For businesses looking to create and manage more personalized experiences with their customers there are numerous marketing journey orchestration tools they could consider adding to their modern martech stack. Making informed decisions about which of these tools will be the most impactful for your organization means having a clear understanding of which tools align best to your overall objectives. We recently sat down with Tom Solarek, Manager, Technology Operations Adobe Practice at Shift Paradigm to discuss the benefits of implementing one of the more popular of these marketing journey optimization tools, Adobe Journey Optimizer (AJO).
What is journey orchestration?
Marketing campaign and journey orchestration is the process of creating and managing personalized interactions with customers through multiple touchpoints. This can include email, mobile, web, and other channels.
Why use a journey orchestration tool?
A journey orchestration tool is necessary for the modern martech stack as it allows businesses to streamline and automate their marketing efforts, ensuring consistent and relevant messaging across all touchpoints. This leads to improved customer experiences and increased engagement, which can lead to increased conversions and customer loyalty. By utilizing journey orchestration, businesses can better understand their customers and make informed decisions about their marketing strategies, leading to increased efficiency and effectiveness.
What are the benefits of Adobe Journey Optimizer for Business Efficacy?
Adopting Adobe Journey Optimizer (AJO) as your marketing journey orchestration tool can bring significant efficiencies and cost savings to a business. AJO is built natively on Adobe Experience Platform (AEP) and provides access to a unified, real-time customer profile, centralized offer decisioning, and AI/ML for personalization and optimization. The following are some of the key ways that AJO can drive efficiency and cost savings for businesses.
1. Streamlined Campaign Management:
AJO provides a “one-stop-shop” UI for everything from asset management to segmentation and delivery, saving marketers time from having to learn new tools and hop between tabs and logins. AJO’s modern omnichannel orchestration capabilities allow businesses to manage their campaigns from a single location, which can help streamline their processes and reduce the time and resources required to deliver successful campaigns.
2. Data Integration:
AJO is built natively on AEP’s common data foundation and has access to Adobe’s Real-Time Customer Profile, allowing businesses to integrate their customer data from all sources and easily connect with external marketing and customer touchpoints with scale and speed for activation. This can result in cost savings by reducing the need for expensive data integration projects and allowing businesses to focus on delivering better experiences to their customers.
3. Centralized Decision Making:
With AJO’s centralized offer decisioning, businesses can streamline their decision-making processes and reduce the time and resources spent on manual tasks. This can lead to faster time-to-market and better results, as well as cost savings by reducing the number of manual processes involved.
4. Increased Customer Insights:
AJO’s real-time customer insights and engagement capabilities can provide businesses with a deeper understanding of their customers, which can lead to more effective campaigns and improved customer experiences. This can result in cost savings by reducing the need for expensive research and analysis. In addition, data generated from AJO journeys and messages are automatically stored within AEP datasets and are therefore natively available for use in cross-channel reporting using Adobe’s Customer Journey Analytics (CJA) application.
5. Improved Customer Experience:
By providing contextual, personalized and consistent omnichannel experiences, AJO can help businesses improve their customer experience. This can lead to increased customer loyalty and repeat purchases, which can result in cost savings by reducing the need for expensive customer acquisition efforts.
6. Optimized Campaigns:
With AJO’s access to AEP’s AI/ML capabilities for personalization and optimization, businesses can improve the effectiveness of their campaigns and reach their target audiences more efficiently. This can result in cost savings by reducing the amount of resources required to deliver effective campaigns.
A shift in customer engagement
With AJO, businesses looking for more sophisticated customer communication than any other marketing automation platform can offer can effectively engage their customers and drive growth while reducing their costs. At Shift Paradigm, we understand how to utilize Adobe Journey Optimizer to bring significant efficiencies and cost savings by streamlining processes, improving customer experience, optimizing campaigns, and increasing customer insights. To learn more about how Adobe Journey Optimizer might benefit your business, please contact Shift Paradigm for an assessment.
THE AUTHOR
Tom is a certified practitioner in CDP, Analytics, and Optimization platforms and has led digital analytics and tag implementations across various industries, including finance and media. His functional and technical experience includes digital analytics solution design and documentation, performing system integration and user acceptance testing, leading client workshops, and data mapping and QA for web and mobile apps.
