Three Pillars of Digital Marketing Strategy for 2023
As we head into 2023, there are three key pillars that ought to be part of every client's digital marketing strategy, described here in the context of the Adobe stack. In other words, these are the most likely three initiatives Adobe clients are likely to be embarking on 2023. First-Party (1P) Data As browsers and devices begin to restrict third-party data, companies need to ramp up their 1P data collection. This is accomplished by incentivizing users to provide their data (for example their email address ) by registering on a website or to download a PDF, etc. Adobe's Real-Time Customer Data Platform (RT-CDP), which is part of the Adobe Experience Platform (AEP) is a key component of Adobe's martech stack for enabling efficient 1P data collection Personalization 1P data enables companies to attach web analytics data (captured via Adobe Analytics or a similar product) to the user. And products like Adobe Target, Customer Journey Analytics (CJA), Customer Journey Optimiz