The Future of Marketing, Powered by AI
2023 seems to be the year of AI.
Heralded by the immense popularity of the conversational AI language model ChatGPT, artificial intelligence and its adoption across different industries have become buzzwords in the public domain. Although, this massive influence seems to be a new trend, in reality, AI has already penetrated seemingly every industry over the last few years.
From business process automation to photo editing and voice assistants, the benefits of artificial intelligence are extensive, particularly for marketing. AI can dramatically enhance and elevate the core activities of marketing including assessing customer requirements, correlating them to appropriate products and services, and even persuade users to purchase.
In this blog, we’ll take a deeper look at the influence and impact of AI in marketing, and how you can leverage the technology to improve your marketing efforts, enhance experiences, and motivate customers to act. But before we describe the impact of AI, let’s look at the current state of play.
AI in Marketing – The Latest Buzz
Ever since its public release, ChatGPT, the conversational AI language model developed by OpenAI, has been making major waves in the marketing realm. ChatGPT builds on OpenAI’s previous text generator GPT-3, an advanced language model that uses deep learning techniques to generate human-like text. The platform can help create high-quality content that is relevant and tailored to the needs of specific target audiences.
While ChatGPT has been the buzzword for the past few months, it is not the only AI tool gaining favorable reception amongst marketers. Open AI’s DALL-E 2 is a generative model that can create original images from textual descriptions and has been receiving significant attention for its ability to generate creative and unique images.
Meanwhile, the tech giant Google also announced the soft launch of its experimental conversational AI service, Bard, powered by LaMDA. Google claims that the tool is capable of offering fresh, high-quality responses as it takes information from the most recent record of online material available.
Adobe has also joined the generative AI race with the launch of a new family of AI models called Firefly. Adobe Firefly will be part of a series of new Adobe Sensei generative AI services across Adobe’s clouds. While Adobe already has over a decade-long history of AI innovation (delivering hundreds of intelligent capabilities through Adobe Sensei), with Firefly, Adobe intends to bring generative AI-powered ‘creative ingredients’ directly into customers’ workflows.
How is AI as a Service Transforming Digital Marketing Strategies
While the impact of AI has been increasingly prevalent in all major industries, it has been significantly high in marketing. The technology has revolutionized the industry, providing marketers with a new set of tools and techniques to better target and engage with their audiences.
Some of the most popular and effective ways AI is being used in the marketing industry include:
Personalization
AI helps marketers efficiently analyze consumer data and deliver personalized content and services based on individual preferences, behavioral patterns, and purchase history.
Predictive analytics
AI algorithms can analyze large amounts of data and make accurate predictions about consumer behavior, including the products they are most likely to buy, etc. This information can be used to further optimize marketing campaigns and personalize messages.
Marketing automation and SEO
AI helps businesses analyze large quantities of data and identify consumer behavior patterns to categorize relevant, SEO-friendly, and high-performing keywords for their marketing campaigns. AI can further help in discovering content topics, relevant titles, grouping search intent, keyword research, and even creating content structure.
Programmatic advertising
AI-powered programmatic advertising tools can help automate the complete process of the buying and selling of ad inventory. This enables marketers to target specific audiences with relevant ads in real-time.
Content creation
AI can also be used to generate unique content for marketing collaterals like blogs, product descriptions, and even social media posts based on the parameters set by the marketer. Text generative AI uses NLP algorithms and large language models to automate the content creation process.
Image and video generation
With deep learning algorithms and generative adversarial networks (GANs), AI can automate image generation. Such highly realistic images of products or other services can be used on marketing collaterals, branding materials, visual advertising, etc. Similarly, generative AI video tools can be used to build high-quality product demo videos and other marketing videos to increase brand awareness.
Chatbots
Another popular use of artificial intelligence in marketing is the development of AI-powered chatbots. They can be used to provide real-time customer support and answer frequently asked questions, and thus free up the human customer service representatives to handle more complex issues.
Voice search optimization
Just like how AI-powered voice assistants like Siri and Alexa are becoming more prevalent among users, optimizing content for voice search queries is becoming increasingly important for marketers.
Image and video recognition
Advanced AI technologies like image and video recognition tools can analyze visual content to identify different products, people, and even locations. This enables marketers to accurately target ads and consequently improve the efficacy of their campaigns.
In short, AI has the potential to help us make data-driven decisions, optimize campaigns, and overall improve customer experiences comprehensively across various channels. The use of AI in marketing is growing rapidly, and in future, it is expected to play a major role in aiding marketers to deliver more effective and personalized experiences to their customers.
Getting Started with Your AI Journey in Marketing
As technology advances, artificial intelligence will take on more prominent roles across marketing, thus paving way for growth and innovation. Before taking the plunge to implement AI, make sure you define your marketing objectives and identify the areas your entire strategy can benefit from AI. Also, make sure you determine the use cases where AI can improve the efficiency of your marketing programs.
Prepare your marketing teams to utilize quality data inputs as this will ensure that your AI tools can generate valuable insights and accurate predictions. To begin with, always divide your strategies into smaller manageable projects and modify as you learn and gather experience in using artificial intelligence.
The key is consistency – start small, iterate, and constantly improve.
How NextRow Can Help Boost Digital Campaign Effectiveness with AI-Powered Solutions
For businesses to stay competitive in today’s digital world, it has become imperative for marketers to offer out-of-the-box experiences to customers, and AI is the way to go about it. Having an in-depth understanding of their target audience can help businesses to identify the most valuable prospects and deliver personalized user-centric content that they can resonate with and aligns with their interests. Leverage the power of AI to attain these benefits and keep your business ahead of the competition.
At NextRow Digital, we help businesses utilize advanced AI-powered tools to optimize the targeting capabilities of marketing teams and facilitate the delivery of the most appropriate content for each customer.
- Through marketing automation services, we can help businesses increase their time and budget efficiencies, eliminate human errors, and streamline processes.
- Using a combination of data analysis, AI, and ML tools, we can help enterprises create unique marketing strategies that analyze consumer behavior and generate approaches based on their preferences.
- By drawing inspiration from our previous successful implementation of customer-centric marketing strategies, we can assist marketers to create AI-backed marketing campaigns that provide them the maximum return on their investments.
If you would like to know more about these tools and how they can help scale up your marketing efforts or how to choose the right tools and implement them into your business process; contact us at sales@nextrow.com. We are always happy to answer all your queries.
How Adobe Analytics Helps Employ Data Governance
Data is an important asset for any business. Businesses deal with a large volume and variety of data to make well-informed decisions. They always look for “how to add more value and bring meaning to data”. To understand data assets, how to access them, and how to use that data most effectively; Data governance helps to maximize the value of data while maintaining its consistency across the organizations.
Data governance makes sure that data is governed properly, protected, secured, and is in compliance. This is crucial for every business, as they are collecting data from various sources. In this blog, we will walk you through how Adobe Analytics can help you govern or protect data while taking care of customers’ rights as well.
Adobe Analytics GDPR and CCPA
Data governance is not a new concept in Adobe Analytics. However, Adobe is always looking to incorporate additional capabilities and enhance the functionality to help brands manage GDPR and CCPA. When you use Adobe Analytics, it works as a data processor as well. It receives, stores, and processes data according to your company’s permission and instructions. As a data controller, you will determine the personal data that should be processed and stored by Adobe on your behalf.
Data governance features in Adobe Analytics enable data governance policy to use data. Let’s see how it supports GDPR and CCPA and how you can you manage your data more efficiently.
There are three important parts of Data governance in Adobe Analytics
- Consent Management
- Data Governance
- Data Subject’s Right
Consent Management?
First, brands need to understand what data needs to be collected, how to collect, and what consent they need to get from the customers. They also need to determine what data is collected now and in the future.
Moreover, it is the customers’ right to know or understand what data is collected and the brand’s right to understand its digital performance as well. Data governance makes all these possible. This is why building a proper due diligence on data collection is not important but it becomes mandatory to keep transparency and integrity. You should determine how the data will be used and processed.
