A consumer can purchase within the unit itself rather than navigating away from the page or email container, thus driving down the number of clicks required.
“We’re linking that inventory data to the shopping cart to drive higher conversion and average order value,” said Reilly. “From a strategic perspective, the way Adobe looks at the market is, there are big data challenges around all of these devices, speed of real time and how do we in real time synthesize it and make it usable?”
In addition to shoppable rich media, the Adobe Target, Experience Manager and Campaign integration is powering what Adobe dubs “contextually relevant email.”
Again, not necessarily reinvent-the-wheel new, but an extension to the engine Adobe’s steadily building. In November, Adobe rolled out triggered emails and in-app messaging based on location. One month earlier, it announced support for beacons in Adobe Analytics.
These integrations culminated Monday in the latest launch of contextually relevant email, which Reilly said enables marketers to trigger new creative and offers at the time of message opening.
By combining Adobe Campaign, Adobe Analytics and Target, you’re able to factor in data points like local weather, local news (The New York Times if you’re in the Big Apple, for example), contextual imagery and creative in the email container based on location and trigger offers which are time- and device-specific.
Although competitive point solutions provide such functionalities, performing data transfers is resource- and time-intensive. At least, that’s what Adobe sees as a major benefit of buying its marketing stack in full.
“A lot of businesses have a separate ESP, content and campaign manager, and those are three different silos right there with manual processes to import, export and reconcile that data, so Adobe’s trying to make sure those are integrations are prebuilt and a marketer can drag and drop a template, populate it from one spot and execute the campaign based on all that data,” Reilly said.