Personalization is on top of the marketing agenda in 2021 and for years to come, and I have invited Christophe Marée, Western Marketing Director EMEA at Adobe, to talk to us about the Adobe Summit 2021 event, of which Visionary Marketing is pleased to be a partner again this year. A summit that is quite special for it will take place online, for the reasons we know. In this interview, Christophe talked to me about a topic that our Visionary Marketing readers are passionate about: personalization. Besides, it’s precisely the main theme of this event.
Disclosure: even though Adobe is our client, we have written this post with our usual aim of professionalism, independence and authenticity
Customer journey personalization is on top of the marketing agenda and Adobe Summit 2021
Customer journey personalization is on top of the marketing agenda in 2021 (and Adobe Summit 2021)
Interview with Christophe Marée
Personalization is a key issue for marketers in 2021. Firstly, I would like to look back at what has changed in the last few weeks and months. We’ve all experienced it: the economy has changed dramatically.
Working methods have changed too. Most of us are working from home. As a result, we are completely digitised, or at least, for the most part, our consumption patterns have been digitised.
Click and collect has boomed too in 2020.
E-commerce is ubiquitous. To cut a long story short, we are changing the way we consume and in doing so, we are becoming much more sensitive to our relationships with brands.
Brands will have to become more consumer-centric
To be able to stand out in this digital environment, brands will have to become much more consumer-centric. What does this mean?
This means that at some point, we will seek to develop authenticity, to develop a long-term relationship between the brand and the customer. This explains why personalization is now on top of the marketing agenda for all businesses.
No customisation, no business
If a company does not engage its customers with a certain amount of personalization, in this almost 100% digital environment, its development will be put at risk. Personalization, above and beyond content, must be done in real-time based on data.
Customers have become so impatient these days, that this requirement is compelling: we want everything, right here, right now. This is one of the topics we’ll be covering at Adobe Summit 2021.
First and foremost, understand your customers!
When it comes to personalization, one needs to understand and know one’s customers. Hence, the use of data. At the moment, in Europe, retailers, banks and luxury goods companies are performing data acquisition in order to better understand the profile and behaviour of their own customers.
And when we try and develop a long-term relationship between a brand and consumers, one must get to grips with one’s customer profiles, how they buy, whether they buy in brick and mortar stores or online, when they buy, whether they use their mobile phones or consume at night, etc.
All this will allow businesses, and especially B2C companies, to be able to personalize the content at will on their websites. When visitors land on a website, only the right content, based on their behaviour and profile, will be displayed.
We can also bring this amount of customisation to traditional communication channels such as email or SMS text messages. And finally, it will also be possible to send them content, offers and products that are more in synch with their desires and profiles in a much more proactive way.
When it comes to personalization there are no two similar customer journeys, there are as many journeys as there are customers
First-Party Data is the number-one challenge
Collecting First-Party data is a real challenge. Precisely, to find out about this, I invite you all to join us, because we are going to organise sessions to present the next generation of technology, what we call Real-Time Customer Data Platform.
This will enable the collection of First-Party data, i.e. data collected by the company itself. It is from this First-Party data that we will be able to develop personalization. In addition to this, collecting data from various environments is key.
Beyond that, this data must be made available to all, across silos. And above all, it must be activated in real-time. We are going to present this new generation of platforms that we call “cookieless”. This will be one of the major topics we will cover during these three days.
Visionary Marketing invites you to check out the conferences dedicated to personalization at Adobe Summit 2021
All this heralds a new era for digital marketing. To learn more about marketing personalization, Visionary Marketing and Adobe invite you to join us on 27-28-29 April at Summit.adobe.com.