For efficient data management, you need to check how to get consent from the customers and whether the present consent is sufficient or not. It can be done internally or you can get help from a third party. It is important to make sure that you have the right approach that aligns with your brand. You must ensure that you adopt a proper approach for honoring consumers opt-outs or withdrawal of consent whenever they want.
What Are the Steps You Need to Take for Consent Management?
After implementing Adobe Analytics, you send a beacon. Now, it is your responsibility to initiate the beacon and you should avoid the default setting when you configure the Adobe Analytics extensions otherwise everything would be tracked without consent. Make sure, you are not sending any beacons with default settings and you do not enable auto data collection. When consent is in place, everything cannot be enabled as it is not compliant with consent management and policy.
A simple way to manage consent is to use “Opt in” services in AEP instead of a third-party extension for consent. This will help you to get consent and then you can trigger beacon.
Data Retention and Governance
After collecting data, data governance is important to make sure that the data is properly labelled and governed. Ensure that collected data has proper retention and governance policy and you have reviewed the current tags and cookies to align it with your use cases. Follow these three steps:
IDENTITY RESOLUTION AND STRATEGY
Collecting PAA in Adobe Analytics is not recommended. You should have an identity strategy to identify customers, such as loyalty ID, one-on-one mapping ID, etc. Knowing the customer helps improve the personalization strategy across various devices and platforms.
DATA RETENTION
Once the data is collected, you need to set an appropriate data retention period. In Adobe Analytics, by default the data retention time period is 25 months, you can extend this time period by up to 10 years by contacting a support representative.
DATA LABELING
Labeling all the variables captured to operationalize the governance practice and policies is important too. Why it is important?, because it helps-
- to identify the data subject,
- to determine which data should be returned to the customers
- determine which data should be deleted
Point to remember: You cannot bypass the data retention process and directly go to data labeling.
Data Subject’s Right
Once the data is collected, you should take care about customer’s right for the data. What if customers want to opt out, want to understand what data is being collected, and want to delete those data in future. GDPR and CCPA in Adobe Analytics will help you manage the right to access and right to delete.
You must take care of these three points:
- You need to understand how you will receive and respond to the data subject requests. you require a system or automated system to manage these requests.
- You should have identifiers to authenticate the user ID from identifiable data. You require a strategy to determine how ID will be identified. In Adobe Analytics, ECA (Experience cloud applications) service which is a cookie id or device id service will help you.
- After receiving the request, you have to review the data to determine what data has to be presented to the customers. As, the collected data also includes information that may not be useful for the customers such as the browser’s name, browser’s versions, java versions, etc. So, you need to clean the data and review it before presenting it to the customers.
The request has been made by the customer and a query has been made to Adobe Analytics by you. Then, Adobe will send data to the data controller to review that will be presented to the customers. This whole process is called Privacy Service which is present in Adobe Analytics as well as Adobe Experience Platform.
Keeping Pace With the Evolution of Data Governance
No one can deny the fact that data governance is here to stay because brands will keep using the data to improve their business decisions, performance, and business results. They require clean and optimized data on which everyone can rely. All in all, the importance of data governance will keep increasing with time as more data will be created, new technologies will be introduced, and more regulations will be coming.
If you need help with data governance in Adobe Analytics or any other Adobe Technologies, do let us know at sales@nextrow.com.
For more information about Data governance in Adobe Analytics, watch this on-demand webinar video here.
The Abc’s of Adobe Experience Platform WebSDK
Adobe is consistently working on making Adobe technologies more efficient, dynamic, and simple. WebSDK is a new introduction to this line that enables a unified data collection library for Adobe Experience Cloud customers.
You need to use different JavaScript libraries for each individual solution and none of these libraries work with each other, leading to deployment friction. Although tags in the platform manage libraries, they have several issues such as library size, lower performance, multiple calls, fractured data collection, confusion of schemas between solutions, and others. Plus, there isn’t a JavaScript library that sends data directly to the Adobe Experience Platform. Due to this, many AEP implementations are using Adobe Analytics connector or Audience Manager connector, which is not real-time.
WebSDK can solve these issues and improve efficiency. There is a lot of buzz around WebSDK, let’s see the fundamentals of this new library and how it could bring a fortune to your business.
What is WebSDK?
WebSDK is the new client-side data collection extension for all Adobe Experience Cloud applications, including Adobe Experience Platform. This is the foundation that helps you migrate to a cookie-less 1st party data collection. It is “Tags” (formerly Adobe Launch, TMS) extension used to configure the actual javascript library alloy.js.
Libraries we were using in past have been combined: –
- Visitor API (ECID, UUID, 3rd party ID syncs, known-id syncs)
- appMeasurement(Plugins, Custom Analytics, eVar persistence)
- AT JS (A4T, Recommendations data collections)
- DIL JS (AAM standalone implementation and data collection)
WebSDK interchangeably used for
alloy.js focuses on how we are
collecting behavioral data from
websites, kiosks, or web apps. It is
powered by Edge Network.
Why Websdk Is Critical for You?
Unlike the earlier versions of the libraries, this one encompasses all the solutions from Adobe Analytics to RT-CDP. So, this requires a multi-solution approach for planning and implementation. Failing to do so will require expensive iterations and a negative business impact on the cross-channel marketing use cases.
Values Brought by WebSDK
- HIGH PERFORMANCE
WebSDK improves efficiency by providing faster page loads as it is smaller than all of the current Adobe libraries. - IT’S SIMPLE
The union of Web SDK, XDM, tags, AEC solutions, Experience Edge and AEP makes data collection and implementation of Adobe technologies simpler and easier. How?
AEP Web SDK enables simplicity in sending and receiving data to AEP Edge Network. XDM removes tagging for eVars and mboxes. Tags (Adobe Launch) simplify Web SDK deployment and configuration. Experience Edge routes the data to AEP and other solutions.
- DATA IS IN YOUR CONTROL
As a stream of data is connected and unified, you can easily control its journey along the applications. - FUTURISTIC SOLUTION
WebSDK and Experience Edge Network together bring modernization to the data collection, and personalization efforts, and enable first-party domain.
A High-Level Architecture
AEP Edge Network is the center of WebSDK architecture. Data will be sent to the Edge Network from all of the devices such as Mobile, Desktop, Kiosk, etc. From the central place, data will be sent to the various solutions whether it is AEP, Analytics, or target. This “central place” is a server-side configuration managed through a feature in “Tags” (a.k.a Adobe Launch) called “Data Streams”, helping you to control the flow of data to different solutions.
Customer Implementation by Nextrow Digital
Recently, we helped a Top Pharma Giant in the US on a large scale WebSDK migration. The client wanted to re-invent their consumer focus and provide unparalleled experiences to their patients and prospects by supercharging their MarTech stacks across their 100+ sites. NextRow’s WebSDK migration solution built a solid and scalable foundation for the client to exploit first-party customer data and seamlessly send data to solutions like AEP, Adobe Analytics, Adobe Target, and AAM. The solution improved performance leading to higher website signups and improved customer data capture.
Get Ready to Start Your Journey With WebSDK
Get help to begin your journey with the WebSDK, you can always count on subject matter experts at NextRow Digital. To date, we have migrated 100+ digital properties in our client’s ecosystem and this is set to raise next year. Contact us at sales@nextrow.com
to leverage our expertise in AEP WebSDK and improve your business efficiency.
Check out this on-demand video to learn more about WebSDK here.
How IOT and Adobe Experience Platform Brings Revolution to the Pharma Industry
Technologies like the Internet of Things (IoT) bring revolution to every sector and the Pharma industry is no exception. IoT is reinventing the old model of manufacturing and distribution of drugs with the use of smart devices and machine-to-machine communication. This technology is not only revolutionizing the patient experience, but is also playing a vital role in other areas such as supply chain, R&D, and clinical development.
