Creating Greater Digital Customer Engagement with Adobe AEM 6.5

Adobe has found that companies that implement strong omnichannel customer engagement strategies experience a 10% year-on-year growth, a 10% increase in average order value, and a 25% increase in close rates. Adobe Experience Manager (AEM) is designed to help marketers deliver an engaging digital experience using the latest technologies. Working with an experienced AEM partner can help you optimize the platform’s key features to improve digital customer engagement while increasing your cost-efficiency.

What Is Digital Customer Engagement?

Customer engagement refers to the process of strengthening your relationship with customers by interacting with them through various touchpoints, such as social media, email, websites, and in-store kiosks or digital displays. It often begins with the first “encounter” and extends beyond the purchase to cultivate brand loyalty and advocacy. Digital channels now play a prominent role in customer engagement. Optimizing the various components that customers encounter in their buying journey can drive engagement and accelerate prospects down the sales funnel.

How to Implement Customer Engagement Strategies with AEM 6.5

AEM 6.5 offers the robust features that you need to meet consumer expectations and deliver a best-in-class user experience to effectively drive digital customer engagement. Here are the latest strategies and how you can implement them effectively using AEM 6.5. Data-Driven Personalized Marketing Consumers expect relevant content and offers from brands based on their profiles, preferences, browsing behaviors, purchasing history, and real-time interactions with the company. In fact, 90% of leading marketers indicate that personalization contributes significantly to business profitability. AEM 6.5, which integrates with Adobe Analytics and Adobe Target, allows you to extract actionable insights from a large amount of customer data collected via various touchpoints and deliver targeted content that’s highly relevant to each customer across all channels. Omnichannel Marketing Customers expect to interact with your brand seamlessly across all channels (e.g., website, social media, email, live chat, messaging apps, in-store kiosks, etc.) Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates, compared to businesses that don’t. AEM 6.5’s connected DAM (Digital Asset Management) platform allows marketing teams to easily deploy the same assets across different platforms and at all customer touchpoints to deliver a consistent experience that can improve brand awareness, build trust, and increase engagement. Visual Content The use of visual content (e.g., photos, videos, infographics, etc.) has been proven to increase audience engagement. Videos can generate 1,200% more shares than text-based content, and visitors spend 88% more time on a website that contains videos. However, managing an extensive collection of visual content can be time-consuming and labor-intensive. For example, you need to make sure that the assets are resized and displayed properly on different platforms and devices. With AEM 6.5’s Adobe Stock integration, marketing teams can find the right visual assets and leverage Smart Crop to deploy them on multiple channels efficiently. Mobile-First Experience Eighty percent of consumers use mobile devices to search the internet, and 40% of online transactions are conducted on mobile. As more consumers are using smartphones and tablets brands must deliver an engaging and seamless mobile experience. Using Smart Crop, video and images can be automatically resized to display correctly on all devices. The form management feature can turn PDF and legacy forms into adaptive, responsive forms. These are not only mobile friendly, but you can also use mobile-specific features, such as location services and autofill, to reduce friction and encourage user engagement. Seamless eCommerce Experience It’s no question that eCommerce is growing exponentially: 80% of internet users in the US have made at least one purchase online, and eCommerce is expected to account for 95% of all purchases by 2040. To stay competitive and increase conversion rates, your eCommerce experience needs to be consistent with the rest of your marketing materials. AEM 6.5’s integration with Magento helps streamline workflows so you can deliver a consistent and engaging brand experience throughout the entire customer journey, including your eCommerce website. This can help you progress prospects down the sales funnel effectively and increase conversion rates. Multiple Authors Companies can have multiple content management authors to manage unique content needs for their brand without having to rely on IT teams and a traditional deployment process. In terms of customer engagement, AEM allows non-technical content authors to provide engaging, unique brand content to their customers.

Optimize AEM 6.5 for Customer Engagement

The latest AEM version has many features that will help you create an engaging customer experience that will build awareness, increase brand affinity, nurture customer relationships, and increase conversion rates. Due to the complex nature of the software and fast-evolving customer engagement best practices, setting up AEM requires expert knowledge in both marketing and development. To get the most of your investment, work with an experienced AEM partner to ensure that all the functionalities and integrations are configured to meet your marketing objectives. Contact us today at Atypical Digital to find out how to secure your brand’s place at the top through the better customer experiences that AEM will help you deliver.


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