Audience activation.

Knowing and engaging your high-value customers.
 
 
The challenge
 

Captivating your best audiences. 

The influence of traditional media channels is waning, while new opportunities to reach your target audience are emerging all the time. It’s a world in flux, and it’s changing the rules for your marketing mix. More to the point, staying in the past will make it more and more difficult to reach your customers — particularly those with the highest long-term value. You’ve probably found yourself thinking:

“I don’t have the information I need to engage the people who will bring the most value.” 
The audience definitions you get from advertising efforts don’t translate to your marketing systems, leaving you at square one and unable to coordinate campaigns.
 
“I know who my high-value customers are, but I can’t coordinate campaigns across channels.”
Marketing groups in your company each have their own goals, and it’s difficult to get your efforts in sync across channels to deliver consistent and relevant experiences.

“I know I’m leaving money on the table when my audiences aren’t engaged.”
You need content that’s personalized to your customers’ unique preferences so you can engage them, increase their loyalty, and boost your ability to monetize your digital properties.

Barriers to activating the right audiences.

Inability to connect customer data across systems and organizational silos.
 
Inability to connect customer data across systems and organizational silos.
 Lack of a holistic customer view and audience segments across departments.
 
Lack of a holistic customer view and audience segments across departments.
Inability to deliver custom audiences in real-time for marketing campaigns.
 
Inability to deliver custom audiences in real time for marketing campaigns.
Inconsistent experiences delivered to the same customers across channels.
 
Inconsistent experiences delivered to the same customers across channels.
Lack of personalization, resulting in limited customer engagement.
 
Lack of personalization, resulting in limited customer engagement.

Challenges of defining and engaging high-value audience segments.

 
60 percent

60% of organizations say the online-offline data divide still exists.

83 percent

83% of companies have difficulty merging siloed data points.

 Econsultancy and Adobe, April 2016
 
The solution

Unify data to know what your audience wants.

 
Audience degradation vs. audience activation.
Audience degradation is the result of inconsistent audience definitions and data passed from media companies and internal departments to marketing and advertising. The more convoluted the digital media landscape becomes, the more difficult it is for you to develop data-driven campaigns, which means more of your campaigns will fail.
 
 
vs.
Audience activation is made possible when your teams — marketing, advertising, and other departments — have one authoritative definition of who your high-value audience segments are and a seamless way to engage them across channels. The result is that you can quit hit-or-miss campaigns and start confidently activating audiences. 

Audience activation

Audience activation = The act of powerfully engaging high-value audience segments by using real-time audience data gathered across devices and channels and made available to all departments within brands to deliver personalized and relevant experiences.

Activating your key audiences requires the ability to:
CAPTURE data signals and aggregate them into targetable audience profiles.
 
CAPTURE
data signals and aggregate them into targetable audience profiles.
DELIVER unified high-value audience data in real-time across your organization.
 
DELIVER
unified high-value audience data in real time across your organization.
ORCHESTRATE execution across all channels for consistently powerful experiences.
 
ORCHESTRATE
execution across all channels for consistently powerful experiences.
AUTOMATE personalization of messages via machine learning, for higher engagement.
 
AUTOMATE
personalization of messages via machine learning for higher engagement.
 

Activating audiences begins with understanding who they are.

Learn how to accurately count and measure every viewer in

The Adobe advantage

A data-driven approach to engaging your best customers.

With Adobe, you can unify data across channels, departments, and systems, so every group can clearly identify high-value audience segments and their needs. Then we make your valuable audience data available anywhere targeted content or ads are needed, whether that content is simple copy or advanced multimedia messaging.

Our industry-leading solutions let you measure fragmented audiences on whatever screens and channels your customers use, providing complete audience descriptions that you can act on with confidence. We also make it easy to share this data consistently across your enterprise, so you can coordinate cross-department and cross-channel campaigns by customer segment, ensuring the same personalized messaging across all touchpoints. 
 
Our experts are ready to help you implement solutions — including machine learning algorithms to automate processes — with an eye on maximizing your investment and the quality of the customer experiences you deliver.  
Four things you can do with Adobe audience activation solutions:
Accelerate the delivery of accurate audience data at a lower cost.
 
Accelerate the delivery of accurate audience data at a lower cost.
Maximize your investment in advertising and content.
 
Maximize your investment in advertising and content.
Boost customer engagement and campaign returns.
 
Boost customer engagement and campaign returns.
Optimize the customer experience beyond single interactions.
 
Optimize the customer experience beyond single interactions.
 

Customer story

sky
Seeing high-value audiences in high-definition.
In the UK and Ireland, Sky has been making entertainment better for over 27 years. As part of Europe’s leading media company — with over 22 million customers across 5 countries — Sky depends on Adobe Experience Cloud for the tools it needs to engage its audiences at scale. They are able to identify and target their highest value customers and deliver personalized experiences that build loyalty, while creating more revenue opportunities.

Robert McLaughlin, Head of Digital Analytics, Sky

“Seventy-one percent of our customers engage with us through at least three channels, whether that’s by phone, in a store, or online. We need to connect all of these touchpoints into a single customer profile.”

Robert McLaughlin
Head of Digital Analytics, Sky

With Adobe-powered audience activation, Sky is able to:

  • Integrate digital marketing tools for actionable customer data

  • Improve monetary returns with personalized experiences
      
  • Understand customer preferences on an individual level

  • Use customer intelligence to integrate campaigns across channels
      

Get a high-definition view of your own customers.

Adobe makes it possible for you to unify your audience data across departments, channels, and devices. These insights help you surpass your competitors by providing seamless and stunning experiences that engage your high-value customers in new ways.
You know your high-value audience segments and their needs.
You know your high-value audience segments and their needs.
You deliver consistent, personalized interactions that delight customers.
You deliver consistent, personalized interactions that delight customers.
You maximize your investments in advertising and content.
You maximize your investments in advertising and content.

Start activating your audience.

 
Know your audience, create powerful personal experiences, and grow your revenue with greater engagement.