For strategic marketing campaigns, personalization capabilities particularly content and product recommendations are too critical to be dealt with outdated technology. We know that B2B and B2C businesses have realized that recommendations have a major personalization influence in speeding up the process of conversions, carrying on a conversation that takes place between the business and its prospective customers and providing some additional relevant items.
As per https://www.forbes.com, whether anybody likes it or not, today marketing is increasingly getting more and more personalized by each passing day as companies are using innovative technologies for providing more personalized offers. Adobe is taking a leap in this direction so it has announced many enhancements to the existing Adobe Target that is supposed to be a part or component of the popular Adobe Experience Cloud.
Adobe Target has taken a major leap in raising the bar for customization or personalization of mobile applications. AI-fueled and rules-based personalization would be facilitating a brand to enhance the overall visibility of certain relevant features like personalized value-added services and personalized navigation icons, etc. within an app. Moreover, the technology seems to work fine with the majority of mobile applications without any need for relaunching or extensive recoding of the app. Moreover, these mobile apps could now effectively use broad customer information from various other sources like offline interactions and even valuable data from interactions that are happening on other channels.
Adobe has incorporated new SDKs for effective server-side deployment thus, providing immense flexibility for meeting business needs whether it means implementing server-side, client-side or even hybrid in one and a single account. Adobe Target users are thinking in terms of successfully delivering personalized experiences hence; they are doubling their experience optimization plans and effectively leveraging the power and versatility of Adobe Sensei, the unmatched Machine & AI Learning technology for quicker outcomes.
Thanks to Adobe Target, marketers have the liberty to deliver highly-personalized experiences, customer services, and offers, which end up fostering app and brand loyalty like value-added offers or automated rank-ordered navigation. Moreover, with the inclusion of the path-breaking mobile VEC that has an inherent three-step guided workflow. We understand that developers and marketers would be further equipped with easy-to-launch and a quick framework for their mobile app personalization thus saving them at least, a few weeks to a few months of various launching-associated activities within the app.
Thanks to all the latest enhancements made to the Adobe Target today, mobile app developers and marketers could do the following:
- Consider leveraging Adobe Sensei-fueled machine-learning activities.
- Go about speeding up the mobile app development by using mobile VEC. Once the mobile SDK is activated, the marketing team could consider personalizing the in-app experience all through the text, copy, images, design elements, and buttons.
- Focus on personalizing features, messaging, or offers based on an individual’s GPS or maybe proximity to a screen or specific point of interest.
- Consider measuring impact via integration with the help of Adobe Analytics.
- Support diverse deployment modes.
Exploring Some New Features in Adobe Target
Adobe has recently announced that it has incorporated improved capabilities to specifically the Target platform meant for marketers for delivering hyper-personalization. Adobe customers have previously experienced success with Adobe Target while delivering amazing experiences to their precise target audience. In 2019, Target has been responsible for generating $165 billion in terms of revenue and that seemed to be a 29% boost from 2017. We understand that thanks to personalization, brands ended up achieving a major boost of 73.4 billion or more unique visitors.
Adobe Sensei, a registered AI (Artificial Intelligence) and ML (Machine Learning) technology fuels Target’s engine. The seamless integration is assisting marketing and Information Technology teams to collaborate better and innovating effective marketing stratagems.
Some new features of Adobe Target are discussed below in a nutshell.
- Automated Segments Reportthat allows users to discover unique audiences generated by the efficient machine learning model along with the precise size of the audiences and precisely the way they responded to all your experiences or offers.
- Important Attributes Reportthat allows users to examine which visitor traits and attributes from their specific data sources were of pivotal importance to the ML (machine learning) model in identifying which experiences to come up with or deliver.
- Visual Experience Composer meant for single page application that allows users to come up with personalized content and tests.
What All Are New about Target?
Personalization that Is Backed by Artificial Intelligence
For marketers, we know that recommendations are the cornerstone of a campaign’s success. However, this could be pretty challenging. The brands face the greatest challenge of distributing recommendations to diverse and countless personas. Adobe has been intending to solve this issue by incorporating a new algorithm called ‘Weighted Relevance’. This technology is expected to overtake conventional use cases and would be quite streamlined for achieving the desired level of personalization.
Much-Enhanced Transparency in Reporting
Auto-Target Reporting and automated personalization would be enhanced in the recently upgraded and updated Adobe Target. The report would be displaying the deliverables of the new algorithm in precisely a before-after device or mechanism. This would be successful in providing the much-needed clarity in your marketing insights, assisting marketers in boosting the overall strength in their specific campaigns supported by ML.
Perfect Mobile App Personalization
Target’s personalization applies to both web and mobile applications. As far as, the mobile apps are concerned, it has been confirmed by Adobe that brands are experiencing a definite boost in engagement, retention, and of course, conversion via app-centric marketing personalization.
Maturity Model 2.0
The Maturity Model of Adobe Target Personalization would be witnessing a version upgrade. Adobe wants customers of Target, marketers, and even non-customers to assess and evaluate the efficacy of their campaigns. The upgraded model would be assisting marketers in getting a much clearer picture of the worthiness of the campaign and would help set benchmarks.
Conclusion: Much Faster Digital Experience
Adobe knows that most users find it extremely frustrating to deal with slow-loading web pages. They have realized pretty well that slow websites would certainly kill all possible business opportunities. Adobe has come up with a novel solution for pages that are built within its Target software to resolve the issue related to slow-loading pages. The SPAs or the Single Page Application Frameworks were launched by Adobe for ensuring more agility, speed, and fluidity in all digital content experiences.