Adobe is announcing Adobe Journey Optimizer to help brands optimize and personalize experiences across the entire customer journey.

Consumers are in control when it comes to how they engage with brands. In the era of instant gratification, consumers expect brands to understand them and anticipate their needs. Think: curbside pick-up options for products when inventory becomes available at a store close to the consumer, text notifications when the latest video game console is back in stock and instructions for contactless check-in at hotels via a push notification that are initiated when a guest pulls into a hotel parking lot. These interactions are not occurring in real-time but on the consumer's time - and in most cases, that means now. To add to the complexity, consumers are also switching between multiple apps, devices, and channels with every interaction, forcing brands to become more agile as well as to rethink and rearchitect their customer journeys.

To truly meet consumer expectations, brands will need to break technology and organizational silos to stitch together data from multiple interactions across different systems to get a clear understanding of the customer and turn actionable insights into personal and contextually relevant experiences. Every interaction should inform and enhance the next one with the intention to serve the consumer as the primary goal instead of forcing the next commercial transaction.

Adobe is announcing a new application, Adobe Journey Optimizer, to help brands optimize and personalize experiences across the entire customer journey, whether it is a brand-initiated engagement like weekly promotional emails or personalized, real-time interactions like delighting customers with contextual information as they engage with the products and services they already bought. Brands can use a single application to put consumers at the heart of the customer journey and go beyond orchestrating individual campaigns to full, intelligent customer journey management.