The Pharma Industry is not just limited to delivering medications, storage, and distribution. It now includes – tracking biological usage, providing answers to prescribed treatments, educating patients and ensuring appropriate medication usage, promoting adherence to the medication, and assigning dedicated Nurse Ambassadors to help get patients started and stay on track with prescribed treatment plans, etc.
Pharma industries require collaborations between medication, data of customer health and activity, as well as data from various medical or non-medical smart devices for:
- personalized services
- remote patient monitoring
- recommending the next best course of action in case of emergencies
- sending precise instructions for medication dosage and patient care
- promoting adherence to the specific line of medication
- personalized medication plans and tracking, and more
In this blog, we will talk about challenges, how IoT is making a significant change in the Pharma industry by associating with Adobe Experience Platform, and what is the best way of implementing and executing IoT-enabled solutions.
Why Advanced Technologies Should Be Implemented in Pharma?
Key Disruptions in Pharma That Require Involvement of New Technologies:
- The pharma industry is not only limited to drug manufacturing and distribution. Smart devices and wearables involved collaborate with tech products and help HCPs for easy diagnosis.
- Digital interaction with patients has become the new norm. With real-time interaction and virtual detailing, the pharma industry is making life easier by providing people with medical help instantly.
- Pharma has become more patient-centric. Now patients can do research, have a doctor discussion guide before consulting, and know more information about the drugs they consume.
- Third-party cookie sunset, complex regulations for marketing technology stacks, and compliance like privacy, and auditing are some more reasons for disruptions.
Key Challenges Marketers Face Providing Consumer’s Expected Experience:
Data Silos
With various sources of data such as prescription drug websites, disease awareness sites, mobile apps, and machine-generated IoT data, deriving real-time customer profiles is the holy grail for marketers. The real challenges are to keep data centralized with identities and governance.
Complex Patient Data Processes
Offline management and ingestion of patient data is another challenge for marketers that disturb real-time decisions. They need a high-tech marketing stack for optimizing the data ingestion.
Privacy and Regulatory Compliance
Marketers deal with sensitive patient data and due to that, regulations and compliance become vital. They require tech-stack compliance with strict industry regulations to address evolving issues in handling sensitive data.
How IoT Is Bridging the Gap in Customer’s Experience?
Customer data is highly fragmented due to touchpoints like web and mobile not being connected. Additionally, new data sources like machine generated data are not exploited for personalizing the experience. Data driven experiences and next best actions are missing, which provides a disjointed customer journey and customer experience.
Let’s Take a Look into Customer Experience without IoT Integration:
- No immediate medication alert from the mobile app when there are abnormal readings detected on the patient’s smart BP monitoring device
- Lack of personalized medication recommendation or reminder tracking
- No scope for immediate intervention from nurse ambassadors in case of emergency
What Happens When IoT Meets Adobe Technology
Together, IoT and Adobe technology can help craft a meaningful experience by infusing data from smart devices into the Adobe Experience Platform. Data from sites, apps, and other sources can be combined with machine-generated data using AEP. It can help deliver an “Internet of Experiences” which is real-time and far superior to the disjointed experiences customers previously had. The solution can also include in-house smart devices, blood glucose monitors, and smart medication dispensers.
Nextrow’s IoT-Enabled Solution for Pharma Using AEP
We have built an extensive solution, which is an innovative integration of customer digital data and IoT device data powered by the Adobe Experience Platform. It includes integrations across Experience Cloud Products below:
High-Level Architecture of IoT Integration Solution
The behavioral data collected from websites and mobile apps are respective to Adobe’s data collection SDK’s. Connectors will be used to collect patient data that can be either a batch or real-time ingestion. Though there are several easy ways to get the data into AEP, this is the best way to use a cloud-based connector (in case you are using AWS or Google Cloud).
The necessary segments will be created in AEP using Segmentation Service and the segments will be activated to Adobe Target, and Call center (profile API) using Adobe Journey Optimizer + AEP RT-CDP Destinations. The identity service will stitch all the data into profiles using the common identified such as email ID. RT-CDP can power website experiences through Adobe Target and mobile push apps using Adobe Journey Optimizer. Call center can access the profiles in real-time using the RT-CDP Profile APIs.
Benefits of IoT Integrated Solution
Better Customer Acquisition: – Significant increase in the number of customers due to the enhanced features available in the application due to smart device integration.
More Engagement:- Easily available recommended content and instruction sets will improve customer engagement
Better Conversion Rate:- Readily available in-app support system and instruction steps will improve medicine and medical device purchases
Improved Customer Satisfaction and Retention:- Improved customer satisfaction through personalized services will build a loyal customer base
New Face of Pharma With IoT-Enabled AEP Solution
The combination of IoT and Adobe Experience Platform can transform the life sciences industry. It can empower the pharma industry to offer valuable propositions, improve patient and HCP engagement, create a faster time to market, as well as improve productivity, cost optimization, and better compliance adherence.
If you want to know more about this solution, connect to an expert at sales@nextrow.com.
AEM as a Cloud Service
We all know that Adobe always has something big to announce for its partners and customers, and we were expecting the same from Adobe at the NRF 2020 Retail’s Big Show held in New York City. On January 13, 2020, Adobe unveiled the availability of their newest offering Adobe Experience Manager (AEM) as a cloud application, where AEM runs natively in Adobe’s Experience Cloud.
Prior to this, Adobe Experience Manager was available either as a managed service or on-premises, but now, it is available as a pure cloud-native service.
Combining out-of-the-box components with advanced content customization options, the AEM as a Cloud Service allows marketers and developers to support the business models in a more simplified way and go live with new site experiences faster than ever before. It comes with a great opportunity for all those enterprises that are continuously striving to embrace the new technologies for the betterment of their business but need more simplicity and flexibility to fulfil their needs.
Managing tons of data across the various departments and personalizing it to honor user’s interests has always become a difficult challenge for B2B and B2C companies nowadays. Implementing AEM as a Cloud Service allows organizations to integrate the digital assets and customer conversations on a globally accessible platform and tailor the content as per the insights.
What’s more? You can interact with customers at any time of the day, no matter where they are! Having a real-time exposure to client experiences means you can follow a strategic approach that performs beyond their expectations and make sense to your existing clients
Why One Should Migrate AEM as a Cloud-Native SaaS Application?
While the early results show that the companies have seen vast growth in administrative efficiency, author productivity and content velocity, there is a reduction in downtime and maintenance efforts as well. Some salient benefits of migrating to AEM as a Cloud-Native SaaS application are:
- Quick Time to Market: With Adobe Experience Manager as a Cloud-Native application, you need not to worry about developing customized content management systems (CMS) and DAM environments for achieving a boost in sales and lead generation. AEM as a Cloud Service assists you in quickly delivering the products, services and experiences in just a few minutes, thus helping you save both time and money.
- Cross-Channel Experience Management: It’s time to deliver the right experiences to the right audience at the right time across various channels, devices and applications. Organizations can focus on creating useful, informative and precise content that addresses the pain-points of the potential prospects and leverage the power of built-in Adobe Sensei to automate the relevant content. This way, both the marketing and sales team can streamline the activities and drive real-time decisions.
- Version Less AEM: You can focus more on innovation rather than worrying about up-gradation to the latest and greatest AEM experience. The production environment is constantly maintained with its up-to-date software and other products that you need to build new websites and apps. All this is done through Cloud Manager CI/CD Pipeline. These upgrade operations are fully automated, so users don’t face service interruption.
- Auto-scalable: Being auto-scalable, customers don’t need to worry about the infrastructure aspect, AEM as a Cloud Service can scale automatically based on traffic and operations. It requires less support and maintenance efforts.
- Separation of code and content: The cloud architecture separates application content from code and configuration. Custom code and configurations are clubbed into the AEM base image which is then used to create multiple Author and Publish nodes. The changes to the code and configurations are made only through CI/CD pipelines in Cloud Manager.
