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< Home > Blog > How to Personalize Omni-Channel Journeys for Customers (at the
Right Time)
Apr 20, 2022


HOW TO PERSONALIZE OMNI-CHANNEL JOURNEYS FOR CUSTOMERS (AT THE RIGHT TIME)

By Lee Pittman

The core message at this year’s Adobe Summit was to Make the Digital Economy
Personal by building an emotional connection with customers and implementing
hybrid future-proof solutions. Each session I attended highlighted the profound
ways the past two years have connected us all ⁠— echoing what most of us already
know … the pandemic has changed our lives forever and there is no going back.

However, Adobe Summit took this very recurring topic (i.e., companies forced
into the digital space) and renewed our interest in it by demonstrating (rather
than forecasting) what these changes actually look like when we take the time to
really connect with our audience and listen to their needs and wants.

For instance, last year the Summit introduced the Adobe Journey Optimizer, a way
to optimize an application built natively on their experience platform. It was
tailor-made for marketers to manage the customer journey from broad general
campaigns to in-the-moment realtime mobile engagements.

With Adobe Journey Optimizer, marketers can “manage scheduled omni-channel
campaigns and one-to-one moments for millions of customers from a single
application ⁠— and the entire journey is optimized with intelligent decisioning
and insights.”

As a digital marketer myself, I can confirm that this is in fact what marketing
dreams are made of.

Adobe Journey Optimizer is a business management tool that enables brands to
optimize CX with expanded messages across channels.

Now, after only a year of working with Journey Optimizer, Adobe has already
released an enhanced version that outperforms the competing applications on the
market. This is because their teams took the time to listen to user feedback.

The latest version reflects consumer comments by delivering on their specific
requests ⁠— which is a product that enables brands to optimize customer
experiences with expanded messages and experimentation capabilities both within
and across channels.

Additionally, the update allows marketers the flexibility to dynamically build,
enrich, refine, and activate target audiences within individual journeys and
campaigns, thereby personalizing omni-channel journeys for customers at the
right time. And timing is everything in marketing. 

This can be applied via:

 * Email
 * SMS mobile push
 * Mobile in epic speakers with website connectivity
 * Coming literature

Hold your horses reader, there’s more.


WHAT MAKES ADOBE OPTIMIZER A GREAT MARKETING ASSET?

The enhanced decisioning in Journey Optimizer, alongside the new AI and machine
learning, not only optimizes the next best experience for a customer at any
point in their journey, it is based around your team’s customized goals and
desired outcomes.

It’s two for two, you can’t get any better than that.


WHY IS A PERSONALIZED USER JOURNEY SO IMPORTANT IN BUSINESS?

The sheer magnitude and impact the pandemic has had across industries not only
changed people’s habits but their expectations too. Customers anticipate
personalized services and reject anything less.

The new AI and machine learning optimize the next best experience for a customer
at any point in their journey. Since it’s all based on your goals and desired
outcomes from a B2B brand perspective, the AI encourages personalization at
scale by increasing engagement across channels and guiding users to the best
page to submit their feedback and experience.

In other words, even if your campaign strikes out, you have a precise
opportunity to learn why and iterate.

We could go on, but instead how about you contact one of our Adobe experts for a
run-through?

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CATEGORIES |


ADOBE AEM


TAGS |


ADOBE,


ADOBE SUMMIT,


JOURNEY OPTIMIZER


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