As the pandemic has forced almost every retail business to move online, website design and ecommerce has become more important than ever.
That means that digital transformation efforts have become even more critical to a company’s future success, said Ronell Hugh, a marketing exec for Adobe Experience Platform. The platform is part of the Adobe’s Experience Cloud business, which sells a variety tools for companies to create better online customer experiences — including marketing, advertising, commerce, and analytics products. The Experience Platform helps clients connect customer data across Adobe’s own tools and external ones, too.
The company announced Wednesday that it’s adding new features to the platform to simplify the data collection process and make it easier to put the data to use for personalized advertisements and recommendations, Hugh told Business Insider.
Adobe’s updates to its Experience Platform make it easier to tailor ads
The updates aim to give Adobe’s clients a simple way to collect and use customer data in real-time, without slowing down their website.
“The intent of this is to really simplify that process, of collecting that [data], and to then make it more accessible to other systems that need that information,” Hugh said. “In order to build a better experience, you want to be able to understand the interactions that a customer’s having with the brand on their digital sites.”
For example, if a customer goes to a hotel website, they can use Adobe’s tool to collect data about what the customer is searching for. Adobe’s system stores the data on its own servers, and sends it back to other systems in the company, like it’s loyalty tracking products. The loyalty system can send shoppers recommendations about trips based on the hotels they looked at — even if they didn’t buy anything. The whole process happens quickly.
Part of the update is still in an experimental phase, but it aims to help companies personalize their advertisements more easily using a technology called natural language processing. Without needing to use complicated data tools, a marketer could type in a phrase like ‘women in New York who have added shoes to a cart and picked it up in school’ and the product could automatically mine the brand’s data to come up with a group of customers to market to.
All companies are turning their focus to finding “meaningful ways to engage with their customers,” Hugh said. “Any way that we can help simplify data, and how they interact with it, and how they use it, is vital to them.”
Adobe plans to continue adding features that make it easier for companies to create more effective digital ads. Post-pandemic, Hugh thinks that having digital experiences will be a “new normal” for all consumer brands.
Right now, Adobe’s digital marketing tools are still a relatively small part of its business, compared to other units like its creative suite or document sharing products. Of its $3.13 billion in revenue last quarter, the digital experience business brought in $826 million.
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