What’s available with Cloud Service at the moment:
- AEM Sites
- AEM Assets
- Forms, Screens, and Communities are not supported currently.
Notable changes:
- Classic UI is no longer available in AEM as a Cloud Service.
- Replication agents have been removed. Content gets published using Sling Content Distribution.
- No changes to Publish repository are allowed. For example, User Generated Content (UGC) such as profile or form submissions – customers would need to use Unified Profile Service from the Experience Cloud Platform.
- Dynamic Media integration: Previous integrations with Dynamic Media Classic (Scene7) and Dynamic Media Hybrid mode are not available in AEM as a Cloud Service. Customers would need to use Dynamic Media provided with AEM as a Cloud Service.
- AEM Assets sharing with Marketing Cloud and Creative Cloud is not available. Customers would need to use Adobe Asset Link for integration with Creative Cloud.
- Asset uploads, processing, and downloads have been optimized in AEM as a Cloud Service to be more efficient; thus, enabling faster uploads and downloads.
- Enabled asynchronous operations for AEM Site features such as Page Move and Page Rollout.
- Customized code can only deploy through Cloud Manager (Adobe CI/CD pipeline) using the Adobe Git repository.
- Only Adobe IMS (Adobe SSO) Identity Management is supported for authentication.
- No access to OSGi console/Apache Felix to check or add your OSGi custom configs.
How to Deploy a Project to AEM as a Cloud Services
Let’s see how you can deploy a project by integrating the Adobe git repository with an external git repository.
Prerequisite
- A provisioned AEM Cloud Program
- Cloud Manager Git Repository
- GitHub Desktop
Step1- Clone your Demo GitHub
- Open GitHub Desktop.
Here open File, go to Clone Repository, and select the URL tab to Add this GitHub
URL:
https://github.com/adobe/aem-guides-wknd.git
Then, Clone and click on Fetch Origin.
Select Show in Explorer in Repository drop-down list
Note: Keep this Explorer or finder Window Open and follow Step 2.
Step 2: Clone Cloud Manager GIT Repository
Open Cloud Manager Program and Click on Manage GIT Button. From here, copy and save the GIT URL and Password in a separate Text file for later use.
Step 3: Navigate back to GitHub Desktop
Go to File > Clone Repository, Select the URL tab and Add the saved Git URL. Then click on Clone. Now, you have to authenticate using the User Id and Password copied from Cloud Manager UI.
Again, Click on Fetch Origin and follow these steps:
- Go to Repository > Show in Explorer
- Delete all the content except the .git folder
- Copy all the content, excluding the .git folder from the aem-guides-wknd Git Folder
- Paste the content into the Cloud Manager Git Repository Folder
- Provide a commit message and Commit to Master
- Click on Push to Master
Step 4. Create a Non-Production Deployment Pipeline
- Navigate to AEM Cloud Service Programs where you will find Non-Production Pipeline Card and Click on Add
- Now you need to add Pipeline Name and Pipeline Type as Deployment Pipeline
- Select master Git Branch and then Pipeline Options Manual
Step 5. Deploy the project
Hover over the created pipeline where you will find Build, and click on it. Now you can Download and Inspect Logs.
Let’s Wrap Up
All-in-all, it won’t be wrong to say that Adobe Experience Manager launched as a Cloud Service offers all the benefits that you expect from a cloud-based application and can add value to your overall business performance, making it stand out in this ever-changing global market.
As a Gold solution partner of Adobe, this is just a glimpse of AEM as a Cloud Service from the team of NextRow Digital, and in the subsequent blogs, you can expect to see a lot more posts as we get to know more about it in the upcoming Adobe Summit! To know more about our offerings or consult an expert, you can email us or call us at +1-847-592-2920. We will get in touch with you within 24 hours!
Adaptive Forms- A Powerful Way to Know Your Customers (How)
The center of any business is customer data. Customer data is used to acquire true knowledge about customer behavior and preferences while delivering the best services and products. Every business has set MarTech stacks to collect customer data. The sunset of third-party data affects the way businesses are collecting customer data. One of the most popular ways to collect data from customers, with their consent, is to encourage them to fill out digital forms. Adobe Experience Manager (AEM) offers an easy-to-use solution that can help you create, manage, update, and publish digital forms.
AEM forms help you to personalize communication with every customer on any channel and device. There are different types of AEM forms available – PDF forms, HTML forms, and Adaptive forms. Today we will walk you through Adaptive forms and explain its features, how you can create an adaptive form, and more.
What Is AEM Adaptive Form?
AEM Adaptive form amplifies engagement, simplifies enrollment, and brings down turnaround time. The AEM experience gives you mobile, analytics-friendly, and automated forms. It’s simple and easy to build forms that use an automated process. It reduces administrative and redundant tasks, is interactive and responsive in nature, and makes use of data analytics to personalize and improve the experience for customers. They can also be integrated with Adobe Campaign to manage campaigns and Adobe Analytics to get usage statistics.
Adaptive forms allow you to create, manage, and publish digital forms with out-of-the-box features and capabilities – dynamic, responsive, engaging, and adaptive.
New Features in Adaptive Forms
- Digital Signatures
With the highest level of compliance and assurance for authentication, a cloud-based digital signature or remote signature is the new norm. Adaptive forms are now available with Adobe Sign’s cloud-based digital signatures that will work across every platform – mobile, web, and desktop. - Adaptive forms for Single Page Application
You can embed a fully functional Adaptive form in an AEM Site SPA (Single Page Application). This feature allows users to fill in and submit the form without leaving the page. - Sort Columns
Columns can be sorted based on ascending or descending order based on- static text, data model object properties, or a combination of both. - Restriction for any specific path
You can have full control over where and how you want to create and display the form. You can restrict Adaptive Forms for any paths or pages. - Captcha in Adaptive forms
AEM Forms support advanced CAPTCHA capabilities in Adaptive forms to protect the online transaction from spam and malicious entry by bots. It can be implemented using Google’s reCAPTCHA service. - Rules on Adaptive forms
The rule editor feature enables users and developers to create rules to define actions that should be triggered on the forms in response to user inputs and actions. It can also streamline the future experience of form filing with higher accuracy and faster speed.
How to Create Multi-Tabbed Adaptive Forms
The user experience should always be the priority while designing and creating an adaptive form. Here are prerequisites and a few simple steps to create an adaptive form:
Prerequisite to create an adaptive form
- Setup an AEM author instance
- Install AEM Forms add-on on the author instance
- Obtain the JDBC database driver (JAR file) from the database provider
- Setup a database containing customer data through a database is non-essential to creating an adaptive form.
STEP 1: CREATE AN ADAPTIVE FORM
AEM Forms provide a drag-and-drop WYSIWYG editor to create adaptive forms.
STEP 2: CREATE A FORM DATA MODEL
It will connect an Adaptive form to a data source (such as a MySQL database) to retrieve, add, update, and delete data to connected sources.
STEP 3: CREATE RULES
Create rules for every object in the adaptive forms to trigger actions based on the preset conditions such as user inputs and actions.
STEP 4 : STYLE YOUR ADAPTIVE FORM
Define colors, background colors, alignment, and size to adaptive forms.
STEP 5 : PUBLISH IT
You have three ways to publish an Adaptive Form-
- Publish the adaptive form as an AEM Page
- Embed the adaptive form in an AEM Sites Page
- Embed the adaptive form in any external webpage or non-AEM webpage
Let’s Wrap Up
AEM’s Adaptive forms offer a lot of modern features and capabilities, which include faster and easier implementation, faster response and improved rendition time, faster server-side validations, and more. Moreover, in the future, we can expect a lot from AEM for digital forms that will elevate your business efficiency.
We understand that using and creating AEM Adaptive forms is a very powerful, but daunting task. Get assistance from an AEM expert to understand and harness the full potential of AEM forms. Connect with us at sales@nextrow.com.
