As a follow-up to a previous article that described four KBWEB Consult focus areas for 2021, this article will explore the third focus area, supporting integration with other Adobe Experience Cloud products. Specifically, it will discuss how Adobe Target overcomes the limitations of isolated testing, and personalize testing for every visitor to every channel.
The marketing challenges that Adobe Target solves
Adobe Target addresses three key marketing challenges.
One challenge that marketers face is the need for personalization. Savvy customers access a firm’s marketing via multiple methods—and have high expectations. If your firm is providing the same static message on all marketing channels, customers will not respond. In other words, one size doesn’t fit all.
Adobe Target provides marketers with the necessary tools to accomplish omnichannel personalization, in which each customer can receive a targeted message regardless of the marketing channel the customer uses.
A second challenge faced by marketers is the need for testing its messaging. Many marketers are familiar with the concept of A/B testing, in which a marketer tests two versions of a message to determine which version yields the best results.
Adobe Target includes a visual experience composer that supports A/B testing of a message through multiple channels including web, mobile, IoT, and single-page apps. But Adobe Target’s visual experience composer also provides an easy-to-use way to support multivariate testing, in which