Campaign orchestration.

Collaborate to deliver the right customer experience.
 
 
The challenge
 

Your customers demand harmonious, personalised experiences everywhere they go. 

Customers want it all — perfectly synchronised online and off-line experiences that are not only seamless, but also personal. In short, they are looking for customer experience nirvana. Every single day. With a few taps of their thumbs they can research your brand and make an informed decision to purchase — or not. You need to meet them at the right moment, on the right channel, with a relevant message, but doing so across all touchpoints can pose challenges like the following:
 
“My company lacks a centralised place to orchestrate experiences.”  
Without central creation and management of campaigns, data from critical channels like mobile and web can’t be integrated with other valuable data sources, like CRM systems, call centre logs or product return records. Because of this, the picture of the customer remains woefully incomplete.
 
“I can’t predict when customers will interact with my brand.”
Siloed campaigns drive operational inefficiencies that lead to team disconnects, making it difficult for marketers to predict when customers will interact with their brand. 
 
“We’re losing customers to competitors.”
Without real-time customer interaction and contextual data for personalisation, marketing messages are out of tune — and often irrelevant. Ignoring the context of your communication does nothing to build brand attachment, but rather creates discord that may frustrate your customers. 

Single-channel personalisation is common, orchestration is harder:

87% of companies personalise through email.
 
87% of companies personalise through email.
62% personalise via social channels.
 
62% personalise via social channels.
51% personalise on mobile devices.
 
51% personalise on mobile devices.
Yet only 38% are optimised to deliver real-time offers and campaigns across all touchpoints.
Yet only 38% are optimised to deliver real-time offers and campaigns across all touchpoints.
  "The Power of Personalisation," Forrester Consulting commissioned by PricewaterhouseCoopers, December 2015.
Chris Nguyen

"Organisations aren’t designed for the new cross-channel world order. So a terrible experience with the operations department isn’t connected to a great experience with the sales department at the other end. In fact, these departments don’t even know that the other experience exists."

Gary Laben
Global Chief Data Officer, Wunderman
 
The solution

Align your efforts with campaign orchestration.

 
Campaign Isolation vs. Campaign Orchestration.
Campaign isolation is exactly how it sounds: disjointed and incomplete. Internal channel teams are working in silos to execute and measure segregated experiences. This environment creates experiences in a vacuum and keeps teams from sharing valuable data with each other. When a 360-degree customer view can’t be obtained, it’s impossible to integrate compelling personalised offers across the best channels at the best time.
 
 
 
vs.
Campaign orchestration is realised when teams collaborate to bring together customer data and messages. Once your teams and technology are working together, you can use your whole customer view to deliver relevant and personalised messages. Your orchestrated experiences will complement your customer’s needs, wants and desires — on the right channel, at the best time and with a desirable frequency.

Campaign Orchestration = Synchronising your organisation’s efforts to deliver relevant and personalised experiences across all channels and touchpoints.

Campaign Orchestration = Synchronising your organisation’s efforts to deliver relevant and personalised experiences across all channels and touchpoints.

There’s never been a better time to orchestrate contextual and personal experiences across each channel you use to engage your customers:
 
With campaign orchestration, your business will be able to:
COMBINE
 
COMBINE 
online and off-line customer data in a centralised profile.
ORCHESTRATE  campaigns across owned, earned and paid channels.
 
ORCHESTRATE 
campaigns across owned, earned and paid channels.
PERSONALISE  messages on a one-to-one basis and with moment-to-moment agility
 
PERSONALISE 
messages on a one-to-one basis and with moment-to-moment agility.
REACH  customers with meaningful experiences at the right moment.
 
REACH 
customers with meaningful experiences at the right moment.

Discover new strategies to keep your campaigns in harmony.

 

Learn how to more effectively engage with customers in
"Conducting the Cross-Channel Symphony."
 

The Adobe advantage

Build cross-channel virtuosity with Adobe.

Our solutions help marketers collaborate to manage campaigns, so they can reach their customers effectively and efficiently across every channel.
 
Gathering all your data in one platform allows you to gain a single view of each customer. And we’re talking data at a grand scale — profile attributes, interaction data, CRM data, third-party data and more. Easily translate this data into insights on key audience segments, so you know what is most important to your customers and can take action at the individual level.

To pull off personalisation of this magnitude, you need a centralised repository to create, store, manage and measure all of your content — a place where everyone can quickly access the most up to date versions of each asset. Even with a central content library, you’ll need help to personalise at scale. Let data-powered algorithms automate faster — and probably better — personalisation decisions for you. 
 
 
 
 

Campaign orchestration with Adobe helps you:

Increase conversion across existing and emerging channels.

 

Identify target audiences.
Combine off-line and online data in a data warehouse.

 

Combine off-line and online data in a data warehouse.
Retarget customers across channels.

 

Retarget customers across channels.
Create, automate and execute personalised messages in context

 

Create, automate and execute personalised messages in context.
Manage touchpoints across earned, paid and owned channels.

 

Manage touchpoints across earned, paid and owned channels.
Leverage disparate customer data in a centralised profile.

 

Leverage disparate customer data in a centralised profile.
Our tools further allow you to fine-tune your cross-channel marketing strategy by measuring the effectiveness of campaigns across multiple touchpoints — with anonymous or authenticated customers. The results are greater precision in measuring campaign conversions, sharper visibility into channel attribution and the ability to remarket to customers in real time.
 
Successful campaign orchestration is an ongoing journey to create the rich and resonating messages your customers love to hear. By embracing cross-channel customer experiences with Adobe, you’ll also increase brand efficiency and productivity, reduce operating expenses and improve the quality and reliability of your brand in the eyes of your customers. 
Get help orchestrating your campaigns to deliver harmonious customer experiences

 

Get help orchestrating your campaigns to deliver harmonious customer experiences.

Follow along as our enterprise platform architect explains how to co-ordinate your marketing efforts.
 
 

Customer story

Heathrow
Directing the airport experience.
London Heathrow is Europe’s busiest airport, responsible for millions of journeys each year. To personalise customers’ digital journeys, the United Kingdom’s aviation hub implemented a unified cross-channel platform to help synchronise every customer experience from the ground up.
 

Simon Chatfield

“Customers see Heathrow as one entity. If they interact with one part of the business, they expect the other parts to know who they are and what they need. We can accomplish that with Adobe Experience Cloud.”

Simon Chatfield
Head of eBusiness and CRM, Heathrow Airport Limited

With Adobe, Heathrow directs personalised campaigns that:

    • Create meaningful experiences for 6 million customers each month
    • Support their commitment to service excellence
    • Understand customer behaviour across every channel
    • Leverage the power of mobile to personalise experiences

Our customers’ campaigns are in sync.

 
Let us help you to manage the perfect synchronisation of data, content, channels,experiences and moments. You’ll excel at cross-channel marketing and win the hearts and minds of your customers. Never go back to siloed campaigns again.
You have one control centre for managing all your campaigns
 
You have one control centre for managing all your campaigns.
You easily predict customer interactions.
 
You easily predict customer interactions.
You easily make changes in real-time.
 
You make continual, data-driven improvements to meet customer needs.

Orchestrate your campaigns.

Delight your customers with exactly the right message, in exactly the right place, at exactly the right moment.