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This blog guides you through steps to achieve effective governance of digital properties using Adobe Target, to ensure precise experience optimisation and to avoid accidental updates that could disrupt user experiences.
With the average person using 3.6 devices, avoiding marketing fatigue can be challenging. Discover how multi-device frequency capping can help maintain a consistent and optimised frequency of marketing messages across all devices, preventing the risk of overwhelming customers with redundant or excessive content.
Explore the fourth question of the 6Ws – the questions which are essential for unlocking personalisation: determining WHEN the experience will be delivered.
Let’s examine how to tackle the third question crucial for unlocking personalisation: determining WHERE the experience will be presented.
Are you aiming to deliver personalised experiences across multiple touch points? A global 2023 study by Statista found that individuals have an average of 3.6 devices and connections, a jump from 2.4 per person in 2018. Today’s customer journeys often span across a variety of devices—smartphones, tablets, laptops – and both websites and apps.
Online recommendations are now crucial, with platforms like Amazon and Netflix setting high standards. Consumers expect tailored suggestions, driving engagement, conversions, and loyalty. Adobe Target helps businesses achieve this personalisation at scale.
Let’s explore how to tackle the second question that unlocks personalisation: defining your target audience. Let’s address the WHO.
In designing a personalisation program or individual campaign, asking WHY is a crucial step. The answer to this question helps identify the goals that the campaign should achieve and motivates us to determine whether it met expectations.
The 6Ws framework draws inspiration from Rudyard Kipling’s renowned poem, I Keep Six Honest Serving Men. Kipling’s clever personification of six questions has long been a valuable problem-solving technique. By adopting a curious mindset, I have employed the same approach to create the 6Ws framework for unlocking personalisation – a data-driven method that aims to deliver improved customer experiences.
Marketing-Fatigue, caused by repetitive marketing messages can have detrimental impact on user experience and consequently to journey conversion rates. Frequency capping has been long used by marketers as a strategic tool to mitigate marketing fatigue. This article delves into enabling this technique for owned-media, using Adobe Target.
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