The great content mind shift.

Dynamic content is revolutionizing customer engagement and retention.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Every day, your customers are exposed to thousands of images when they’re online. Occasionally, one of those images will catch their eye — trendy, raw denim, patchwork jeans, the perfect set of mid-century accent chairs, or a showstopping chunky gold dive watch. They love the color or the uniqueness of the object — and they want to own it. But they can’t. They don’t know where or how to purchase it.
 
Moments like these are missed opportunities in the customer journey. When the content is static, when it doesn’t deliver a rich, immersive experience that provides the next action in the buying journey, the experience falls flat and the ever-fickle customer moves on — to something better, more engaging, more responsive.
 
Now imagine a different scenario. A customer sees a photo online, “likes” it, and instantly receives an email with a link to the product page to purchase those jeans, the furniture set, or that timepiece. And right in that moment, when the customer desires that item the most, that’s the time to give the customer a chance to buy.
 
LIKEtoKNOW.it, which offers this exact service for products on Instagram, made US$10 million in sales in its first nine months of operation last year. And it was all because it linked customers with content the customer could interact with — right away. In fact, when customers signed up with LIKEtoKNOW.it and chose the number of emails they would receive, a surprising 95 percent of shoppers opted for product purchase information immediately, instead of the less frequent options of daily or weekly emails.1
 
Verizon Wireless saw the same boost in sales — a 16 percent conversion lift — when it began offering dynamic content. The carrier added product videos showing phones in action from every angle versus the more static content of product photos and bulleted lists of features.2
 

Verizon videos sell themselves.

Dynamic content delivers for Verizon:
16%
 
Conversion increase on product pages
75%
 
Reduction in customer support calls 3
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The content evolution.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Content is already one of the most powerful selling tools for businesses. But the way content can be delivered to customers is rapidly evolving. Dynamic content creates opportunities for instant interaction and is opening new doors for how businesses can connect with customers.
 
Just as Netflix revolutionized video rentals and Amazon modernized bookselling, dynamic content is helping marketers to transform interactions with customers. Businesses that wait too long to enter the digital game and hold on to old, less responsive models for content development will likely see the same slow decline in customer loyalty that Blockbusters and Borders faced as customers discovered better ways to get videos and books.
 
If the extinction of behemoths like Blockbuster and Borders teaches us anything, it’s that when improved customer experience trends and technologies appear in the marketplace, businesses that ignore them will lose out. As Melissa Lemberg, partner at IBMiX, noted at 2016’s Adobe Summit conference, “The last best experience a customer had anywhere, is the experience they expect everywhere.”4
 
Like the “delivered to your home” models of Netflix and Amazon, dynamic content is creating a better experience for the customer that offers more convenience and instant interaction than traditional, static content. Not only can dynamic content allow you to essentially hold conversations with customers, it can remember previous interactions. It can then use this memory to help retain customers, sell more products, or even upsell to a better offering. Finally, with the right tools and technology to build and manage dynamic content and the ability to use analytics to drive next actions, you can know your customers and deliver automatically personalized experiences that will engage them through every step of the buying journey.
 
Marketers that start evolving their content now to be more dynamic by being interactive and personalized will be in the best position to build customer relationships through their content and have active engagement with customers that results in increased loyalty, greater word-of-mouth referrals, and improved conversion.
Melissa Lemberg

“The last best experience a customer had anywhere, is the experience they expect everywhere.”

Melissa Lemberg
partner, IBMiX

 

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The moment to wow is now.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Marketers must respond to opportunity—delivering the right content in the right moment to engage with customers in positive ways. And dynamic content is what makes this agility possible.
 
Dynamic content is all about interacting with consumers in the present moment. Unlike unresponsive static content, dynamic content sparks a dialogue between the consumer and the brand.
 
This interaction may occur when a customer clicks on products they see in a video or with an interactive quiz or infographic. Whatever it is, the value of dynamic content is how it draws customers in and engages them in a deeper and more meaningful way. At the same time, it allows brands to keep learning from the customer and developing better ways to drive retention and engagement. This is not necessarily a new concept. Interactive infographics, quizzes, and product videos have been around for some time. What’s new however, is how these pieces of dynamic content are being used to attract fresh customers and engage with existing ones. For instance, travel websites can use geographic information to offer weekend getaway specials, or retailers can use location information to serve up clothing suggestions that fit particular climates.
 
