Personalization is an important aspect of marketing – not only does it attract consumers' attention, but it also leaves a lasting impression.
This is why the new Test and Target Adobe Audience Manager integration is a great tool for marketers who are looking to add some personalization into their campaigns. The integration enables users to leverage data from Adobe’s Audience Manager in order to customize consumer experiences across all digital platforms.
According to Adobe's blog, the best way to explain the power of the integration is to explain the value it brings to clients. For example, if a travel company wants to run a campaign that targets business travelers in Los Angelas and New York, the company could leverage Adobe’s Audience Manager to target traits such as high travel frequency, as well as individual signals like search activity on third-party sites for travel, or even include geo-specific information such as LA or NYC-based users. Then, with that information, the marketer could build a NYC/LA Travel Warrior Persona and customize offers or content on landing pages for this specific customer.
Additionally, marketers can also target consumers as they leave the site by serving relevant banner ads on third-party sites – meaning that the integration can also be used for display ad retargeting.
This personalization enables brands to leave a lasting impression on consumers. According to Adobe's blog, implementation of the integration is pretty straightforward and doesn't impact site load times. It is also important to note that the integration is available in Flash, so that (as previously mentioned) marketers can personalize their ad campaigns.