Personalisation brings one-to-one marketing to your audiences.
Customers want you to know them. To respect their individuality. Convincing your audiences that you are talking to each individual directly takes personalisation. Without creating a one-to-one experience, you risk losing them before you have a chance to tell your brand story.
For marketers, personalisation means everything. It describes the strategy and tactics of delivering content and experiences that speaks directly to individuals when, where and how they choose. Personalisation has become vital to success as consumers take more control over their buying process.
Consumers want to engage with brand experiences that are relevant to their needs. It’s up to you as a marketer to create those experiences. Personalisation allows your audiences to feel like you know them and that you respect them as individuals.
But personalisation isn’t just about marketing to people. It's about creating a mutually rewarding experience. Loyalty rewards, special promotions and unique events aren’t always about enticing a purchase. You’re building a relationship. Creating a satisfying and delightful journey with your brand. Today’s consumers have so many options available, so it’s critical and, in fact, foundational to do right by your customers. This is what we call the Experience Business.
Fuel personalisation with data.
Some marketers have historically felt that personalisation is achieved by inserting fields such as First Name into email messages. But creating effective communications doesn't simply rely on a few authenticated data points. To be successful, you have to bring all your data together. Adobe Marketing Cloud helps you to connect data from across all your digital and off-line marketing resources to create a one-to-one relationship.
The holy grail of personalisation is developing that one-to-one connection, not by identifying distinct behaviours or traits, but by leaning on a 360-degree view of an individual. Adobe Analytics provides the engine that can extract insights from the data you collect. You can develop a high-resolution image of your customers by layering data on top of data. The more data you layer into a customer profile, the deeper you can tailor the experiene.
Personalisation requires a variety of data points including:
- Location. Geo-targeting can play a significant role in the relevance of your messaging. For instance, if your brand sells apparel, you want to deliver product offers based upon local climate. You want to send different content to audiences in Florida than those living in Alaska.
- Region. Identifying audience characteristics in different regions helps to target content more effectively. Customers in Japan will typically be different from those in France. So your personalisation strategy must take into account cultural or political nuances.
- Behaviour. Behavioural data defines how visitors have interacted with your marketing activities and it’s constantly evolving in real time. Whether you’re looking at session data from mobile interactions or social activity from Facebook, audience behaviours should be baked into the 360-degree profile you are developing.
- Interests. Finding your customer’s top-level motivations is critical to personalisation. Data can reveal interests, desires, needs and influences. Interaction data provides you with insights that help you to determine products, offers and content to be delivered.
- Channels. Your audiences come through a variety of pathways. For many, a mobile device is used to connect with your brand story. But there are still plenty who rely on desktop web to research their potential solutions. Don’t forget about social channels, email, in-store experiences or venue-based screens. Traffic data from all your channels reveal crucial information about your audiences’ habits.
Lean on targeted recommendations to make personalisation easier.
You have the ability to provide personalised experiences by offering recommendations based upon data collected about a customer in Adobe Marketing Cloud. Without setting up a single targeting rule, you’re able to automate the targeting process, so you can increase conversions while reducing your workload.
Adobe Target provides personalised customer recommendations through sophisticated algorithms that run in the background. These algorithms suggest the content, offers and products that are most likely to engage and convert customers without the need for a data scientist to interpret big data analytics. By automating recommendations, you don’t have to spend valuable time and effort selecting content, products or messaging that might miss the mark.
Adobe Target also provides criteria selection templates that let you modify parameters such as Top Sellers, People Who Bought or Viewed This Also Bought and more. You can create templates for your specific industry and easily re-use effective recommendations for different audiences.
You can easily set up customer recommendations using industry-specific guidance built on proven best practices. Recommendations can be triggered by page views, shopping behaviour, search activities or buying history.
Save time and eliminate marketer bias with automated personalisation capabilities.
For brands with small marketing teams, personalising campaigns so they create the highest engagement can be challenging. Without a room full of data scientists at your disposal, you’ve got to generate ROI with scarce resources. Automation is critical to creating one-to-one engagements with audiences all over the world.
Automation is critical to creating one-to-one engagements with audiences all over the world.
Adobe Target automates personalised content or experiences with self-learning algorithms. Automation algorithms quickly discover associations between numerous events and recognise variations between observed and predicted behaviours. You don't have to manually correlate multiple variables, saving countless hours of analysis and calculations.
Marketers may be prone to biases, so Adobe Target uses machine learning to produce a more objective view of your customers. It runs automated personalisation algorithms to prove assumptions you have about your audiences. Testing assumptions can also surface potential audiences you might not have considered by calculating statistical significance without the help of data scientists.
Taking insights generated by Adobe Analytics, your campaigns can automatically aim and engage with great precision. Built-in algorithms bake in location, device data, behavioural data and numerous other variables to create a customer view with no bias.
Adobe’s targeting capabilities constantly self-test to adapt your targeting effort to maximise success. Machine learning boosts your ability to get to know your audiences at a one-to-one scale faster and more accurately. Variables are weighted based on time and other factors that can degrade the relevance of your messaging.
Make personalisation a priority in your marketing campaigns.
Personalisation can be time consuming without the right tools. To be successful at personalisation, you use a testing and targeting solution like Adobe Target to understand audiences, to communicate better and to become more relevant. You can improve product discovery, increase sales or engagement and reduce bounce rates using sharper precision. Even with ten or twenty page experiences available, ranging from minor creative adjustments to entirely different layouts, creating a personalised experience brings you closer to marketing maturity and helps define your brand as an Experience Business.
Adobe can help.
Adobe believes personalisation is crucial to higher engagement levels, improved traffic volume and better conversion rates. Adobe Target helps you to create better experiences throughout your brand story by revealing personalisation opportunities that used to take weeks and months to discover.