Dive Brief:
- Adobe used the National Retail Federation's annual Big Show to announce new additions to its marketing cloud.
- A Venture Beat article highlighted the feature that will likely have the greatest impact on retail marketers – history-based remarketing capabilities that use behavioral and contextual data to send triggered messaging via email, SMS or push notifications.
- One valuable aspect of Adobe’s retargeting technology is it can remove triggered messaging about products the would-be recipient has actually already purchased.
Dive Insight:
Adobe’s remarketing technology uses behavioral data, such as what someone does on a browsing session on an e-commerce website, to send messages based on more accurate triggers like when a user ends the session, abandons a shopping cart or leaves a product page. The messaging would be based on what products the potential customer viewed or left abandoned in the cart.
Keeping track of history to the point of knowing what the prospect previously bought helps marketers avoid sending triggered messages for those exact products, which has become somewhat of a common complaint among consumers tired of being retargeted with stuff they already have.
As a marketing tactic, remarketing can be a very effective way to reach prospects on the cusp of a buying decision. At the same time for recipients of the messaging, it can be intrusive if they are getting triggered messages about products they don’t actually want or already own. At times, retargeting campaigns can even come off as creepy and take away from the user experience.
When collecting consumer shopping data, being able to compile past purchases with current behavior will ultimately help marketers drive better results.