I recently attended the Adobe Symposium in Paris and gained a few interesting impressions and perspectives I’d like to share with you.
This year’s event demonstrated once more how far the Digital Transformation is already advanced, and how intensively enterprises are being engaged in it.
“Data” was one key topic, and here, in particular, data analysis and data usage in context with marketing models. The Adobe platform offers several tools allowing to create personalized content in a simple and collaborative manner.
Learnings from the Adobe Symposium
Over the course of the event a number of sessions were held covering different areas, such as Fast Moving Consumer Goods, Automotive and Financial Services. Two of them, actually, I’d like to tell you about, as they have made a lasting impression on me:
Working with „Lookalike Audiences“
Caroline Lemoine, Connect Manager at Danone, explained in her lecture how her company has managed to sustainably enhance and optimize the Digital Experience of their customers and prospects. The biggest challenge: to provide their website visitors, who were little or not known at all, with targeted information, so that they would potentially register with their so-called “Danone Club”.
This could be tackled efficiently by creating “Lookalike Audiences” by means of real-time target groups and segments. These lookalike profiles help enterprises reach potential new clients, since they share very similar data and interests with existing clients. Mapping is based on different criteria (e.g. age, residence) or sources (e.g. facebook likes, website visits).
These clusters can be used for placing appropriate banner advertising for a certain persona. As soon as the first website visit takes place, additional banners are being displayed in the further course of the customer journey. At the beginning this is general product information, followed at a later stage by targeted calls to action, for example, the request to register on the website. By putting an end to the scattershot approach in advertising, the company can save considerable costs, as banners will only be displayed to relevant prospects.
Collecting user data with Behavioral Marketing
Even with the so-called „Behavioral Marketing“ websites can be optimized and personalized for customers. This specific form of targeting controls content on the basis of user behavior. Relevant user data are collected and transferred by means of cookies. Partnerships allow for uploading specific content onto other websites. Nissan, the car manufacturer, also takes advantage of this.
Jean-Philippe Sainsoit, Digital Operations Manager Europe, explained in detail the marketing strategy of his company.
For Nisssan, the company website exists for one main reason: their visitors should contact a car dealership to check out a few vehicles, make a test drive and, ideally, purchase a car.
Similar to Danone, the company analyzed various visitor and customer profiles in advance and then defined different clusters, for which varying actions and teasers were specified. Each cluster was provided with these actions and teasers, and users could be moved from one cluster to the next. Potential customers could be further developed much faster and purchases were completed more swiftly.
The future of Content Marketing
What I noticed along the way, was the fact that Adobe attaches considerably more emphasis to company websites than to classic email marketing. In their opinion all actions should be triggered through website and content marketing, and consequently those channels should be increasingly promoted.
As far as the right timing and the development of great content is concerned, there is still a backlog.
Content must be distributed strategically across a wide range of channels to induce lead conversion.
The important thing is to send only relevant content with added value to your target audience.
My personal conclusion after this exciting event: Digital Transformation is a change process, which must also be driven by management. Marketing and Sales will certainly not become less important, but the drive and the support need to come from the very top. Digital Transformation is no longer a mere marketing topic, it is something that relates to all areas of an enterprise.
How does digitalization and content marketing come together to form customer experiences that are positive throughout? With customer journey management, it’s not a matter of luck.
Find out how you can implement and use Customer Journey Management in your company.