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.

  1. 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 

  2. 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 Optimization (CJO), and the RT-CDP then allow companies to use 1P data to personalize the user experience based on near real time segmentation (for example men in Colorado over the age of 40) or even a specific user (for example most recently viewed products). 

    Personalization is the key to making users feel satisfied about the quality and the relevance of their experience thereby resulting in increasing conversions (for example purchases or downloads).

  3. AEM as a Cloud Service (AEMaaCS)

    When your 1P data collection enables great personalization and amazing conversions, that generally results in increased user traffic. So your website must be able to scale up. 

    Most Adobe clients currently deploy AEM in one of the following three ways: (1) on-premise, (2) self-managed cloud, or (3) Adobe Managed Service (AMS cloud).

    A couple of years ago Adobe came out with a fourth option known as Cloud Service (AEMaaCS), which simplifies the client's management of the cloud and provides several performance enhancements and is likely to become the future of AEM. 

    Adobe further sweetens the deal with significant licensing incentives for clients to migrate to AEMaaCS. Even clients who haven't made the move to AEMaaCS would do well to evaluate it. 
So, to summarize: in my opinion, the pillars of digital marketing for 2023 are (1) 1P data, (2 ) the personalization that 1P data enables, and finally (3) the scalability that AEMaaCS provides. 

I hope you found this useful. Feel free to reach out to me with any further questions.

This piece has also been syndicated on the One North website.

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