As consumers flit between traditional and mobile devices with increasing frequency (or use both at the same time), a personalized, “seamless” approach that follows users from one medium to the next is becoming the de facto standard – but that doesn’t make it easy to implement, and Adobe Systems Inc. is trying to ease the transition.
The company accounced several new upgrades for its Marketing Cloud software this week, including support for video ads, location data, and analytics features aimed at helping marketers deliver creative content to increasingly niche audiences across multiple channels.
The new features include:
- Dynamic Creative Optimization (DCO) integration across Marketing Cloud: By integrating Adobe Media Optimizer’s DCO feature across Marketing Cloud, advertisers can deliver ads aimed at specific audience segments which can then be adjusted in real time. For example, a consumer researching flights and airfares can be added to a segment that receives a custom ad offering a free seat upgrade and priority boarding. This content can also be incorporated into digital asset management systems such as Adobe Experience Manager Assets to deliver a multi-channel campaign.
- Video advertising support: Adobe Media Optimizer now allows brands to purchase and optimize both standard video on the web and on platforms such as Facebook, and monitor its performance with Adobe Analytics, information from which can then be used to create more precise (and valuable) segments.
- Mobile audience acquisition: By integrating Marketing Cloud’s Mobile core service with Adobe Analytics, Media Optimizer can now provide advertisers with a complete view of the customer journey, from app installation to usage behavior to purchase. The data can then be used to target consumers that are most likely to become customers in the future.
- Location data: Media Optimizer can now adjust search ad results based to location information, concentrating both social and display ads on the areas with the highest percentage of potential customers.
- Reporting advancements: With Analytics’ updated reporting tools, advertisers can analyze ad performance using metrics such as viewership numbers and click-based engagement and share their insights across an organization in minutes.
- Auto-allocation with Adobe Target: Adobe Target’s auto-allocation feature automatically identifies your company’s highest-performing ads and funnels live visitor traffic there, while still allowing marketing teams to test new messages. For example, an online retailer can use auto-allocate to push a celebrity video driving sales of its new line of t-shirts while testing other content such as newsletters or banners.
- Remarketing in Adobe Campaign: Adobe Campaign’s remarketing feature allows retailers to add personalized emails, SMS messages, or push notifications to their websites that are triggered by certain consumer behaviours. Announced this week was a new trigger: users who abandon their carts. These almost-customers can be analyzed with propensity scoring and offered a discount should their profile indicate they would be likely to respond, company representatives said.