IntegratedPDF Solution – Hyper Personalize Your Customer Experience
In recent years, the business ecosystem has gone through an unprecedented change due to various reasons. The ongoing pandemic and technical disruptions, such as –the sunset of third-party data, and the introduction of new technologies are just to name a few. These disruptions have put digital at the center of everything, changed online and offline customer behavior, disruptions and posed new challenges to marketing approaches.
Marketers need modern strategies and technologies to go along with these changes in the marketing ecosystem. They need to focus on an omnichannel presence to engage a greater number of customers and learn more about their behavior and preferences. Additionally, they need to embrace futuristic technologies in their marketing approaches, such as AI/ML and automation, to improve marketing efficiency and results. Last, but not least, marketers should always focus on customers without leaving any stone unturned and should find new opportunities to serve their customers.
In this blog, we will see a modern approach to harness the potential of PDF documents to extract deep knowledge about customers, improve personalization and customer experiences, and capture high-quality leads. We will explore the various aspects of Integrated PDF solution powered by Adobe Experience Platform (AEP) introduced by NextRow Digital.
Know more about Adobe Experience Platform and its implementation process here.
How Does IntegratedPDF Work?
Let’s say you are a technology company and when end users land on your website or product page they want to see a PDF brochure to explore more. Then the PDF brochure will open in Chrome’s or Firefox’s native PDF reader tool. It is not possible to track the user’s engagement in PDF like time spent, keywords searched, etc. Also, if a user wants to share this PDF with their team or use it in a meeting, a prompt for download is given and the user is lost. There is no reason for brands to send the customer offline when they are already there on their website or app.
Again, if the same user comes back to the website after interacting with PDF, the customer lands on the same homepage and the brand has no idea about that customer’s interest. Even though the user already interacted with the PDF, they have to restart the journey from scratch.
How IntegratedPDF Solution Can Change the Complete Scenario
If your website is integrated with the PDF solution powered by AEP, here are the added advantages:
- PDF will open along or within your website rather than opening through any PDF reader tool or browser plugin/extension or downloading. This is powered by Adobe Document Clouds embedded API with powerful PDF rendering capabilities – such as highlighting, annotation, comments, and more.
- Whenever a customer interacts with the PDF you can record analytics in real-time. With an experience management platform like Adobe Experience Platform (AEP), you can send this data in real-time for segmentation and profiling. You derive insights from each and every action taken by the user – such as the pages he visited, time spent across the PDF, any annotation action, any queries made by him and more.
What Is Nextrow’s IntegratedPDF Solution?
This solution is designed to solve all the key challenges of marketers for lead scoring and personalization with the documents used for marketing purposes. It provides scalable pdf analytics having a base for customer analytics.
NextRow’s Integrated PDF solution is a
futuristic integration between Adobe
Experience Cloud and Adobe Document Cloud.
Behind the Scenes (How Are All These Possible?)
This integrated PDF solution is powered by Adobe Document Cloud SDKs and Adobe Experience Platform. In Document Cloud SDKs, PDF embedded API (a native API by Adobe) is used, which offers consistent rendering experiences and flexible UI to host the PDF in a way that embedded PDF’s look like part of the website. Moreover, you can switch to the full screen mode for annotation and collaboration. Users can easily tag anyone who is an authorized member. You can also integrate it with other platforms such as Adobe Sign and Microsoft technology to amplify the capabilities. Our solution uses AEP and RT-CDP for real-time profile, last millisecond personalization and uses Marketo as an email trigger. Nevertheless, the same solution can be extended for non-Adobe MarTech stacks like Salesforce as well. This works even if you are only using point solutions like Adobe Analytics and Adobe Target.
Benefits of IntegratedPDF Solution
- Precise analytics data for high-value leads
This data can help you upgrade your existing lead scoring models with high precision. All this can be possible with the cutting-edge native Adobe Technology not by third-party technology.
- You can trigger a web-based journey based on actions taken by users in the PDF
If the same customer comes back to the website after a few days, weeks, or months, they don’t have to restart the journey from the beginning. In fact, you can ask the customer whether they want to start from where they left off.
- Build unified customer profiles
Information provided by the customers (forms filled in by them) will go to AEP’s RT-CDP in real time and merged into a real-time customer profile. Simultaneously, the customer can also get the annotated PDF (or personalized PDF) to the provided mail-ID (using any campaign email system). These ID’s will be merged with the personal identity in real-time.
- You can deliver hyper-personalized customer experiences
You will be able to know the interest of a particular visitor. You can customize your homepage banners and emails based on the visitor’s interest.
Do You Really Need Adobe CDP and Marketo for PDF Integration?
As discussed above, the captured data can be used in the RT-CDP in real-time and you can trigger an emailer campaign with Marketo. It doesn’t imply that you cannot reap the benefits of the IntegratedPDF solution without Adobe RT-CDP and Marketo. You don’t need RT-CDP and Marketo, however, these would be added advantages for you. Take a look at Adobe RT-CDP, its features and benefits.
To know in detail and what are the available options for this system, talk to an expert.
What You Can Expect in the Future?
This integrated PDF solution is just the foundational approach, our next stop will be AI scoring, PDF personalization, Smart journey, and Smart CTAs to deliver a high level of contextualized experience to the customers using Adobe Cloud Documents and Adobe Experience Platform.
If you want to know how PDF analytics data is coming in and sitting into AEP to power these experiences, watch this on-demand video here.
If you have any queries, feedback or want to discuss more about this, contact our expert at sales@nextrow.com.
Leverage Live Stream Videos on Your Magento Website (How and Why)
Brands are highly focused on marketing strategy and improving businesses using communication tools for promotions and sales. More importantly, it has become inevitable to be a part of new trends in the marketing landscape to stay ahead in the business economy. Approaching your customers and convincing your visitors about your products and services with live streaming is one of the trending marketing tactics.
Live streaming is highly effective in the e-commerce marketing domain. With the audio-visuals gaining popularity and proving their effectiveness, Magento 2 has provided live streaming options for product demos either on social media platforms or on the website itself. The pandemic has largely been the cause of this shift because it pushed brands and marketers to follow this trend to communicate with their users.
According to Livestream and New York Magazine, almost 80% of people prefer live videos over blogs. Marketers can now connect with audiences, encourage them to interact with their brand, increase brand and product awareness among consumers, and encourage them to proceed with the checkout process. Being one of the most important marketing tools, you should know its few details such as what exactly it is, how you can use it for the best results, why you should use it, and Magento extensions for live streaming.
Build new or upgrade existing eCommerce store with NextRow Digital.
What Is Live Streaming?
Nowadays, you can easily go live on streaming sites such as YouTube and Facebook using a device (Smartphones, laptops, etc.) connected to the internet. Audiences can now view products and demonstrations in real-time, ask questions about the products, and can place orders through a live chat window while watching the live videos.
Live streaming becomes a precious
resource for marketing, especially for
the eCommerce industry, to stay
connected with audiences and drive
online sales.
On the other hand, marketers can get basic real-time information too such as the number of viewers, reactions, and comments using Magento extensions for live streaming. All in all, you can improve customer conversion, engagement, sales, and revenue in a shorter period of time.
Benefits of Live Streaming
- Build Brand Trust Among Your Audiences
- Brand Awareness
- Increases Customer Engagements
- Improve Conversion Rate
- Improved Customer Experience
1. Build Brand Trust Among Your Audiences
Live streaming by an influencer will help you gain the trust of your audiences. An influencer, who is followed by a large number of audiences can make your audience believe in your products and your brand. Plus, a live video allows viewers to experience your products in real time, not through a recorded video or edited photos. It will bring authenticity to your product’s quality and trust in your brand.
2. Brand Awareness
Live streams can give precise information on products and allow them to communicate with other viewers having the same interest. This will build a stronger and bigger community of your audiences and improve awareness of your brand among them.
3. Increases Customer Engagements
A live stream can hold viewers’ attention almost 20 times longer than a recorded video. That’s why Live streaming is getting popularity over time in the marketing economy to engage audiences.