Dynamic content has also become more accessible for marketers, thanks to new technology and tools. Rather than having to create multiple versions of content for various channels, content can be automatically resized or tagged, saving time and resources. More importantly, it can be managed by marketers with no design or development background. They can swap out media; crop it; add banner text; or change sizes, formats, resolutions, and more. All without ever having to burden a development team.
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Ultra-efficient and ultra-shoppable content.

Dynamic media also makes it ultra-efficient for consumers to find and buy what they want. For instance, J.Crew’s “Shop this look” feature offers quick-look galleries that let shoppers select an outfit in quick view and then add pieces of the outfit to their cart without searching for the products in other category pages.
 
Likewise, John Lewis, a department store in the United Kingdom, offers videos of furnished rooms on their website. While watching, customers can click on sidebar photos of the products they see that they want to purchase.
 
Even across channels, dynamic content helps create a seamless experience. For example, when a customer sees a dress she loves on her favorite character on TV, she wants to be able to move seamlessly from the TV to a tablet to purchase the dress. Websites like WornOnTV.net keep the cross-channel conversation going, offering a way for consumers to see something on one channel (TV) and then find it on another channel (online). Shoppers simply go to the company’s website and click on a “shoppable hotspot”—a link embedded into the image of the dress—that allows the customer to go directly to the brand’s product page where they can make a purchase.
 
In these examples, with only one or two clicks—even across channels—customers are taken to a product page where they can purchase the product. It’s efficient and it’s effective, especially for customers on mobile devices, where easy navigation is imperative for a quality experience.
 
In a recent survey of customers that used tablets to make purchases in the last 12 months, these types of shoppable hotspots made a significant impact on shopper behavior. Not only did 72 percent of users find it easy to find relevant product information, 66 percent found enough information to make a purchase decision.5

Shoppable hotspots make buying simple.6

77%
 
Of shoppers are more likely to perceive a site to be easier to navigate if shoppable hotspots are present.
79%
 
Of shoppers perceived the task of locating the “add to cart” button significantly easier to accomplish.
79%
 
Of shoppers found it easy to find relevant product information.
66%
 
Of shoppers found enough information to make a purchase decision.
Source: Shoppable Media: The Next Frontier. Adobe.
 
Marketers can go even deeper with dynamic content on mobile devices, offering customers not just an easier way to make purchases, but a more customized and responsive experience—one specific to their personal tastes. We are entering an age when shopping on a 4-inch screen is no longer a chore, and context-specific offers are no surprise. Customers can go to a brick-and-mortar store with a mobile device, have that phone recognize who they are, and switch to “store mode.” Home Depot shoppers looking for a product they found online can go to their local Home Depot with their app and have their phone show them which aisle their product is located in. Marketers can give customers the right product at the right time, based on their mobile behaviors.
 
Through new tools that streamline the process, marketers can now design responsive experiences in the context of the device, build apps influenced by device-specific behavior, or personalize offers in campaign banners and product detail pages. For example, marketers can use data, as GeoMetrix does, to create mobile banners to speak to customers by name and product interest.7 Or, by using responsive design, marketers can optimize for mobile devices by modifying the layout, filters, and navigation. Not only are images resized and reformatted automatically based on page break points, but responsive design allows the zoom experience to be catered to mobile as well.
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Video killed the radio star.

As more customers shop, conduct business, gain an education, and more in the virtual world, they are looking for a more immersive experience. They want one that feels as real and complete as in-person. Video can offer this immersive and dynamic experience, taking customers from a static format to one that is more innovative and 3D.
 
In fact, shoppers who view video are almost two times more likely to purchase than non-viewers.8 For mobile users, video becomes even more important—with mobile shoppers three times as likely to view a video than desktop shoppers.9 Even when in a retail store, 57 percent of smartphone owners say they watch product videos on their phones.10
 
To make the video experience more dynamic, there are now tools that allow you to use video encoding profiles and an adaptive streaming service to detect both device characteristics and bandwidth. This means you can serve optimized content on demand. Adaptive streaming is particularly useful because it allows marketers to deliver video by integrating content into existing workflows.
 
