Customer Engagement Marketing | Lori DeFurio, Group Manager, Retention & Customer Engagement, Document Cloud, Adobe
In this interview, Jessica Ly in conversation with Jessica Ly, Lori DeFurio, Group Manager, Retention & Customer EngaIn this interview, Jessica Ly in conversation with Jessica Ly, Lori DeFurio, Group Manager, Retention & Customer Engagement, Document Cloud, Adobe, explore the customer engagement strategies and it’s future at Adobe.
- Marketing vs. engagement –
Marketing is primarily about acquiring new customers. Engagement, however, is about retaining those who are already customers. It is used mainly as a strategy to retain customers even though they have the same KPIs as marketing.
- In-Product Messaging –
In-Product Messaging, or IMP, can be a powerful tool in increasing engagement in comparison to an email. It can lead to sustainable triple-digit increases in attendance to engagement oriented events, thus leading to higher quality and quantity of customer feedback.
- Future of customer engagement –
Technology is fuelling a massive shift in customer expectations. The customer of the future will be better informed, more empowered and will have significantly higher expectations. Customers will exercise unparalleled power in choosing brands and products that serve them best. In the world of competitive, fast-moving, commoditized businesses and a wealth of options, customer experience will become the differentiator.
Adobe is the global leader in digital media and digital marketing solutions. Our creative, marketing and document solutions empower everyone – from emerging artists to global brands – to bring digital creations to life and deliver immersive, compelling experiences to the right person at the right moment for the best results. In short, Adobe is everywhere, and we’re changing the world through digital experiences.
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