How do your optimization efforts stack up to your peers?

by Kevin Lindsay

posted on 04-25-2013

Customer engagement and conversion – the two words every digital marketer likes to hear. (Ok, technically that is three words but who’s counting?)

Engaging customers online and optimizing their digital experience across channels can mean millions in revenue for companies. However, while digital marketers are talking about optimization, are they implementing it successfully to maximize the investment?

This is what Adobe aimed to find out in its 2013 Digital Marketing Optimization Survey and the results are in. Over 1,800 responses from around the world– including North America, Europe, and Asia – proved that comprehensive optimization and targeting programs directly drive increased conversion. Here’s what we learned:

Optimization still isn’t considered a marketing priority

However, the companies that do invest more, reap the benefits

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What is holding companies back?

A cross-departmental approach can improve chances of higher conversion rates

Personalized content is a key to success

Site search is still an untapped opportunity

Automated recommendations are a hidden gem

Don’t forget their mobile devices!

Social plays an important role but needs measurement

This year’s responses indicate that while companies are starting to invest and advance in digital marketing optimization, there is still plenty of work to do. It’s never been easier for businesses to adopt optimization technology for testing, tailoring, and delivering a meaningful digital experience to their customers. Whether you are just getting started, or planning your next steps in your digital marketing efforts, keep these insights in mind:

So how do you stack up against your digital marketing peers? See what they are doing to get ahead—from basic optimization practices to robust strategies designed to maximize conversion. Visit Adobe.com and download the complete Adobe 2013 Dig­i­tal Mar­ket­ing Opti­miza­tion Sur­vey: http://adobe.ly/14NYkio

Topics: Personalization

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