Companies like ASOS have paid attention to the high conversion rates that dynamic video experiences can deliver. As the first retailer in the United Kingdom to launch “catwalk” videos, ASOS uses models to provide customers with a 3D visual of how the clothing will fit when they are in motion.11  Not only does it help with the decision-making process, giving customers a better idea of the weight and length of the clothing, it has also helped reduce merchandise returns.
 
But ASOS isn’t done yet. As a company, it understands the need to continually innovate its content in order to survive and thrive. As Nick Robertson, ASOS founder, notes, “The thing that’s going to kill us probably hasn’t been born yet, so you’ve got to keep asking what’s next.”12
 
Even in the business-to-business environment, dynamic videos are a powerful tool for success. For Alere, a worldwide leader in innovative healthcare, dynamic media has made the sales process a richer and deeper experience, as content increasingly appeals to customers and provides a more immersive experience. “Trying to explain how new diagnostic systems work can sometimes be difficult,” says Liz Gianneschi, senior marketing communications manager in Global Marketing Services at Alere. “Videos, animations, and illustrations can make it clearer for customers to see how systems operate and their benefits. Our sales representatives can communicate product offerings much more effectively using a tablet to showcase our dynamic product publications.”13 Ultimately, dynamic content doesn’t just inform customers—it helps them to feel as if they are having a real-world experience rather than a virtual one.
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Interact rather than react.

Staying connected to customers requires finding ways to develop online conversations so that you can listen and learn about their wants and needs. To further the relationship, you can gather more information through various interactive experiences, including infographics, quizzes, and ROI calculators.
 
The New York Times discovered the power of interactive content with its readers several years ago. At end of December 2013, they posted an interactive “dialect map,” called “How Y’all, Youse and You Guys Talk,” on their website. This interactive quiz became the most visited piece of content on the New York Times site in 2013—more than any breaking news story or in-depth reporting—even though it only ran for a couple of weeks at the end of the year.14
 
Since then, the New York Times has continued to use interactive quizzes and infographics to engage readers. Quizzes and other interactive content can also help steer customers where companies will have the most success with them. According to a June 2016 survey in eMarketer, 23.7 percent of respondents said they wanted quizzes and questionnaires to help them find the right products.15

How to create an interactive quiz your customers will want to interact with.

1. Choose a quiz style.
  • Create personality-based quizzes, as many enjoy gleaning insights about themselves.
  • Try knowledge-based quizzes to let your audience see how they stack up on different subjects.
  • Offer a fun challenge to your audience with trivia-based quizzes.
 
2. Follow these guidelines for success.
  • Don’t make it too long. Six to 10 questions is a good target.
  • Put some flair into the quiz. Use humor, a conversational tone, or other tactics that will make readers want to engage.
  • Use images and visuals. Images reinforce your questions and make it more interesting for the audience.
 
3. Optimize for lead capture.
  • Have a CTA or lead capture request.
  • Be clear and honest about what you’re asking for and what customers will get by providing personal info.
  • Ask for minimal info (email address only, and so on).
 
4. Get it done.
  • Don’t re-create the wheel. Plenty of tools are already out there that can help.
“If you published a fun quiz in your app that was related to your product or service,” says Polly Alluf, vice president of marketing at Insert, “you could win both your users’ attention and an opportunity to collect data about them that could serve your long-term business goals.”16
 
REI built on the idea of using engagement to further their long-term business goals. For starters, they created an app community called “Adventure Projects.” It’s a family of apps that allow users to track activities and share photos, reviews, and insider information on trail systems. By giving customers a way to display their passions, it led directly to higher engagement within the app and with the brand.
 
REI learned more about their customers by asking questions like, “What insights do we pull away from this?” and “How are we learning and being better, not only at reaching people, but at creating a dialogue with them around the stuff that they care about?”17
 
By developing an ongoing “conversation” with their core audience, the outdoor community, REI is growing their customer base, driving loyalty, and encouraging return visits. At the same time, they are growing their data set and finding other innovative ways to develop the appeal of their products and brand.
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Evolve your technology.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As cool as dynamic content is and as engaging as it can be, many marketers still find it difficult to create. But the perceived difficulty shouldn’t hold them back. Companies are finding that they can take the burden off development teams and create dynamic content internally by using new tools and technology that allow them to advance existing content into new formats.
 
