What is Adobe Target?

The most important part of personalized experiences is providing the right content at the right time. Adobe Target is a handy personalization program in the Adobe Experience Cloud Ecosystem, helping brands create more targeted campaigns with data they already have.

Personalization involves narrowing down which content, journeys, and specific user segments contribute most to a desired outcome. Effective personalization means achieving all of the above faster and with less effort.

From segmentation to unique identification, there are dozens of subtle details you need for crafting lucrative, personalized experiences. Fortunately, Adobe Target makes it easier to track and identify which content is most effective at engaging and delighting users.

This program's ability to integrate with other Adobe apps through the Experience Platform Edge Network saves your business valuable time transitioning to an automated and personalized future.

Key Takeaways:

• Adobe Target is one of today's leading personalization tools, helping marketers fine tune the customer journey with tools like A/B testing, user identification, and cookies.

• Personalization is directly associated with increased brand loyalty, with recent Statista studies showing customers may leave brands that don't provide a personalized experience.

• Rightpoint is an Adobe partner that helps brands integrate Adobe tools into their marketing workflow, empowering them to create more memorable and personalized user experiences.

Why Do You Need Adobe Target?

Adobe Target helps businesses save valuable time identifying the content that delivers the most consistent results. While some businesses fall into the trap of using the content they think is effective, hard data is more reliable than guesswork.

There's nothing ambiguous about the power of personalized experiences for achieving business goals. According to a 2022 Statista survey, a staggering 95% of senior marketers stated personalization strategies were somewhat or very successful.

Customer loyalty is another major benefit you'll enjoy when making the transition to Adobe Target. Another survey across countries like Singapore, Brazil, and Colombia found the majority of respondents wanting to switch brands if they lacked personalization.

As you move your business toward exceptional and hyperpersonalized customer experiences, gathering and implementing a robust body of data is easier with dedicated software on your side.

How Does Adobe Target Work?

Marketers set parameters and objectives for Adobe Target to tell the system where to focus, helping it identify specific end goals. Adobe Target then identifies which content is most effective at reaching specific audiences with tools like machine learning, cookies, user identification, A/B testing, and data.

Instead of tediously tracking the customer journey step-by-step, Adobe Target quickly digests user behavior to shape and personalize user experiences on a rolling basis.

Personalization Example

For example, let's say a fashion e-commerce store wants to optimized customer experiences for repeat buyers using more targeted campaigns. Before they even start using Adobe Target, they need to narrow down their business objectives, then line them up with the software's tools and digital properties.

They could tap into Adobe Target's experience targeting features to deliver personalized content to specific users based on pre-defined details. If a customer regularly adds accessories to their shopping cart whenever they buy new outfits, the software's machine learning will automatically send them accessory-related content.

Meanwhile, another customer that frequently takes advantage of seasonal deals during the summer could get more summer-related content appearing in their inbox. We'll explore experience targeting even more below and how you can use it to create customer profiles built on pre-existing data.

What is the Adobe Target Feature List?

Adobe Target enables marketers to finally save time analyzing and using the valuable data of thousands of customers. Relying on marketer controlled activities and the data fed by different audiences, this program transforms raw data into fast results.

While this is not a comprehensive list offered by Adobe Target, below is a list of several features that make it a compelling choice for your brand.

A/B Testing

This feature compares two different versions of the content on your website to determine which version drives more conversions. These tests can include all kinds of subtle details, such as:

• Call-to-action

• Length

• Images

• Subject matter

• Time of day

Auto-Allocate

Have you ever wondered if there's a way to create targeted campaigns even faster? While the A/B testing continues to run, the Auto-Allocate feature establishes which experience is trending as the winner.

It automatically drives more traffic to that path, allowing you to start improving your conversions before the test is even complete.

Auto-Target

Auto-targeting helps deliver personalized content and improves conversion rates. This feature targets high-performing experiences defined by the marketer, using this information to provide tailored user experiences.

These experiences are based on individual profiles, as well as the profile behavior of similar users. Many marketers appreciate this feature for providing useful insights into lesser-known customer segments. With so much information to keep track of while crafting new campaigns, auto-target catches vital data that could slip through the cracks.

