An Introduction to Connected Marketing Challenges

group-meetingDevices, devices, devices! The Internet of Things (IoT) is changing how people interact with each other and brands. Within this transformation everything is shifting to the connected channel. The connected channel is concerned with the experiences and interactions of all users, on all connected devices, in real time. The connected channel is the marketing channel for the IoT.

The shift to the connected channel allows for advanced analytics and micro-personalization of experiences, with an organization’s vision and budget being the only limitation of what data is captured, purchased and correlated.

To give you a visual, let us represent the traditional 360-degree customer view as the area of a circle (π⋅r^2). The 360 view of a customer includes all possible data and interactions of the brand and customers; with some third-party data being added for a richer understanding.

We will then represent the connected customer view as the volume of a sphere (4/3π⋅ r^3) . The connected customer view is all the possible data and interactions of the brand, customers, non-customers and devices.

cpartially filled sphere formula

 

 

 

 

 

There are many marketing challenges when it comes to the connected channel and the connected view of customers, including customer data modeling, data collection, marketing attribution, privacy laws, real time experiences and more.

Adobe Marketing Cloud Enables Connected Marketing

The Adobe Marketing Cloud (AMC) provides everything digital marketers need in one spot. It’s a complete set of analytics, social, advertising, targeting, Web experience management and cross-channel campaign management solutions, uniquely positioned to meet the needs of the connected marketer.

Stay tuned for part two of this blog series to learn more. Contact us if you have questions or want to get started now!

By |2018-12-26T21:42:50-05:00November 9th, 2016|Blog|0 Comments

About the Author:

Nick Bleibtrey is a Sirius Adobe Platform Leader for Sirius.