A robust digital asset management (DAM) solution is often one of the most underutilized tools in the creation of dynamic content. The right DAM system can empower marketers to create dynamic experiences on their own, without burdening other creative professionals or web developers. Yet, according to the CMO Council, only 27 percent of marketers have a process in place to aggregate, organize, and manage the visual assets being used across their marketing teams.18
 
However, as Hyatt Hotels Corporation discovered, having the right DAM tool can make it much easier to pull together dynamic content using existing assets. Hyatt stores approximately 70,000 images from its properties worldwide. They have empowered thousands of content creators company-wide with fast access to branded, quality images via the use of a sophisticated DAM system. Metadata tags keep associated details, such as photographer release forms, model release forms, legal notices, and other key documents connected to the image. This enables sophisticated search parameters, making it easy for content creators to identify hotels or lifestyle images designed for specific website pages.19
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Reach mobile audiences DAM easily.

Forward-thinking businesses can reach mobile audiences more effectively when they use a DAM solution that allows them to work across devices. Alere, for example, delivers product and corporate information to 29 countries in 15 languages. “Depending on the website, anywhere from 20 percent to 45 percent of our audience comes from a mobile device,” says Justin Heasman, associate director of global web operations. “The ability to reach those audiences through responsive design is key.”
 
But the ability to optimize and deliver content across devices is an important opportunity many businesses haven’t yet realized. Despite the rapid growth in time spent on phones and tablets, advertisers still spend relatively little of their ad budgets on mobile platforms. In fact, last year, BI Intelligence noted consumers spent 25 percent of their time accessing media on mobile devices, while advertisers spent only 12 percent of their total ad budgets on mobile inventory.20
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Automate for greater scale.

Whether it’s the need to work across devices, clip videos on the fly, or ensure regulatory approvals and associated details stay connected to an asset—DAM tools can help businesses rapidly scale to specific initiatives. And they can do it easily—without the need to bring in a team of developers. Using metadata fields to identify and tag images and assets, companies can build a taxonomy that can better enable automation.
 
Automation within a DAM solution makes it easier for companies to build and deliver optimized content at a huge scale. Companies that are launching new lookbooks weekly, or even daily, can map their lookbooks to individual SKUs. Assets can be uploaded and automatically metatagged, and images can be automatically resized, cropped, and formatted to fit any screen size or device. As machine learning advances, next-generation DAM systems can remember and learn what content to serve to specific customers. And serve this content in real time. In fact, there has been a 27 percent increase in the automation of web content based on a person’s profile or behavior and a 23 percent increase in the automation of personalized content for mobile in 2016.21
 
TUMI Inc. uses a sophisticated DAM system with automated image resizing capabilities to achieve several goals at once. Due to the ease of use of the system, they brought in house the creation and management of all images and videos required to show their products online. Using a DAM system, they also saved significant time and could now use only a single video or image for each view instead of creating multiple variations for various devices. The result is that TUMI puts new content online faster—speeding up product launches by up to four weeks and content delivery by 40 percent.22
 
Companies seizing the opportunity to use this kind of technology are creating dynamic content with less effort and cost and are reaping the rewards—deeper traction with their customers, more brand loyalty, and more agility.

DAM automation delivers returns.

40%
 
Faster delivery of content
Fast
 
Up to 4 weeks faster product launches 
40%
 
Increase in how long shoppers spend on a site when dynamic images and videos are present
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Personalize or perish.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Dynamic media is helping marketers stay focused on the customer by delivering more personalized experiences and content.
 
More than half of senior marketers worldwide polled in a CMO Council survey said that using enriched or personalized content and digital interactions brings higher response and engagement rates.23
 
And in another study, 68 percent of companies say they automate personalization on their website, and 62 percent automate personalization on mobile. Of that 62 percent, 91 percent say automation has led to an improvement in KPIs on their website.24
 
In an average company:
68%
 
Automate personalization on their website
62%
 
Automate personalization on mobile
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Using automation, LIKEtoKNOW.it sends personalized emails showing customers a list of items they’ve liked with links to where they can buy them. Similarly, the Shazam app allows customers to identify music they enjoy and then follows up with a personalized email showing a list of recently “Shazamed” tracks. And to further the personalization, Shazam saves links to those songs on the app, so customers can play a free clip or pay to listen to the entire song.
 
