Marketers, use that technology!
There were many more things discussed at Digital Marketing Live. For example, three quarters of A/B tests appear to have two variations, while it can be scientifically stated with 99 percent certainty that more variations lead to higher performance. Five variations is ideal according to Hazjier Pourkhalkhali , Global Lead Optimization Strategy at Optimizely.
I would like to conclude with the words of Ronald van Schaik, because I cannot summarize the developments in our field better: "It seems that everything is changing, except emotions. So as a company, focus on what affects people. Always behave humanly as a brand and use creativity and technology for intensive interaction. Change is exciting, but innovation does not have to be grand and compelling. Sometimes it is nothing more than dealing with the same thing smarter."
It’s all about customer experience. Customers want experiences that are tailored to them, where they feel that the company knows them personally and takes them by the hand. Modern marketing tools are very important for stimulating customer experiences. But it is also clear that these solutions stand or fall with the correct use hong kong mobile phone number of data. Precisely to be able to communicate with customers in a personalized way, across all channels. Data-driven marketing, in other words.
That is also the subject I interviewed Axel Schaefer about during the Adobe Summit in London. Axel Schaefer is a marketing executive and digital transformer at Adobe Systems. A great job in this time of mega transformations. Data-driven marketing is clearly his passion, audible in the enthusiasm with which he talks about the subject.
Of course, data-driven marketing is not a new topic. Last year, many presentations were given at the Adobe Summit on the subject. Not new, but why is it still so topical? He gives four reasons for this.
Customer expectations are extremely high. And to deliver a good customer experience, data and therefore customer insights are very important.
Employee expectations are getting higher and working with outdated internal systems makes daily life more complicated than it needs to be.
We have access to more and more data, but we are still figuring out how to use that data in the most valuable way possible.
When we as companies think about digital transformation, we often have no idea where to start.