How to Personalize Omni-Channel Journeys for Customers (at the Right Time)
By Lee Pittman
The core message at this year’s Adobe Summit was to Make the Digital Economy Personal by building an emotional connection with customers and implementing hybrid future-proof solutions. Each session I attended highlighted the profound ways the past two years have connected us all — echoing what most of us already know … the pandemic has changed our lives forever and there is no going back.
However, Adobe Summit took this very recurring topic (i.e., companies forced into the digital space) and renewed our interest in it by demonstrating (rather than forecasting) what these changes actually look like when we take the time to really connect with our audience and listen to their needs and wants.
For instance, last year the Summit introduced the Adobe Journey Optimizer, a way to optimize an application built natively on their experience platform. It was tailor-made for marketers to manage the customer journey from broad general campaigns to in-the-moment realtime mobile engagements.
With Adobe Journey Optimizer, marketers can “manage scheduled omni-channel campaigns and one-to-one moments for millions of customers from a single application — and the entire journey is optimized with intelligent decisioning and insights.”
As a digital marketer myself, I can confirm that this is in fact what marketing dreams are made of.
Now, after only a year of working with Journey Optimizer, Adobe has already released an enhanced version that outperforms the competing applications on the market. This is because their teams took the time to listen to user feedback.
The latest version reflects consumer comments by delivering on their specific requests — which is a product that enables brands to optimize customer experiences with expanded messages and experimentation capabilities both within and across channels.
Additionally, the update allows marketers the flexibility to dynamically build, enrich, refine, and activate target audiences within individual journeys and campaigns, thereby personalizing omni-channel journeys for customers at the right time. And timing is everything in marketing.
This can be applied via:
- SMS mobile push
- Mobile in epic speakers with website connectivity
- Coming literature
Hold your horses reader, there’s more.
What makes Adobe Optimizer a great marketing asset?
The enhanced decisioning in Journey Optimizer, alongside the new AI and machine learning, not only optimizes the next best experience for a customer at any point in their journey, it is based around your team’s customized goals and desired outcomes.
It’s two for two, you can’t get any better than that.
Why is a personalized user journey so important in business?
The sheer magnitude and impact the pandemic has had across industries not only changed people’s habits but their expectations too. Customers anticipate personalized services and reject anything less.
The new AI and machine learning optimize the next best experience for a customer at any point in their journey. Since it’s all based on your goals and desired outcomes from a B2B brand perspective, the AI encourages personalization at scale by increasing engagement across channels and guiding users to the best page to submit their feedback and experience.
In other words, even if your campaign strikes out, you have a precise opportunity to learn why and iterate.
We could go on, but instead how about you contact one of our Adobe experts for a run-through?
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