Adobe Experience Cloud lists decisive practices for the future of companies
Adobe Experience Cloud, the world's leading digital experience company, showcases the hottest trends that are changing the course and future of companies in the experience economy. Among the main ones, behavioral economics, hyperpersonalization and real-time data activation stand out.
Douglas Montalvao
"The world changed. From a business perspective, new models have emerged in the pandemic, bringing products and services to consumers' doorsteps from the convenience of their mobile devices. Messaging applications have become one of the main communication channels for companies and Live Shopping has emerged strongly as a new way of doing business”, says Douglas Montalvão, Director of Adobe Experience Cloud for Enterprise – LATAM.
For the executive, from the people's point of view, expectations, priorities and habits have definitely changed, and now companies need to understand the stages of a new consumer's journey and digitize it to ensure a smooth experience throughout the contact trajectory with a brand. “All this gives us evidence of only one thing: to preserve the status quo it is not a possible strategy”, he adds.
The customer lifecycle and its value
The eternal quest between attracting new customers or expanding the existing base need not remain the same. Increasing the lifecycle of consumers is a strategy with a long-term vision that positively impacts the acquisition of new users.
According to data from AppsFlyer, increasing retention by 5% results in an increase of 25% to 95%, depending on the industry, in brands' profit. Also, engaged customers are three times more likely to buy again.
goodbye to data lakes
Companies have invested so much in getting and storing data that they have created massive data lakes, but if they are not activated in real time, what organizations gain in return is just information that does not contribute to the customer experience or to business growth. Data is the means, that is, an enabler, but it should not be the end.
Activating them implies analyzing them, connecting them and unifying a customer profile that allows you to understand who you are, what stage of your life you are in, which channel you prefer and how to activate a strategy that truly adds value.
Own Data: A New Era of Privacy
Since July 2021, the iOS update, which requires apps to ask for user permission before collecting data, has marked a watershed in privacy, followed by Facebook, TikTok and Google. These changes make it difficult to obtain information to personalize experiences, but that does not mean that it cannot be achieved, on the contrary, the new conditions lead companies to relearn to personalize from primary data and to engage in analysis of their digital properties .
Content at Scale with Artificial Intelligence (AI)
Content at scale is about being able to produce high volumes at high efficiency quickly, always focusing on quality over quantity. A good strategy for dealing with these assets revolves around producing, optimizing, publishing and sharing content aligned with the customer's interests and preferences.
Many are used to doing digital marketing indiscriminately and end up annoying the user with irrelevant content. The strategy that is delivering great results is regionalizing the marketing process, driven by data and supported by AI. Brands must focus on understanding the foundation, how it behaves and how customer behavior changes in each region to deliver relevant content.
From multichannel to omnichannel
although the omnichannel is not a new topic, it should not be ignored. Brands can have multiple touchpoints across multiple media, but the big challenge is to standardize everything so you can get metrics omnichannel and follow up with the customer without friction.
According to data from Faculdade Getúlio Vargas (FGV), released in May, around 352 million portable devices are in use in Brazil, approximately 1.6 devices per inhabitant. Therefore, it is also essential to understand, through technology, how analytics and AI, where the user came from. Perhaps the individual initiated a search on their mobile phone and saved an item to their shopping cart, but paid for it on their computer.
Data driven behavioral economics
Using a brand's knowledge of consumer behavior to design products and services and determine appropriate channels is how behavioral economics uses useful information about how people think, choose and decide.
Adobe has proven that customers buy experiences, not products, by investing money in their perception of a product. Observing microbehaviors through this aspect helps companies identify the most important customer attributes and select the options that are most advantageous. For example, today free shipping along with delivery speed is very important for certain consumers; there are those who prefer a lower price, even when waiting times are much longer.
hyperpersonalization
The consumer is willing to share his personal information when he gets a benefit and a differentiated experience. That is, the user wants brands to meet their individual needs, who they are, how they are, their wishes and desires. This is what hyperpersonalization means.
To achieve this, new targeting mechanics are essential. The lifecycle and customer behavior will determine the content a company must deliver to connect effectively. Digital business must be personal, understanding that the world has changed and today differentiated experiences are expected.
