Consumers are constantly interacting with multiple touch points across mobile devices, tablets, desktop, connected TV, connected gadgets and across channels due to which efficient utilization of data is of paramount importance in today's digital ecosystem for marketers and businesses. Over a period, consumers’ expectations regarding personalized content has risen which resonates with their interests and behavior instead of viewing generic ads which are not relevant.
At the same time, marketers are persistently looking to reach the right set of users with accurate content by using the right technology at the right time by using automated tools from various businesses. This has given businesses an opportunity to create more personalized effective tools which can cater to their needs and deliver accurate results for final consumers. But there is an enormous data of customers from multiple touch points and sources, which is why it has become even more important for businesses to utilize this efficiently with better native integrations of tools.
Some of the challenges for most of the marketers to deliver better personalization were:
To evade the aforesaid challenges, it is crucial to have solutions which are capable enough to share the data with each other seamlessly. Adobe with its existing AdTech & MarTech solutions including DCO (Dynamic Creative Optimization), AA (Adobe Analytics), AAM - DMP (Adobe Audience Manager) & DSP (Adobe Advertising Cloud) ensures to deliver personalized experiences for marketers and provide them an option to deliver relevant ads across the user journey.
Let's take a use case from a retail client and understand how we can deliver different experiences for ‘X’ (user).
With the help of CRM data, we already know that X has visited the retail store few times in the past to explore various gadgets but hasn't bought any of them due to high price and no discounts. This information has been collected at the gadget world store as X had registered with his e-mail Id and mobile number to avail any offers and discounts which may come in future. Even X had visited the website in the past after logging in from same e-mail Id and added the products in the cart, however, abandoned in the end.
So, it was time for gadget world to realize how important is X as a customer for them to serve personalized ads across media to make him loyal towards their brand and sell products to increase the sales before X plans to buy from some other merchandising website or store.
With the help of Adobe solutions i.e. DCO, AAM, AA and DSP we created a unique campaign targeting X with different experiences to help X make the final decision to buy some gadgets from Gadget world and become a loyal customer for them. From AA, we could identify all the products added to cart and site behavior patterns of X including page views, time spent etc. From CRM & AA, we could create a segment of this user with all these traits (Data signals forms traits) in AAM which were further pushed to DCO/DSP for targeting campaigns.
DCO helped in creating various combinations of ad experiences to reach X with different offers across user funnel:
Upper funnel approach for consideration by targeting all gadgets browsed on the website excluding add to cart products (Data collected with DCO pixel and data feed/product catalog),
For mid-funnel at loyalty stage, targeted same gadgets which were abandoned by X (Data collected by AA, data feed, DCO pixel)
Bottom funnel by cross-selling similar gadgets to buy new products after X converted by buying few products (Data collected by data feed and conversion pixel)
To summarize, if personalization is implemented appropriately it can help in driving an optimum result. Typically, some of the outcomes which are expected:
It may increase customer loyalty for your brand by serving ads with right content instead of serving generic ads which might compel users to install ad blockers for avoiding such ads in the future.
May ensure customers are buying right products after viewing relevant content in ads which are they are interested in and can help to drive more sales instead of higher returns or cancellation of products purchased.
It is likely to increase your ROI (Return on investment) for your campaigns by targeting right content to the users and can help to avoid wastage of impressions by targeting to the relevant user.
Finally, it may help to boost sales of products by cross-selling or upselling new products of similar interests from past purchase patterns of users.