4. Improve Conversion Rate
Live videos encourage trust in products and inspire people to buy more in real time. Consumers can see how a product looks in real life, how to use it, and what are the benefits. Perfectly created live videos can invoke urgency and inspire customers to purchase products in real time.
5. Improved Customer Experience
Marketers can invite any number of influencers in live streaming videos. New and existing customers can watch this and can even message during the stream. You can add products to display in the live stream. Customers can access the previous streams, live streams, and upcoming streams.
How Others Are Getting Benefits From Live Streaming
Many popular brands are already reaping the benefits of Live videos. Tommy Hilfiger attracted almost 14 million people and sold 1300 hoodies in two minutes only in a live stream program. On the other hand, in December 2022, Walmart launched the live streaming in Tiktok and ended up with 7 times more number of viewers than expected and its followers increased by 25 percent. In another live video by famous model Kim Kardashian and Viya (one of the famous streamers on Taobao) sold 15000 bottles of KKW Fragrance within minutes.
No doubt Live streaming is getting popularity for product marketing among marketers, especially in the eCommerce industry.
Magento 2 Extensions for Live Streaming
Magento extensions can be used to propel live streaming videos. With Magento 2 extensions, you can design experience-driven live videos by allowing marketers to design live videos and viewers to get additional information on products. Marketers can assign influencers, and add descriptions, thumbnails, titles, merchandise, and scheduled date. Here are a few of the Magento2 extensions for live streaming:
- Activity Stream
- Facebook Livestream for Magento 2
- Magento Live Feed Extension
1. Activity Stream
Go live with the activities happening at your store such as any new customers that registered, new products added, products sold, and more. Your consumers can see which products have been sold to whom in real-time and how many people are viewing a product and other such activities. With these kinds of live information, your consumers can feel that they are not alone in your store. Also, this information can help them to make decisions with more confidence.
2. Facebook Livestream for Magento 2
Stream live videos from Facebook on your Magento 2 website in real-time to interact with your customers directly and encourage them to purchase products during the live stream.
3. Magento Live Feed Extension
Give updates on all the social activities of your store in a single live stream. Your customers can track what other site users are sharing socially, showing their interest, or actually buying.
Integrate the extension meeting your requirement perfectly for your Magento store. Set up a one-to-one session with the NextRow’s Magento expert
Best Practices for Live Streaming
-Know your audience and then plan accordingly
-What are your goals?
Creating a live stream heavily depends upon your approach and strategy. If you are wondering what is the best practice for Magento 2 live streaming then the answer will always be there is no magic. All you need is a thoughtful strategy.
-Know your audience and then plan accordingly
Knowing your audience should be a major part of your strategy. It means you need to identify who and what influences your audience most. For instance, adults are quite influenced by celebrities in comparison to millennials who require different strategies.
Build the personas of your potential customers and work upon what can influence them most.
-What are your goals?
Live streaming should align with your goals. Whether you want to create awareness about your products or generate instant feedback; you can always create live videos around your goals.
Bonus Tips for Live Streaming
- Promotion before live show
- Check internet connectivity
- Test before live show
- Find the best environment to record
- Add a call-to-action
- Engage with your viewers
The Future With Magento Live Streaming
Magento 2 Live Streaming is transforming the way of e-commerce marketing. It helps brands to sell a larger number of products instantly, shortens the sales cycle, and increases revenue. This is just a step into live stream marketing but we will definitely see a lot more in the future. For instance, nowadays, it is most popular in the eCommerce industry but we can expect to see its importance in other sectors as well. Likewise, advancements in technology such as AR, VR, and AI can add innovation to live streaming too. As of now, you can reap the benefits of live streaming at your Magento store to encourage more purchases and engagement.
If you need any help with the Magento store and live streaming on the Magento site, contact our Magento experts at sales@nextrow.com.
Improve Your Conversion Rate With Magento PWA
A few years ago, it was believed that if you are not online you don’t exist. Now, almost every business is online, and yet this is not enough. Nowadays, the major focus of brands is to increase conversion rate and sales. They are adopting and implementing new technologies and techniques that lead to better conversion rates and customer satisfaction. Progressive Web Application (PWA) is one of them which is integrated into the website, especially by e-commerce players.
The increasing use of Smartphones and Google’s algorithm (mobile-first indexing) increases the importance of mobile apps and mobile sites. Mobile apps and sites are remarkably important for businesses but PWA exceeds the consumer’s expectations in terms of ease of use, reliability, and speed. It gives users a similar experience to mobile apps but with lightning speed, better accessibility, and frictionless user experience. Plus, it is designed to provide a similar experience to native apps but it can work offline and it is cross-browser compatible.
Here is a quick comparison of PWA with native mobile apps:
Major Reasons to Apply PWA in Magento 2
Brands can enjoy many economic and efficient features and functionality of the Progressive Web App. Some of the major benefits that must be considered are:
Optimizes user experiences
PWA combines the best features and eliminates the constraints of both mobile websites and native apps to provide a magnificent experience for the end-users.
Offline supports
Consumers need not download any apps on their mobile, they can start immediately after adding the app to the home screen. They can even enjoy a seamless experience with no or bad internet connection.
SEO friendly
PWA supports browsers and it supports technical SEO aspects for site optimization and discoverability in search engines. Major search engines such as Google have mechanisms that crawl the JavaScript of the site including Progressive Web App sites.
Site security
PWA can be secured with HTTPS that will help you in two ways-
- It improves the trust factor of your site
- It helps in SEO ranking by maintaining a crawlable sitemap
Relatively easier and less expensive than native apps
Brands need to develop two separate apps for iOS and Android users which is not the case with Progressive Web App. A single base code will be used for both platforms and save money, time, and effort on app development and maintenance. Additionally, Developers and the merchant community can take advantage of Magento PWA Studio to accomplish their job (coding, deploying, and maintenance) more efficiently.
Hold a significant place in the eCommerce landscape
PWA in Magento is making a buzz around. Flipkart increases its conversion rate by 70% with its progressive web applications and many more giant players in the industry are making billions with this technology.
A Few Popular Ways to Build Magento PWA Magento 2 PWA Extension
There are various PWA extensions available that can be installed to add progressive Web App features to a Magento website. Though it is an easy and cost-effective way to turn a site into Progressive Web App, most of the extensions do not deliver full features. Some modules provide basic PWA features such as “add to home screen” and send push notifications but ignore some essential features such as fast page load, offline mode, etc. Be careful with extension installation, first try the demo and then come up with any decision.
Magento 2 PWA Studio
Magento 2.3 and above offers the Magento PWA Studio project, a set of developer tools to develop, deploy, and maintenance of PWA storefront.
It is a comprehensive solution in comparison to the PWA extension to build a PWA from scratch. Your Magento storefront will be replaced with a PWA storefront that will be connected to your backend via API.
Magento 2 PWA Theme
Magento 2 PWA Theme is an advanced process to convert your Magento storefront based on PWA studio, ReactJS, and GraphQL. It allows you to connect a PWA storefront using built-in API to the Magento backend.
This is the most efficient solution to integrate Progressive Web App with all essential features such as fast loading speed, ease to add on the home screen, easy update, offline mode, low data consumption, and more. It offers ease and scalability to the developer as well, as its storefront demo is much better than the default version of Venia Storefront.
The cons stay with the third-party extension compatibility that needs to be checked for new storefront and storefront design has to be customized as per your requirements.
Get Ready for the Future
Experts are seeing great potential in Progressive Web App in the future and it Is believed that it may replace native apps down the road because of its extensive benefits for developers, marketers, and end-users. Cost-effective, easy to develop, secured, SEO enabled, and you have so many reasons to integrate PWA into your Magento websites. You can either choose it as an alternative or supplement to your native apps or conventional site. Moreover, you can consider all PWAs, conventional site, and native apps to connect with a greater number of potential users and improve the conversion rate.
