Adobe has released the 2019 Adobe Brand Content Report, revealing Australian shopping habits and the desire for personalised content.
A total of 1,054 surveys were conducted among adults in Australia for the study, which found that Aussies’ purchase decisions are highly impacted by the quality and personalisation of their shopping experience.
The research found that more than half of respondents (58%) believe annoying experiences with brand websites, such as wordy, poorly written, or poorly designed content leads to shopping cart abandonment.
On the contrary, more than one in three (37%) Aussies say personalised content leads to a purchase.
Considering the internet woes across Australia, it should not come as a surprise to know that encountering difficulties in their shopping proved to be a huge detriment — with loading times (58%), content length (58%) and resolution (58%) proving to be the factors most likely to dissuade them.
Adobe also unveiled new innovations in Adobe Experience Manager, part of Adobe Experience Cloud, that automate and simplify the delivery of content for marketers and empower IT to focus on application development.
Adobe APAC head of digital transformation Scott Rigby said: “Personalised and quality content can make or break a shopping experience, which is key for customer experience management.
“Brands lacking engaging, personalised content are putting customer loyalty and purchases at risk.
“At Adobe, our objective is to empower brands to deliver great customer experiences, and these innovations to Adobe experience management enable marketers and IT alike to quickly deliver personalised content to every channel and platform”.
Adobe touts the new experience manager advancements as a boon to empower marketers from companies of all sizes and across industries to manage assets, streamline and speed up content creation, and quickly author multichannel customer communications.
Particularly noteworthy is the smart crop for video function, which automatically identifies and crops the most important parts of a video — optimising them for vertical video on channels like Instagram and Snapchat (for a preview, check out the video here).
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