The Customer Experience: How to integrate 3 of Adobe’s solutions
In today’s digital world, customers expect to find what they need, when they need it, and they demand relevant and engaging experiences across all their devices. With a combination of Adobe Experience Manager, Search&Promote, and Analytics, you can restructure your entire website for consistency and enhance engagement by providing one experience across your brand.
To get started, first identify the major sections of content your organization wants to build out and group them into primary categories. From there, create templates specific to that content. Then, migrate the content, mapping it to the new site structure. Once the foundation is in place, create customized search capabilities that enable visitors to navigate through the site more easily. Using specific search criteria lets you promote offers based on the kind of content visitors are interested in. Over time, you can track and analyze behaviors and patterns to find out what’s working and which areas need improvement.
Adobe Experience Manager
One of the biggest challenges organizations face is creating a simple user interface across their website. Adobe Experience Manager restructures your current architecture by reorganizing complex content to create one consistent customer experience on your site. With streamlined information management processes, your organization can maintain scalability as your business needs evolve.
Search is critical to the navigation of your website; it can be the difference between visitors finding what they need or bouncing off after a few seconds. Search&Promote takes advantage of the content mapping developed in AEM, enabling you to create search terms specific to your audience. You can also enhance results with predictive search, which instantly fills in text depending on the inquiry.
Once you have an idea for what visitors and customers are searching for, you can start promoting—from specific areas to your entire site. You can pull content from sister sites that relate to certain audience segments or enable suggestive searches, which shows additional options to visitors based on search topics.
Content might be king, but analytics runs the show. Nowadays, marketers are leaning more toward data-driven decisions and less on gut feelings. Analytics helps track and measure how visitors and customers interact on your site, where they’re clicking, identifies the paths they take, what dead ends they encounter, and lets you see if the components on the site are useful for them. All of this information is helpful for making the right adjustments and in aligning organizational goals with KPIs.
How it all comes together
Using different systems and vendors can often lead to integration hurdles that result in decreased optimization. Adobe Marketing Cloud brings it all together—from the AEM foundation and refined Search&Promote capabilities to in-depth analytics. AMC gives marketers the control they need from one central place. With the combination of these three parts of AMC, you’ll be able to improve page load times, address mobile and tablet needs, and ensure that your brand is consistent across every touch point. What strategies has your organization utilized when using these solutions? Share your story on our social media sites (LinkedIn, Twitter, or Facebook).
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