If you have any queries or need expert help for PWAs development, deployment, and maintenance, contact NextRow at marketing@nextrow.com.
Enhance Customer Experience With Marketo Dynamic Chat
Brands spend a lot of money to deliver great customer experiences, so the customers come back to buy more. Website chat is one way for brands to connect with customers better in real-time. And chatbots are nothing new. Automated chat platforms help brands cut labor costs while providing some meaningful answers to customers’ questions round the clock. A recent survey indicated that 55% of businesses that use chatbots generate more high-quality leads. Adobe recognized there is a need for an enterprise chatbot that seamlessly integrates with Marketo for brands to understand their customer journey better and to deliver the best experiences to their customers.
Adobe recently released “Dynamic Chat”, their chatbot to deliver better experiences to their customers. With the one-click sync option, all the lead information and lead engagements will be sent to Marketo in real-time. Now your sales and marketing team can leverage natively integrated Marketo’s dynamic chat to accelerate sales pipeline, and conversion rate, book more sales meetings, optimize cross-channel marketing, and close deals faster while delivering an exceptional customer experience at the same time. This new marketing channel can help you enhance your cross-channel strategy to deliver exceptional experiences to web visitors and collect highly qualified leads.
Let’s look at some of the core Dynamic Chat’s features, benefits, and how you can leverage it to solve your challenges and optimize the overall Marketo capabilities.
Features Highlights
- Out-of-the-box chat dialogues
Individual chat conversations are referred to as chat dialogues. You can design dialogues to specify where they will be displayed, who can see them, and what should be the content for conversations. You will have full control over which page your dialogue chat will appear with the ability to exclude any specific page or URL. Built-in reports help you evaluate the effectiveness of the individual dialogues. Chat dialogues can be configured in many languages for localization.
- Book meeting with sales
Dynamic chat allows seamless transition of lead from marketing to sales by allowing sales team calendars synced to Marketo. This reduces the manual process of transferring a lead from the marketing team to the sales and helps them close the deal faster.
- Lead and account targeting
Marketers know the value of retargeting. Being able to understand the customer journey is extremely important for a marketer to enable the brands to connect with the leads better based on the lead’s interaction. Dynamic chat enables marketers better retargeting based on the lead’s online behavior.
- Document cloud integration
Marketers love to share marketing material with the leads. Dynamic chat allows you to share the PDF via document cloud to help your leads make better decisions and engage in meaningful conversations.
- Define Goals
Conversational marketing is whopping 92% since 2019 and continues to grow. In this situation, your biggest concern will be how to differentiate your brand from others. Your business objective and what you want to achieve from your chatbot solution will be the key differentiator. Your objective will shape chat experiences to fit best into your marketing needs. Dynamic chat allows you to define multiple goals including a must-have primary goal. It is recommended to focus heavily on your primary goal, the secondary goal can be added later.
- Chat Analytics
As a marketer, you have predefined goals or milestones to be achieved. Dynamic Chat allows you to track and analyze chat dialogues at a granular level. You will get an in-depth understanding of your interaction with every visitor, lead source, and visitor’s behavior to improve your performance. You can easily trigger and revise target activities based on the performance results.
Major Challenges Solved by Dynamic Chat
- Marketers can capture deeper details with hyper-personalized conversation. With high-quality information captured, marketing and sales teams can enjoy quality lead generation and route leads more deliberately to the most suited campaigns.
- B2B businesses experience relatively longer sales cycles. Dynamic chat can help you shorten the sales cycle and generate more leads in a shorter interval of time.
- If you have several websites and products, it is complex to figure out the most effective content for individual websites. Dynamic chat will help you find out which content works best for your customers and also help you improve your chat conversation.
How You Can Start With Marketo Dynamic Chat
Dynamic chat is available for use at no additional cost with Select, Prime, and Ultimate Marketo’s Package. All new Marketo customers will get it automatically and all current customers can access it immediately after renewal. Enable your Dynamic chatbot with these steps:
- Connect your data with Marketo Engage.
- Customize the style of the chatbot window (such as color, font, avatar, etc.). Define your target criteria and create the dialogue stream with a simple drag and drop method.
- Add a JavaScript snippet to your website and you are ready to go.
How Dynamic Chat optimizes Marketo’s Capabilities
- Personalized and custom chats will help you capture more qualified leads and lead scores. You can also update lead scores and route leads collected from your website.
- Based on chat engagement, you can nurture the visitors specific to their requirements and initiate a personalized conversation with each visitor.
- Bring your visitors to your webinar, email campaigns, and other events to deliver an integrated and cross-channel experience.
Grow Your Business With Dynamic Chat Solution
Consumers expect more relevant and personalized offers and services whenever they interact with a brand. Dynamic chat has out-of-the-box features that will reshape your personalization campaigns at scale. You can understand your visitors better than ever and engage with the right content at the individual level. Dynamic Chat helps you move them through the marketing and sales funnel in shorter intervals of time.
Curious to know more or need some help to begin with Dynamic Chat? Contact NextRow’s Marketo expert who can develop a framework to make the best use of the Dynamic Chat solution.
Contact us at +1-847-592-2920 and marketing@nextrow.com.
Stride Toward Higher Digital Maturity Level With Adobe RT-CDP
Use cases allow us to define the value of any technology outside of its intrinsic value. We read and write use cases every day to know what can be done with a platform and realize its value.
These are crucial to decision-makers and users alike when there is a lot of hype surrounding new tech. Potential is often what’s marketed, but no marketer or business wants to invest in potential alone. We want to know what a platform or an application is capable of before going all-in on one. Enter “Use Cases”.
Read more about Adobe Real-Time Customer Data Platform- The Latest Experience Management Solution.
This new technology might seem too good to be true. So, instead of relying on the marketing points and articles singing the praises of utilizing a CDP, let’s look at a market leader’s – Adobe Real-Time Customer Data Platform (RT-CDP) – use cases before assuming its value in your businesses.
What Is Adobe RT-CDP?
Adobe introduced a new CDP as a revolutionary platform capable of streamlining customer data management, collection, and activation. How? With the help of some awesome capabilities, of course.
Adobe promises better data-driven decision-making capabilities when using Adobe Real-Time CDP. You can harness the full potential of this new technology, and any other, if you know where to start and have a vision for where you are going. First, assess your digital marketing maturity level; then improve upon it by prioritizing investments based on use cases.
What Is Digital Marketing Maturity?
Digital Maturity (or Digital Marketing Maturity) is measured as the capacity to deliver seamless experiences to your customers across all channels with continuous progress. The digital maturity model is based on the analysis of data, how well you are taking advantage of a digital marketing strategy and campaigns.
It is usually broken down into five distinct levels – Initial, Emerged, Focused, Advanced, and Optimized.
An organization that is focused on advancing their strategies and practices tend to score higher digital maturities and are referred to as Optimized or Level 5. They are usually capable of delivering connected and contextualized customer experiences through a data-driven strategic approach and out-of-the-box mobile experiences. Those struggling with data management and delivering personalized content are found in the lower tiers, like Initial or Emerged.
Your position within these 5 tiers depends entirely on the follow-through taken with data ingestion and manipulation, including the tools and analytics used to do these things. Identify your own organization’s digital maturity level and take a look at the use cases below to see how RT-CDP can promote continuous growth and help you reach the next stage.
Five Adobe RT-CDP Use Case Pillars
Use cases describe how products or services help users achieve a set of goals. Taking a use-case-driven approach to inform investments, like purchasing or upgrading a CDP, can bring to light both existing and potential conflicts and their solutions. Instead of getting caught up in granular CDP spec comparisons, focus on bigger picture capabilities and goals.
Here are 5 of the most useful Adobe RT-CDP use case pillars to get you started:
- Cross-Channel Audience Management
Streaming Data Collection Across Channels
Browsers are vital to consumer interactions, making web analytics an essential focus for marketers. However, the shift toward mobile devices and other connected devices has complicated this, creating even more touchpoints and tracking opportunities.
