Adobe Stock / chombosan
Consumers’ relationship with digital content continues to evolve with heightened experience expectations. Whether a consumer is engaging with a brand on its website, on social media, walking into a store, or on an IoT device – the experience is now critical to business success. This is why brands must source and manage content in ways that make it possible for them to deliver the types of experiences consumers desire with increasing velocity. And it’s why Adobe is so focused on continuing to innovate in the areas of cloud agility and machine learning to power personalized customer experiences.
Today, I am excited to announce the latest version of Adobe Experience Manager. Over the years, Experience Manager has evolved into the leading solution for marketers and IT to design, anticipate and deliver rapidly adaptable experiences across web, mobile and any end-point in the customer journey. We work with brands of all sizes, ranging from Nissan and Hyatt, to Morningstar and Progrexion.
Study Shows Personalized Content is Increasingly Important to Consumer Engagement
Consumers spend about the same amount of time sleeping as they do engaging with digital content – an average of 7.8 hours daily! This is one of the findings from Adobe’s 2018 Consumer Content Survey, reinforcing why content velocity is so important for marketers.
Our study also provides further validation of the ever-evolving relationship that people have with digital content:
- People are spending on average 1/3 of their day engaging with digital content. They’re not just binge watching the latest episodes of Game of Thrones, but engaging with content on websites, social channels, mobile apps, and this latest year, the growing number of home voice assistants and connected appliances.
- People are rejecting poor experiences with 2/3 saying they rank content that is personal and in-context of mid or high importance. This is also impacting their decision-making with 2/3 also saying they won’t purchase from a brand if annoying situations such as if the content is not relevant to them.
- People are all over the place in the entire customer journey from pre-purchase, purchase to post-purchase. The top three channels consistently, however, are a brand’s website, in-store and social channels, predominantly shared opinion/content from friends and family.
While this data is specific to individual consumers, I advise both B2C and B2B brands to heed these trends as businesses are ultimately made up of individuals too.
So how should brands respond to consumers’ content demands? How will the latest Adobe Experience Manager help?
Innovations in Cloud Agility & Security
Brand image and integrity is hard to achieve and even harder to keep. Downtime, privacy concerns and security issues can come from anywhere, anytime. Experience Manager offers proven Service Level Agreement (SLA) management, enterprise grade security, architectural guidance and testing best practices to help ensure that brands’ presence and integrity is always on.
For the first time, we are making a new Experience Manager application available to all Managed Services customers – Cloud Manager. An application for IT professionals within brands, Cloud Manager accelerates Experience Manager deployments and updates through capabilities such as Continuous Integration/Continuous Delivery (CI/CD). It enables them to quickly update websites and reduce risks, so customizations are deployed in a matter of hours or days, versus months.