Adobe Summit: Do you prefer personal online shopping experience?

According to a recent research made by Adobe at its Summit in Las Vegas, consumers want a personalized online shopping experience from brands that enables them to move flawlessly from one device to another.

The study revealed 81 per cent of consumers preferred retail sites that suggested products based on their past purchase history, while 85 per cent favored ads that were tailored to their interests.

Adobe Marketing Cloud Device Co-op was also launched at the Adobe summit to help brands target more relevant content to consumers. Scott Denne, research analyst at 451 Research, said: “A granular understanding of customer identity is becoming the defining feature of digital marketing and advertising. Without first knowing the links among devices, marketers will come up short in their attempts to understand their customers and measure the reach and impact of campaigns.”

The Co-op will enable member brands to provide their consumers a better and more consistent content experience as they migrate across devices by establishing links between a group of devices used by unknown consumers or households.

With this new capability, marketers will be able to better understand consumer behaviors across devices. This will result into more accurate website engagement metrics, more personalized content, and more targeted advertising experiences across search, display and social.

Brad Rencher, the executive vice president and general manager of Digital Marketing at Adobe, said: “The Adobe Marketing Cloud Device Co-op will enable brands to intelligently engage with their customers across all the different devices they are using. «By harnessing the power of the Co-op network, members can benefit from a truly open ecosystem and a massive pool of devices enabling them to turn yesterday’s device-based marketing into people-based marketing.”

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