Many consumers have a preferred method of communication, browser, and device, so marketers should pay attention to all of these and make sure a clear view of customer preferences is created for each contact in their database. So how can you possibly keep all data gathered from desktops, tablets, and mobile apps straight?
Adobe Experience Platform, on which RT-CDP is built, collects data from various sources and apps and delivers it to all applications. Customer journeys are pieced together over time and visible within RT-CDP. With a complete view of the customer journey, marketers don’t rely on “last click” attribution. Instead, they can test and integrate new tools to attribute weight to each interaction. Customer data platforms also track the long-term performance of customers acquired through advertising by associating campaign membership with full lifecycle events and attributes with acquisition sources.
Resolving Customer Identities
With so much data coming in, it’s common for unchecked systems to overwrite existing information, create duplicates, and mistakenly associate incorrect details with contacts. The more complex systems you use, the higher the likelihood of finding inaccurate information in databases.
Real-Time CDP doesn’t rely on personal identifiers alone to track and build customer profiles. Current and historical data is used in conjunction with first-party data to create extensive customer profiles. Anonymous actions are associated with known customers, too, resolving the issue of anonymous profiles and activities for enhanced personalization and targeting opportunities.
- Onsite and Offsite Personalization
Take Segmentation to the Next Level
As RT-CDP collects and stores data from multiple sources, it enables marketers to identify the most relevant content or most appropriate offers for their customers. Based on relevant customer profiles and preferences, RT-CDP applies rule-based and advanced sequential segmentation to boost marketing campaigns. RT-CDP offers the Segmentation service that simplifies dividing customers into smaller groups with similar traits. For instance, say you want to target all those customers who searched for a particular product in the past 30 days but didn’t make a purchase in your upcoming marketing campaigns. The segmentation feature makes quick work of identifying your audience based on these parameters.
AI-Powered Next-Gen Data Management
Modern, successful marketing is all about predicting what your customers want. Understanding customer needs, desires, and problems are of utmost importance to teams developing greater brand loyalty. RT-CDP includes Customer AI, a feature that predicts what a customer will do and why. View influential factors and propensity scores to create detailed segments and optimize customer profiles. An artificial intelligence-enabled CDP solution like RT-CDP allows for preemptive actions creating better customer interactions.
For instance, if a person comes to your site to buy a sofa set, you predict its likelihood. Maybe your customer is delaying purchasing a sofa set but is moved to buy after seeing targeted ads and offers.
Organically make significant impacts on customer decisions with RT-CDP.
- Amplify Retargeting/Remarketing Campaigns
Gone are the days of retargeting ads or mail taking 12-24 hours after a cart is abandoned to be delivered to customers. An abandoned cart turns into a lost opportunity if you don’t entice customers to return or eliminate what caused their departure in the first place. The lost sales revenue from this situation equates to $18 billion eCommerce brands are missing out on.
Enable real-time and onsite retargeting or remarketing campaigns along with cross-channel advertising using Adobe CDP’s streaming segmentation capabilities. Adobe RT-CDP solution helps manage retargeting ads and emails based on customer behaviors, like abandoned carts. Deliver precisely what customers want, when they want it.
Finding a balance with remarketing campaigns is crucial, too, since many nudges can annoy customers and leave a bad taste in their mouths. With RT-CDP, easily set up frequency capping across channels, limiting the number of times an ad is displayed for a customer.
- Privacy and Data Governance
RT-CDP brings data from multiple sources to be used across various destinations, all with their own set of data usage policies to abide by. Since RT-CDP is built on top of the Adobe Experience Platform, advanced data privacy services are built-in, ensuring all users are compliant across the board. This application also uses the Data Usage labeling and Enforcement (DULE) framework to determine how data should be shared across various destinations. For instance, you can restrict activation of a particular segment (such as any partner) across display advertisements for an eCommerce company. - Optimize display media or inventory
Strategically benefit from this RT-CDP, no matter your role. You can optimize the number of impressions, media suppressions, and increase CPM as it adds sufficient metadata into segments. Earlier, DMPs were used for this purpose based on 3rd party cookies, on the other hand, Adobe RT-CDP involves people-based IDs and 2nd party partnerships.
Final Words
Using use case pillars specific to your industry and products for RT-CDP is the best way to realize its value within your organization. Here we have included the most common use cases; however, there are many more use cases for RT-CDP. Have something specific in mind? Let us know.
An experienced Adobe RT-CDP expert can go over your needs, goals, and current limitations to create detailed use cases and help pinpoint the right solution for you. Make every investment an opportunity.
If you are still unsure whether the Adobe RT-CDP solution is right for you, contact NextRow Digital to get a clear picture of your requirements and all possible solutions. Let’s build a true omnichannel vision of your customer’s interaction with your brand with us. Contact us at +1-847-592-2920 or marketing@nextrow.com.
5 Top Reasons Why You Should Migrate to Real-Time Adobe CDP
Customer Data Platform has shown promising features to deal with the challenges faced by Marketers. It gathers all your data in one place so that it can be accessed with ease by everyone for – Sales, marketing, and customer services. It breaks silos in the organization and presents a unified view of the customer data and profile that can be used by anyone not specific to sales or marketing or others. In a very brief period, it has made a significant place in today’s enterprise MarTech stack.
Adobe has introduced a Real-Time Customer Data platform (Real-Time CDP) with extensive capabilities. This new CDP technology solves the problems related to integration, labeling, segmentation, of customer data. Now, you can have in-depth information about your customers to build and execute an effective segmentation strategy based on integrated profiles.
Read how Adobe RT-CDP improves the customer journey.
Though there are many reasons, here we are presenting the 5 most powerful capabilities that could be a reason to migrate to Real-time Adobe CDP (RT-CDP).
Data Collection
With over 40 native connectors, 200+ partners, and more than 75 prebuilt marketing activation destinations, Adobe RT-CDP offers extensive capabilities for data collection. You can feed client-side information, server-side collection (APIs) data, call center data, mobile and app data, in-store data, and data from the CRM system into CDP. The incoming information can be behavioral data, demographic data, transactional data, POS, IoT, device data, and others. Apart from these, Adobe lets you build your own Connectors powered by APIs and get your data in.
Profile Management
The major challenge in delivering relevant digital experiences to the customers is the management of disconnected data and how to tie these data together coming from various channels. Adobe’s enterprise CDP helps in managing disconnected data, providing relevant and consistent digital experiences to your customers. It stitches data together to provide a complete view of your customers by linking identities and creating identity graphs for individuals. Adobe Real-Time CDP takes identity and profile management to a whole new level. It also offers streaming data ingestion that means profiles can be updated in real-time whenever any new action is noted.
No 3rd Party Cookies Dependency
Adobe prioritizes privacy and data governance in data collection and management. This is why it gives priority to first-party data. It stitches durable identifiers (e.g., email ID, contact details, CRM ID, etc.) with pseudonymous first-party cookie IDs. This will give you more control over data sharing and integration and insulate you from the problems that occur because of third-party data.
In Adobe CDP, identities take a different path by pegging them to the data sets. A data set can come in with any ID or multiple IDs and these IDs can be stitched together in real-time. Durable identifiers like email ID, phone number, CRM ID are stitched with pseudonymous first-party cookie IDs. Further, the data sharing and integrations are built on these synced IDs which help you get more control and insulate from 3rd-party data problems.
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your business.
Adobe RT-CDP and CRM
Both are used to deepen customer relations but in different ways. They are different in the way how they are involved in marketing.
Closing Thoughts
Customer Data Platform is growing rapidly in the market and the reason is obvious. DMP and CRM have some equivalent features but overall CDP can stay on top with advanced features and capabilities. If you are confused about which vendor would be a perfect fit for you, see our guide.
For any query and help related to Adobe CDP integration and others, connect with us at marketing@nextrow.com.
