Adobe rearchitects its CDP

And what does the transparency of the Apple app mean to advertisers?

I’m moving on. Digital has brought everything to the forefront, not only in our work but also in all other sectors, from shopping to nightlife. He even kept human relationships alive, outside the immediate family circle.

The first two stories below raise the question of whether everything – everything – will revolve around digital in the future. Based on our Opportunity Participation Index, marketers are almost ready to meet in person at the beginning of next year; but a large majority also want the opportunity to participate in low-cost, easy-to-travel virtual events.

And, of course, Adobe is betting that the huge digital pressures we saw on the B2C and B2B customer journey will continue. Will we go back or will we go back to our old habits? We are on a fascinating journey.

Personal opportunities for marketers may return to early 2022

Most marketers are willing to return to the conference in person in early 2022. But improvements in virtual conferences and ongoing concerns about the pandemic are likely to lead to underperformance at the start. The data comes from the March edition of the Event Attendance Index survey, which we have been doing regularly since the beginning of the pandemic.

About 38% of the roughly 250 marketers we interviewed in March said they were likely to attend a live show in the first half of 2022, while about 45% gave the prospect a moderate to highly likely chance. The number is decreasing as we get closer to the present: only 21% say they are likely to attend events in person in the fourth quarter of 2021, and an even smaller 17% say they are likely to attend the fourth quarter of 2021. third quarter.

The COVID-19 pandemic has revived digital events. The pivot of personal experiences has also led to similar experiences, as large trade shows and smaller regional conferences have generally been reduced to video-based education and networking. It is a medium that the public discovered out of necessity and is likely to remain.

About 92% of marketers who responded to our survey said that organizers should continue to offer virtual opportunities, even when personal opportunities return. And the reasons are not surprising. Most say they can participate in more events and integrate them more easily into their calendars. Others cite safety during the pandemic and the lesser environmental impact of digital programs. But most of the time, respondents mentioned costs.

Privacy-based changes to Adobe’s real-time CDP

“It’s digital that kept the economy going,” said Shantanu Narayen, Adobe’s CEO, before announcing a range of products at the Adobe Summit yesterday. Unexpectedly, Adobe announced the launch of the next generation of its CDP in real-time. CDP, which has been widely available since the first quarter of 2019, has been redesigned to acquire proprietary data-based customers. The changes openly acknowledge the change in the consumer privacy landscape and the exclusion of third-party cookies.

The result is intended to be personalized experiences based solely on the data the customer has chosen to share, but Adobe also offers Segment Match features, which allow brands with a common interest to share data from non-sensitive segments to improve their reach. . , a kitchen that a retailer can partner with a recipe editor or ingredient supplier). Adobe also announced a B2B edition of CDP in real-time, which is expected to be available in the summer of 2021.

Adobe Workfront is now integrated with the Adobe Experience Cloud application layer, provides advanced marketing workflow features, and supports what Adobe calls the official marketing system – a unified solution for sharing ideas, creating content, and communicating automation of complex marketing processes.

Why do we care?

While Salesforce continues to lead the competition in the CRM market, Adobe remains one of the other major players. It was the first marketing cloud and today it is arguably the most comprehensive package for customer experience (offers digital asset management and CMS features, including headless CMS, which Salesforce does not offer. We will wait for Oracle, Salesforce, and SAP to make privacy-based changes to their CDPs.

Will the transparency of Apple’s app change the game for advertisers?

It was about a decade ago that Apple announced that app users had to ask explicit permission if they wanted to track their activities on other apps and websites, but the transparency of apps was finally released as part of iOS 14.5.

Remember, Facebook criticized the new feature, and even ran ads in The Washington Post, The New York Times, and The Wall Street Journal, saying it was taking a stand against Apple on behalf of ‘small businesses everywhere.’ It’s easy to see that Facebook despises it because Apple’s business influences its business, but many small businesses rely on personalized ads to reach the public.

iPhones made up 62% of all impressions on Facebook, Instagram, Messenger, and Audience ads in March (56% higher than the previous year), according to Tinuiti’s first Facebook comparative advertising report in the quarter. 2021. Android, on the other hand, it was 29%, which is actually a small decrease from March 2020.

Why do we care?

This discrepancy highlights the potential impact that transparency of applications can have. “Because Apple devices account for a large portion of ad impressions, it is essential that advertisers adapt quickly to the new state of campaign optimization and management in order to be successful in the future,” a Tinuiti reporter said.

Quote of the day

‘During the pandemic, we saw too great a negative impact on women’s careers. At the same time, women-led companies received only 2.3% of venture capital funding in 2020, and Publicist was one of them. It was not just part of an overall reduction in venture capital financing. In 2019, 2.8% of the funding went to women-run businesses. Lara Vandenberg, founder and CEO, advertises

Translate »