February 25, 2020
Whether you’re a professional marketer or someone looking to a future marketing career, Adobe Target can be a potent tool in the right hands. This niche, highly effective software - developed as part of the Adobe Experience Cloud – is designed to do more than look pretty. Developed to enhance the customer experience through personalization, Adobe Target works alongside digital marketing strategies to improve results and streamline the personalization process.
Content personalization has been a buzzword in marketing for years – but Adobe Target takes it to the next level with an optimization program that’s robust, practical, and falls in line with industry standards. While there are many advantages to Adobe Target, it’s still little known in some circles. Which means it isn’t getting the
attention or use it deserves. We’ve rounded up eight of the top features and functionalities for Adobe Target to give you a little more insight into this unique tool. If you want to know if personalization through a structured program/project can benefit your business, you’ve come to the right place.
Here are some features in Adobe Target that you never knew you needed:
For marketers or people that wear many different hats in their business, there often isn’t the capacity to create and devise sophisticated targeting in-house to most effectively reach their audience. That’s where the smart auto-targeting feature of Adobe Target comes in, enabling you to quickly and effectively provide tailored experiences to your customer without constant tweaking, amendments, or research in-between. Auto-Target uses advanced machine learning to select from multiple high-performing marketer-defined experiences to personalize content and drive conversions.
2. Automated personalization
For any business, an influx of data and information about their customers can be highly invaluable. But knowing what to do with that information is a different matter – which is precisely where Adobe Target’s automated personalization features come in. Automated Personalization (AP) combines offers or messages and uses advanced machine learning to match different offer variations to each visitor based on their individual customer profile, in order to personalize content and drive lift. Customization has never been more effortless, thanks to built-in learning processes and the effective use of data.
Recommendations are one of the most powerful features in Adobe Target, providing an additional layer of personalization. Recommendations encourage customers to explore your site further through organic and subtle targeting, based on a range of different algorithms and specific data. Recommendations are fast becoming one of the most effective tools that businesses can use, and Adobe Target provides it all. By automating the recommendation process, it’s possible to provide advertising based on several factors, from similar demographics to previous website visits – whether from the same device or another.
4. Target augmentation
While one of the things Adobe Target does best is creating on-point automated personalization, it’s also possible to completely customize and tweak your experience for your purposes. If you’re looking to enhance pre-existing visitor IDs and profiles, Adobe Target has the tools and functionality to marry third- and first-party data into specific IDs, allowing for an even higher degree of accuracy, and incredibly effective personalization overall. By connecting this system to an existing CRM, your target IDs can be further enriched – guaranteeing
excellent results over time.
If you’re familiar with A/B testing, then you understand the time investment needed to set up tests manually. With Adobe Target, the auto-allocate feature uses AI, (Multi-armed bandit: A multi-armed
bandit approach to optimization balances exploratory learning and exploitation of that learning.), to manage active testing, allowing for a more agile experience that increases conversions, enhance results, and provides a lower-risk experience that’s as smart as it is effective. Auto-allocation may not be a feature you think of first when it comes to Adobe Target, but it’s certainly high up the list as one
of the most effective tools the platform has to offer. Auto-Allocate identifies a winner among two or more experiences and automatically reallocates more traffic to the winner to increase conversions while the test continues to run and learn.
Alongside more general data about visitors and conversions, Adobe Target also tracks valuable geo-targeting data that can be used for deeper personalization and customization. This data includes the device that visitors are accessing your platform from, allowing for high-end targeting that’s far more effective than more generic processes. Anything from time zone to coordinates, browsers, and ZIP code are included in captured data, allowing for invaluable reporting as well as pinpoint personalization. For personalization that’s accurate enough to see real results, this additional layer of data can make a vast amount of difference.
7. Access through the cloud
While cloud technology is more common than ever for the management of files and other less-intense platform functionality, Adobe Target takes this to the next level with the Adobe Experience Cloud. What
does this mean for marketers? It means that the data captured from customers can be used across the full suite of Adobe marketing applications, using each visitor’s unique ECID across Analytics, Audience Manager, and within Adobe Target itself effortlessly. For marketers working as a team, the use of cloud functionality across the Adobe range of products is already invaluable – but ECID adds a layer of distinction to the features provided.
8. Device matching
As mentioned within Adobe Target’s geo-targeting functionality, one thing that this capability does differently in terms of the individual is to store and collate device information alongside other valuable identifiers. Adobe target takes it one step further, introducing device matching – a feature within Adobe Target that enables the identification of one visitor across multiple devices. While a visitor may browse a store on their phone, they may then access the same platform via a web browser later in the day. With device matching, Adobe Target
can recognize that these visitors are the same person, allowing for the effective targeting of offers and advertisements. Adobe does this using its Device Co-op service, and Adobe Target can use the service
to enable cross-device personalization.
Are you interested in what Adobe Target or the broader Experience Cloud can do for your business? At BLEND360, we believe the best software is the key to great personalization. That’s why we use the latest marketing technology to provide exceptional results for our clients. To find out more about our optimization
program services, get in touch with us today.