Adobe pushes personalisation in CX Cloud updates with brand report findings

Personalised shopping experiences are among the highest priorities for Australians when making purchasing decisions, says the latest brand report from Adobe.

Adobe has this week released its 2019 ‘Brand Content Report’, confirming that Australians’ purchase decisions are highly impacted by the quality and personalisation of their shopping experience.

According to the research, more than half of respondents (58%) believe annoying experiences with brand websites – such as wordy, poorly written, or poorly designed content – leads to shopping cart abandonment. On the same coin’s other side, more than one in three (37%) say personalised content leads to a purchase.

“Personalised and quality content can make or break a shopping experience, which is key for customer experience (CX) management. Brands lacking engaging, personalised content are putting customer loyalty and purchases at risk,” says Scott Rigby, APAC head of digital Transformation at Adobe.

Along with the report, Adobe has unveiled also several updates arriving to its Adobe Experience Manager – the primary interface to its CX suite Adobe Experience Cloud suite. 

“At Adobe, our objective is to empower brands to deliver great customer experiences,” continues Rigby, “and these innovations to Adobe Experience Manager enable marketers and IT alike to quickly deliver personalised content to every channel and platform.”

The updates aim to automate and simplify the delivery of content for marketers and empower IT to focus on application development. According to Adobe, the updates will also include enhanced workflows in the application for marketers, IT and creatives to “work smarter and faster, ultimately empowering brands to bring a personal touch to every customer experience.”

In addition, Adobe says leveraging its AI and machine learning technology in this update will enable brands to automatically deliver the “right content to the right individual”.

The advancements to the platform will see new capacities in:

  • managing global assets – a new high-speed transfer service within Brand Portal, and the ability for extended teams and partners to upload assets back into Brand Portal with enhance permission controls
  • optimising video for any channel – automatically identifies and crops the most important parts of a video to optimise for either landscape or portrait orientations
  • automatically discoverable assetsSmart Tags now work on video also, along with AI-powered Visual Search to “find similar images to a specific asset in a matter of seconds”
  • streamline and expedite content creationthe now available Adobe Asset Link allows users to find, edit and reuse digital assets that reside in Adobe Experience Manager directly within Photoshop CC, Illustrator CC and InDesign CC, and
  • quickly author multi-channel comms –  the enabling of organisations to offer customers a more engaging, data-driven personalisation experience with targeted content and customer communications.

 

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Josh Loh
BY Josh Loh ON 15 February 2019
Josh Loh is assistant editor at MarketingMag.com.au