Marketers needs to unify their customer view and respond in milliseconds: Adobe

Adobe vice-president of digital marketing, Brad Rencher, talks about why marketers must respond to customer actions in milliseconds if they're to meet their expectations

Marketers must cross the silos of information and compile a consistent view of the customer, their actions and expectations if they want to meet today’s digital experience expectations, Adobe’s global digital chief claims.

Speaking at Adobe’s second annual Digital Marketing Symposium at the Hilton Hotel in Sydney, Brad Rencher, the vendor’s senior vice-president and general manager of digital marketing, spoke on the challenges organisations face with siloed information assets and the need for millisecond responses in order to meet the rapidly changing needs of the digitally-connected customer.

“As marketers, we have become the seekers of knowledge,” he told attendees. “What consumers want and expect from us has changed and a new normal is being set every day.

“Things are becoming increasingly complex for marketers and more than anything, fast. We are being asked to do more, and with less... with more pressures to perform in the business.”

Consumers want access to information their way and when they want it, Rencher said. “Put yourself in their shoes – we all want content when we want it and how we want it. As marketers, you also know how difficult this is to deliver.”

As a way of illustrating the transformation of content consumption digitally as well as the push to mobile, Rencher highlighted several global industry statistics, which showed a 70 per cent rise in tablet usage in the last 12 months, a doubling of big data spending to US$232 billion, and 62 per cent growth in mobile apps revenue in the last year.

All this change makes it easy to become overwhelmed and lose perspective, but Rencher stressed the importance of keeping your focus on meeting consumer expectations.

“It all comes down to that moment of truth in delivery experience, which happens in milliseconds,” he said. “If you meet those experience expectations only four in every 10 interactions with consumers, you will be an average marketer.”

The point of focus needs to be on the action a consumer makes in that moment before the experience occurs, Rencher explained. This could be loading a mobile app, clicking on a tab, or searching Google Maps for directions. In return for that action, consumers expect an experience. Between that action and experience, marketers have 300 milliseconds to get their response right.

As a way of meeting those customer expectations, Rencher identified four steps:

  1. Listen: By uniting the behavioural data from all digital interactions, all enterprise data including CRM and other systems to gain a clear view of the customer.

  2. Predict: Based on data, marketers then need to work out what the customer wants. This is driven by maths, algorithms, machine learning and technology tools, Rencher said.

  3. Assemble: Pulling together the content and assets required to give customers that experience.

  4. Deliver: Ensuring you action that experience on any device, when the consumers expect it, and continue to work on improving it. “You can’t just think about the back-end, you have to dynamically deliver on that expectation,” Rencher said. “That is no small task to make this seamless and to ensure it happens every time. Once those expectations are set, you have to deliver that again and again.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

Latest Podcast

More podcasts

Sign in