Adobe Finds Marketing Expertise, Intros Optimization Software
Adobe Systems introduced optimization software Wednesday aimed at helping marketers track online traffic and target niche audiences. Not just experienced marketers, but those with little experience in analytics and optimization -- any marketer that wants to explore how to convert more readers or consumers.
The upgrade features in Adobe Target support a touch-based interface and a more intuitive process that guides users through testing and personalizing Web content. The ability to touch the screen not only puts an emphasis on mobile, but the Microsoft Windows 8 operating systems and other touchscreen features that will no doubt hit the market in the next year. We can probably expect voice and gesture controls as well, in the near future -- although no information on those features yet.
As part of the latest marketing cloud update, the platform includes a custom library and real-time reporting to support data such as where visitors originated, searched, and whether they made previous purchases. It also supports optimization across all digital properties like Web and mobile sites, mobile apps and email.
Believe it or not, most businesses still don't optimize content for online messaging. Optimization should become a priority for marketers. Yet despite data showing that investments reap greater benefits, an Adobe study found the majority of companies surveyed spend 5% or less of their total marketing budget on online optimization activities.
AOL, Southwest Airlines, and Ancestry.com are some of the companies using the platform. Brandon Camp, director, product marketing at Ancestry, points to the ability to "rollout high-volume tests with little overhead," while Jennifer Towns, director of retention marketing of AOL paid services, explains that the platform allows marketers to easily swap and test content on site without burdening the technical team.