Customer intelligence plays a critical role these days both in guiding the brand and customer experience. As marketers have become more sophisticated in their use of marketing technology and in their interpretation of data, brands that fail to target customers with personalised, relevant and engaging content are now left exposed.
That’s the view of Paul Robson, President at Adobe Asia Pacific, who says that enabling brands to build the most complete picture and deliver the most integrated experiences helped drive Adobe’s acquisition of TubeMogul a year ago.
“The acquisition of TubeMogul took Adobe’s leadership in digital marketing and advertising technology to a new level; extending Adobe Marketing Cloud’s search, display and social planning and delivery solutions to help our customers maximise their video advertising investments across screens.”
According to Robson, with the integration of TubeMogul into Adobe Experience Cloud – still the most dramatic manifestation of the merger of martech and adtech in the industry today – Adobe’s customers are able to drive a more efficient advertising strategy for their brands, ultimately resulting in higher productivity and a better return on marketing spend.
“No-one else is able to deliver the level of transparency that we offer, both on a performance and price perspective. We firmly believe that transparency can benefit everyone in the digital advertising industry.”
We asked Robson what problems its customers can solve by taking an integrated view of marketing and advertising technology – two worlds that until recently often ran in parallel, and usually under the management of different people.
“More than ever, marketers are grappling with rapidly changing consumer behaviours, emerging technology platforms, mass amounts of data, increasing marketing competition – and keeping up with this pace of change is simply not enough,” he said.
Robson argues that marketers with a better insight into the customer can design an experience that leaves the competition behind, and even adds value through advertising instead of an interruption.
“Whether it’s the latest series of Stranger Things on Netflix, or streaming live sport on your mobile; video consumption is growing rapidly, across multiple platforms. Adobe has the first end-to-end independent advertising and data management solution, spanning television streaming and digital formats to paid search and emerging opportunities such as audio and native.”
Brands that understand audiences wherever they are and no matter what they are doing are much better placed to innovate around the customer experience.
Robson saysAdobe has a strong track record of leading change in the marketing tech world, dating back to its then fairly dramatic – and very unexpected acquisition of Omniture in 2011, which set the company on a path to leadership in the marching technology space.
He has a point. This was the first major marketing cloud to purchase a Data Management Platform, years before its rivals. The acquisition of TubeMogul established the first marketing cloud to incorporate advertising into its core proposition.
“We identified the need for brands to bridge the marketing and customer experience. The influx of new and better data, combined with new touch points, more platforms and increasing competition in the market, is rapidly changing how brands interact and engage with consumers.”
Robson says Adobe is motivated to innovate so that its customers can rise to the evolving needs of consumers today; delivering personalised, relevant and compelling experiences that forge stronger connections and deliver business results.
A bigger picture
Many people miss the bigger picture with Adobe. As we reported at the companies annual summit, Adobe Marketing Cloud now integrates with much more than marketing and advertising solutions under Adobe’s umbrella.
“The recently announced integration between Adobe Creative Cloud and Adobe Experience Cloud is empowering brands to create and deliver ads from a single platform. This makes Dynamic Creative Optimisation – or updating creative and marketing aspects of a campaign on the fly – a simple change, and the type of streamlining that Robson believes essential to delivering premium digital experiences,” says Robson.
“Together, Adobe’s integrated cloud offerings provide brands with everything they need to create and deliver standout customer experiences. The consistent user interface and design helps to drive efficiency and productivity within teams and wider, across the organisation.”
Many brands are learning the hard way that exceptional customer experience is the great differentiator, the make or break attribute for customer advocacy and growth that requires both deep intelligence and amazing design.
“Every great experience starts with great design; as brands rethink their customer experience journey, having the ability to search, orchestrate and manage content that is highly personalised and engaging is not a nice to have, but a must,” he said.
Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit and the Editor-in-Chief of Which-50 Media. Adobe is a corporate member of the Which-50 Digital Intelligence Unit. Members provide their insights and analysis for the benefit of our readers. Membership fees apply.