With leading-edge tools and technologies at their fingertips, marketers can now create commerce-friendly digital experiences that are immersive on any screen or device. This includes being able to personalize content by automatically tuning images and videos to the size, format, resolution, and crop that best suits the user and the user’s device. With ASOS, an online shopper can watch a video of a model heading down the runway sporting the latest designer top just as easily on a mobile phone or a laptop. On the phone, the video switches to full-screen view with prompts on how to easily leave the “page.” On the laptop, the runway stays in a condensed screen surrounded by copy and links to other photo views of the product. ASOS marketers take advantage of the tools at their fingertips to give their users the best experience for the device they are using.
 
Offering customers in-depth visual experiences is another critical component of personalizing content. In a recently conducted viewer study, results showed that across the board, in each age bracket and across both genders, shoppers want to be provided as much visual information in as large a viewing format as possible. People appreciate the ability to zoom to deeper detail levels and truly examine products. Full-screen viewing with interactive zoom and pan is the preferred format, as it enables an even closer look at products.25
 
Room & Board, Inc. boosted customer confidence and sales by helping customers visualize custom cabinets and furniture with dynamic media that allows the customer to assemble and design a custom cabinet to their specifications. By giving customers confidence in their purchases through enhanced visualization, Room & Board increased their online revenue by 152 percent.26
 
Nike is another example of a business using the visual experience to make deeper connections with its customers. The Nike website enables shoppers to click on a product and populate the entire screen with images of that product. Clicking to zoom reveals deeper levels of detail, and the small guide in the upper right corner of the screen enables full-screen dynamic pan and zoom. Users can reveal product details and get an incredibly realistic view that might otherwise only come from an in-store shopping experience.27 
Nike
Because of experiences like these, customers expect personalization. And those that don’t deliver it consistently will find themselves in the shoes of Borders and Blockbuster—slowly perishing.
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Analytics breed personalization.

Just as the right DAM solution is critical to managing, creating, and distributing dynamic content, so are the right analytical tools in allowing you to further personalize the experience. With analytics, you can track how long your customers are engaged and what content is engaging them. You can also track other critical drivers such as the channel, the time of day, or the placement of content on a page. For instance, to track how customers interact with digital services, TUMI uses integrated analytics tools, enabling them to see that their investment in dynamic content is paying off. “Session times have increased by up to 40 percent, so we know customers are taking more time to explore our products,” says Naveen Gunti, senior director of e-Commerce Technology and Operations for Tumi.
 
Just as next-generation DAM solutions are using automation and machine learning to optimize content management and distribution, “smart” analytical tools are also becoming more prevalent. They use the results obtained from one interaction with customers to adapt their algorithms and improve them over time—learning what customers’ preferences are. For example, when Amazon sends a customer a buying suggestion, but the customer doesn’t respond, it will alter its algorithm to “learn” what recommendations to suggest next time. Similarly, Pinterest uses a machine-learning tool to allow users to click on any object within an image to see visually similar results.28
 
Offering varied and interactive content is important, but the biggest value for marketers is the ability to apply machine learning algorithms to define patterns and spot trends. This allows marketers to be dynamic, not just in the type of content they deliver, but in personalization of the content itself.
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Map the journey.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

To determine the true triggers behind your customers’ journeys, you must find ways to track them through the jungle of online and offline experiences, across devices and channels.
 
Algorithmic attribution models allow you to identify specific activities offline and online that impact the purchasing decision. Currently, 96 percent of advanced companies are rating algorithmic attribution as important or very important.29
 
As consumers continue to increase their interaction with brands across a multitude of platforms and places, data is becoming difficult to track and easy to lose. This makes algorithmic attribution increasingly important. For instance, even if 20 percent of purchases come from mobile devices, it’s possible that much more than 20 percent of sales would be lost if a retailer shut down its mobile platform. "The reason is,” says Vishal Agarwal, executive vice president and chief marketing officer at Choxi.com, “that people make their decisions across channel, be it online or offline or mobile or on a messenger bot.”30
 
To deliver more personalized and targeted dynamic content, you need tools that tag content for measurement and map it to buyer personas and customer journeys. Mature organizations are much better at driving traffic to their site, attributing where it has come from, and analyzing it, in large part because they pay attention to site tags. By doing so, these businesses can determine which leading and closed-loop metrics are most applicable.
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Combine attribution and analytics for the perfect customer DNA.

