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

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Customer journeys: The new differentiation battlefield

Improving customer experience is rapidly moving from a feel-good initiative to an urgent business priority, as many organisations realise they are under attack from their competitors to provide the optimal experience to customers.

Damian Kernahan

Founder and CEO, Proto Partners

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in