Adobe and digital marketing consultancy Econsultancy recently released the 2022 Asia Pacific Digital Trends Report and uncover three principles for how digital marketing can optimise the customer experience in the post-cookie era. It surveyed 9,455 practitioners in the global marketing field. According to the survey, customers have begun to pay attention to “digital first” in the past 18 months. 77% of companies in the Asia-Pacific region have experienced significant growth in customer acquisition through digital channels, and 76% of companies have observed a new customer journey. In response, corporate marketing activities have also shifted to a digital-oriented, especially in North America and the Asia Pacific.
The primary goal of companies in the Asia-Pacific region is to increase digital customer acquisition through digital marketing, followed by customer retention, and the third is to understand customer behaviour and journeys. Since third-party cookies will be gradually withdrawn, it will be more difficult to acquire digital customers in the future. While the cost of retaining customers is lower than that of acquiring customers, it is predicted that companies will pay more attention to retaining customers through digital channels in the next year.
In order to better understand the customer journey and improve marketing efficiency, senior executives in the Asia-Pacific region prioritise investing in AI and Martech technology stacks. For example, 42% of companies need to improve their insight and analysis capabilities, 38% to improve their ability to build customer journeys, and 35% to improve marketing technology infrastructure.
Adobe recommends three principles for optimising customer experience with digital marketing in the post-pandemic and post-cookie era.
Principle 1: Make strategic positioning and adjustments based on customer experience, and strengthen the agility of the organisation to help the marketing team serve customers at the right time and place. Enterprises should use customer data to form effective marketing insights so that they can better retain customers.
Principle 2: Further unleash the potential of the team with higher flexibility and effective collaboration. When any disruptive customer behaviour or market performance arises, the team can respond faster and be able to serve customer groups with diverse needs and behaviours. Enterprises should also focus on the development of skills and retention of talents.
Principle 3: Consider how to use the data before collecting it. Third-party cookies are about to be withdrawn. Enterprises need to collect first-party data of their own brand or cooperate with other brands to obtain more first-party data. To optimise the personalised experience with richer customer information while giving customers control of their own data, enterprises should allow customers to choose which of their own behavioural data is allowed to be collected.