You also need analytics to help drive personalization, attribution, and successful interactivity. With TUMI, analytics has allowed them to see that the more interactive features they added to their site were driving more traffic to mobile at a faster rate.31 And Hyatt used analytics to determine which colors worked best on buttons across their site, as well as better understand how a mobile app in beta was working across different channels.32 The insights provided helped both companies make tweaks that then further drove customer engagement.
 
These insights can only be discovered through proper labeling—using a combination of metadata and taxonomies. Many companies find this a difficult and time-consuming process. But those that are successful can reap big rewards.
 
And fortunately, tools now exist that use auto-tagging and dynamic content metadata capabilities to drive savings and help discover new revenue streams.
 
In the future, smart collections, smart content sets, and smart shoppable media based on demand-based user preferences will be expected by customers. But to drive this type of experience, companies will need to use their metadata and data appropriately. Ultimately, dynamic content provides the speed necessary to keep up with customers, but it’s content metadata that provides the precision to ensure an accurate and personalized aim.
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Evolve or dissolve.

 

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As technology continues to march forward, businesses need to keep up to stay engaged with customers. Just as loyalty switched from being about selection to convenience in the Blockbuster versus Netflix experience, customer loyalty is evolving—with a focus on content that knows and grows with the customer. This means companies will need to measure content effectiveness and act on it quickly. They will need to be prepared to manage new screen sizes and resolutions as mobile use continues to proliferate. And finally, they will need to continue to evolve the type of content they deliver as new technologies like 3D modeling, 360-degree videos, and virtual reality become more integrated into the consumer experience.
 
Those already creating dynamic content will be most ready to act on these new opportunities. L’Oreal is already using augmented reality with its Makeup Genius app, which allows users to “try on” makeup with their phones without ever having to step into a physical store. And, if they see what they like, they can seamlessly purchase products through their online store.33
Digital maturity
As this chart illustrates, companies that continue to deliver static content face near extinction, while those that evolve to dynamic content—incorporating machine learning and automation into the process—are best poised for success.
 
Eventually Blockbuster and Borders saw the writing on the wall and started to provide more digital consumer-driven experiences, like Netflix and Amazon. Unfortunately, they waited too long to evolve, and their once-loyal customers were already gone.
 
At the end of the day, the future of dynamic content delivery revolves around continuing to get more immersive, interactive, and personalized experiences to market faster. The tools to create dynamic content quickly and effectively already exist. And those businesses that evolve to take advantage of the benefits of dynamic content are the ones that will survive and thrive in a customer-centric world.

Let data drive your experiences.

No matter the industry, data enhances your ability to engage customers. See how various industries benefit from data-driven marketing.
 
Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
© 2017 Adobe Systems Incorporated. All rights reserved. Printed in the USA.
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  1. Elizabeth Holmes, “How Style Bloggers Earn Sales Commissions, One Click at a Time,” the Wall Street Journal, February 11, 2015,
    http://www.wsj.com/articles/how-style-bloggers-earn-sales-commissions-one-click-at-a-time-1423693911.

  2. “Verizon Wireless, Enabling Better Communications,” Adobe Customer Story, 2014.

  3. Ibid.

  4. Adobe Summit Super Session 5, Travel Digital Transformation, “Customer Centricity and the Journey to Personalization,” Adobe Summit, March 2016,
    http://images-tv.adobe.com/avp/vr/f9a22e0b-df84-4fab-95fd-82db9072a993/dfd485f0-5758-4178-b666-e9a00ece91f2/8d1a5cd6-9ba2-4bdb-aeeb-859358289865_20160324063723.854x480at800_h264.mp4.

  5. Adobe, “Mastering the Complexity of Mobile with Simplicity: 2015 Adobe Mobile Consumer Survey Results,” 2015.

  6. Adobe, “Mobile Marketing and Merchandising” guide, 2015.

  7. David Lloyd, “SEO for Success in Video Marketing,” Adobe Digital Marketing Blog, April 20, 2015,
    https://blogs.adobe.com/digitalmarketing/search-marketing/seo-for-success-in-video-marketing.

