine learning to offer literally hundreds of personalized content combinations on their homepage/screen. Now, that’s what I’m talking about!

Content Personalization + Content Velocity = ROI: The Formula for Success Is Yours!
Content is king right now, and your ability to deliver sky-high ROI from these experiences is essential. To do that, marketers must be able to assemble very customized, very dynamic content experiences that fully leverage data and content. The scary part for marketers? It’s not the speed or the delivery — it’s that your content represents your best ideas, and you’re experimenting with those best ideas. It can be scary — and even a little risky. But, no one’s ever gained a lot from testing button color alone. Riskier tests yield bolder ideas, and those bolder ideas tend to pay off in both the short- and long-terms and can help ensure powerhouse content velocity that achieves results. Because, at the end of the day, content velocity plus optimization leads to a velocity-of-experience delivery — that’s ultimately where we want to go and where your customers expect you to go. Get there, and you’ll reap the benefits in conversions, order values, and ongoing affinity — a true foundation for meaningful success.

The post Five Steps to ROI With Content Personalization appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/personalization/five-steps-roi-content-personalization/

How Cross-Channel Marketing Helps Build the Single Customer View

A single customer view doesn’t just imply visibility from data regarding who customers are, understanding their preferences, and creating buyer personas. Having the single customer view means you can act upon the insights gained in a way that creates rewarding and loyal relationships. This view becomes the launching point for all future campaigns; therefore, you should have a plan in place for how you’ll market to that single customer view (SCV).

In many cases, there will be common traits across all customers. The key to having an SCV is to continue understanding the evolving natures of consumers and anticipating where and when you can meet them along their journeys.

Customers are empowered. They interact and engage with brands wherever and whenever they want. Having a single view in place allows marketers to maximize each and every interaction, which drives engagement and often leads to conversions, loyalty, frequent purchases, and brand advocacies. This allows marketers to be ready for when and where a customer engages.

Why Is Mapping the Customer Journey So Crucial?
When I discussed mapping the customer journey previously, I emphasized how critical it is to the success of your campaign to map the right data to specific stages of the customer journey. It’s not just about having the data; it’s how you apply it where and when you meet your customer. Mapping is all about getting to know your customers, yes; but, more importantly, it is about developing a plan to put that knowledge into action.

When you have successfully mapped the customer journey, you should have the evidence you need to detail a plan to leverage the data you’ve collected. How does the data impact when you message a customer and which message you send, for instance? Without creating a plan from your customer-journey mapping, your marketers won’t be optimized for campaign success.

Mapping the customer journey requires data. Data drives marketers’ decision-making nowadays. But, data isn’t static; customer views are always evolving. So, as new data comes in that is relevant to our SCVs, we must leverage that data to iterate our customer view. Iteration allows us to better manage our outbound and inbound channels, messaging, and delivery timing. Smart mapping enables this iterative management process.

What Are the Challenges to Gaining a Single Customer View?
Customers interact with brands autonomously, but often, marketers are forced to have an approach in which they try to engage with customers at specific times through specific channels. Frequently, they meet this challenge by relying on different technologies that usually require different databases. This creates silos that become primary roadblocks.

The next challenge is the inability to obtain the right data — which resides in different systems or data silos — to build this precise, single customer view that is so crucial for customer-journey success.

For instance, email data might be sitting in a system that is separated from mobile analytics, which is separated from social, which is separated from Web. The partitions that separate important customer data can result in haphazard customer views — views that are anything but complete — and inhibit understanding who a customer is and how that individual engages or interacts across different channels.

Finally, there might be data quality issues — with potentially conflicting data residing in different systems — as well as different customer identifiers that become tremendous challenges for marketers who are trying to connect the dots when they’re building an SCV.

What Role Does Cross-Channel Marketing Play in Obtaining a Single Customer View?
A single view enables more effective cross-channel marketing, but the two actually go hand in hand. Cross-channel interactions are recorded and logged into contact history (including all outbound and inbound interactions), which further enhances the SCV. Because consumers are multi-device users, it’s essential to connect your cross-channel marketing analytics to get that view.

To further that point, when you build your SCV, make sure your data-driven marketing decisions accommodate the two important elements that appear in the micro-journey of customer engagement: static components and dynamic components. Elements such as monthly mailers, weekly newsletters, and SMS alerts are all static components that can be controlled by marketers. However, equal consideration must be given to dynamic elements such as varying customer-engagement times and the unknowns behind what marketing messages consumers will and will not connect with.

Cross-channel marketing is our greatest weapon in the war against challenges that inhibit a single customer view. It enables us to effectively map the customer journey and create that SCV. I encourage you to use as many cross-channel tools as you have available to define your single customer view. Your campaigns will thank you for it.

The post How Cross-Channel Marketing Helps Build the Single Customer View appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/campaign-management/cross-channel-marketing-helps-build-single-customer-view/