Adobe Analytics Integration

Constantly jumping between different programs can be tiring and confusing, especially when you're already on a tight deadline. Fortunately, Adobe Target seamlessly incorporates data from Adobe Analytics as 'Analytics for Target' (A4T).

It can also use existing success metrics from Adobe Analytics as test goals in Adobe Target, creating more data for an even more thorough analysis.

Multivariate Testing (MVT)

The multivariate testing feature compares multiple variables and elements within an experience to establish which variable combination is most successful with a specific audience. In doing so, it also identifies which of these variables is most impactful to the success of the page.

With multivariate testing, you pave the way for fine-tuning subtle customer preferences, including Automated Personalization and Experience Targeting. When combined with features such as A/B and multivariate testing, you open up doors for new insights that could completely transform your marketing strategy.

Experience Targeting (XT)

As we touched on earlier, experience targeting is a feature that immediately lines up customer behaviors to optimize the customer experience. When a marketer establishes business-aligned rules and criteria, XT identifies a specific audience, then provides targeted content to that audience.

For example, a vegan food brand could use experience targeting to quickly determine what kind of content customers want to see in their email newsletters. Customers who buy more plant-based chicken instead of plant-based beef could get a higher amount of discounts or news related to certain food items.

Automated Personalization (AP)

A little automation could do wonders for streamlining your content production without sacrificing the quality personalization customers expect. Adobe Target's automated personalization feature uses machine learning to combine offers and messages to users based on their customer profile.

This tool helps capitalize on content that delivers specific results, such as clicks, purchases, or longer browsing time. Both new and established businesses benefit from automated personalization due to how well it adapts to ongoing data. Newer businesses can more quickly segment a slew of new, diverse visitors, while established businesses can further fine-tune established marketing strategies.

If you already use software like Adobe Audience Manager for personalization, you can easily integrate it into Adobe Target or the rest of the Adobe Experience Cloud.

Recommendations

Each site visitor provides a fresh opportunity for relevant product recommendations right when they're ready to buy. Adobe Target's targeting system automates further by studying a customer's browser for specific activity that could make or break a sale.

It will suggest products or actions to web users based on their current activity (such as 'people who purchased this item also purchased...').

The Right Content to the Right Audience: 3 Fundamentals

Adobe Target is a powerful tool that doesn't reinvent the wheel, but simply helps businesses better use the data they already have to effectively target the right audiences with the right content. To get the best possible use out of your Adobe Target integration, you need a proper setup and strategy.

A seamless transition from your current marketing strategy and customer experience design to a more streamlined approach requires:

• The implementation needs to be technically sound to avoid pitfalls

• The setup needs to be unique to your specific business needs

• You need to have a sound test strategy based on both analytics and optimization

As Adobe Target analyzes web pages, visitor requests, and relevant content, you need a guiding beacon for your strategy to stay on course for success.

What You Need for Your Adobe Target Set-up and Strategy

Even the most convenient digital marketing platform takes time to learn and implement. With a passionate marketing team by your side that specializes in Adobe tools, you can speed up the growing pains of a more personalized marketing strategy.

Rightpoint offers a team of certified Target engineers who couple their Adobe Analytics knowledge with years of experience in system optimization. We not only help set up the initial system to test and capture the right data, but ensure your analytics strategy lines up seamlessly with your long-term business needs.

Our seasoned experts have the proven ability and skillset required to customize Adobe Target specifically for your business.

Our Adobe Target Experts are Ready to Help Your Brand Succeed

Picking the right partner for your business is key to ensuring your Adobe Target setup and implementation runs smoothly. Fortunately, it's the easiest part of the transition. Rightpoint has experts you can talk to if you have any questions about using or implementing Adobe Target.

AI powered automation is the way of the future. As customers continue to demand more personalized content and experiences, brands need to take advantage of the speed and accuracy of digital platforms. Adobe Target makes it easy to tailor several types of content to multiple audiences without being out-of-touch, helping deliver tailored experiences based on ongoing data collection.

Whether you need help incorporating Adobe Target with other digital channels or want to learn more about its robust features, we're ready to help. Contact us today to share your marketing challenges and get closer to the personalized experiences your business needs to thrive.