  8. Ibid.

  9. Ibid.

  10. Suzanne Bearne, “Analysis: Eight Ways Nick Robertson’s ASOS Revolutionized the Online Fashion Landscape,” Retail Week, September 3,  2015,
    https://www.retail-week.com/sectors/fashion/analysis-eight-ways-asos-revolutionised-the-online-fashion-landscape/5078624.article.


  11. Ibid.

  12. “Alere: Diagnosing and Monitoring Health Conditions Globally,” Adobe Customer Story, 2015,
    http://www.adobe.com/content/dam/Adobe/en/customer-success/pdfs/alere-international-case-study.pdf.

  13. Jeff Pundyk, “Unlikely Pairing Leads to Content Coup,” CMO.com, January 22, 2014, cmo.com.

  14. Anne Pilon, “Ecommerce Gamification Survey: Fun Experience Can Lead to More Sales,” AYTM Blogs, June 15, 2015,
    https://aytm.com/blog/daily-survey-results/ecommerce-gamification-survey.

  15. Polly Alluf, “How to Keep Excitement ‘GOing’ for Your Mobile App,” CMO.com, July 20, 2016, cmo.com.
  16.  
  17. Keith Loria, “Ben Steele Blazes New Trail as REI’s First Chief Creative Officer,” CMO.com, June 13, 2016, cmo.com.

  18. “Marketing Storytellers Eye Visual Content,” eMarketer, August 13, 2015,
    http://www.emarketer.com/Article/Marketing-Storytellers-Eye-Visual-Content/1012853.

  19. “Hyatt: Enriching Customer Journeys,” Adobe Partner Story, 2016,
    https://www.adobe.com/content/dam/Adobe/en/customer-success/pdfs/hyatt-case-study.pdf.

  20. “US Digital Media Ad Revenue,” BI Intelligence, 2016.

  21. “Four Essential Elements for Digital Maturity,” Adobe, 2016.

  22. “Tumi: Upping the Fun Factor for Shoppers,” Adobe Customer Story, 2016,
    http://www.adobe.com/content/dam/Adobe/en/customer-success/pdfs/tumi-case-study.pdf.

  23. “Why Marketers Don’t Personalize Content,” eMarketer, March 31, 2016,
    https://www.emarketer.com/Article/Why-Marketers-Dont-Personalize-Content/1013768?ecid=MX1086.

  24. “Four Essential Elements for Digital Maturity,” Adobe, 2016.

  25. “From Shoes to Shirts, Bigger is Always Better,” Adobe Shop Talk blog, February 10, 2010,
    http://blogs.adobe.com/scene7/2010/02/from_shoes_to_shirts_bigger_is.html.

  26. “Room & Board: Passion for Design,” Adobe Success Story, 2013,
    http://landing.adobe.com/en/na/products/marketing-cloud/51112-room-and-board.html?s_osc=70114000002JEEoAAO&s_iid=70114000002JDQ6AAO.

  27. “From Shoes to Shirts, Bigger is Always Better,” Adobe Shop Talk blog, February 10, 2010.

  28. Loni Stark, “Why Machine Learning Will Enhance, Not Replace, Human Creativity,” Adobe Digital Marketing Blog, May 13, 2016,
    https://blogs.adobe.com/digitalmarketing/web-experience/machine-learning-will-enhance-not-replace-human-creativity/.

  29. “Four Essential Elements for Digital Maturity,” Adobe, 2016.

  30. Brielle Jaekel, “Retailers Should Tap Mobile Media to Integrate the Customer Journey,” Mobile Marketer, August 17, 2016, mobilemarketer.com

  31. “Tumi: Upping the Fun Factor for Shoppers,” Adobe Customer Story, 2016.

  32. “Hyatt: Enriching Customer Journeys,” Adobe Partner Story, 2016.

  33. Elissa Dunn Scott, “Finding Pokémon—Augmented Reality Finally Has its Moment in Pop-Culture History,” Adobe Creative Cloud blog, October 18, 2016,
    https://blogs.adobe.com/creativecloud/finding-pokemon-augmented-reality-finally-has-its-moment-in-pop-culture-history.