Rich and social media-based features named most effective and most planned tactics in Adobe Scene7 survey

Rich and social media-based features named most effective and most planned tactics in Adobe Scene7 survey

Adobe has just published the results of its annual Adobe Scene7 global survey detailing what companies report are the highly effective and most planned customer experience tactics across rich media/merchandising, social, mobile and personalisation.

For 2010, the top most effective areas, rich media/merchandising and social aspects, were also the top most deployed areas, among 546 responses from brand-name retailers as well as agencies, high-tech companies, media and other enterprises worldwide that sell variety of products and services online.

Mobile and customisation in plan for many

Mobile and personalisation continue to be the least deployed tactics (less than 10% by all respondents), yet have the highest planned growth rates. This year’s results reveal that while companies are initiating new personalisation tactics, they are continuing to expand their use of rich media and social-media.

“Consumers want more than traditional one-size fits all experiences; they want to be heard and understood online, which means web marketers must commit to more interactive and personalised experiences,” said Doug Mack, vice president and general manager of rich media solutions for Adobe. “This year’s survey results validate businesses’ commitments to this trend as 75% of all respondents cited that they will be conducting customer experience projects within the coming year.”

Overall, the top features rated as most effective include: product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36%), visual filtering and advanced search on product features including size, colour, and price (33%), user comments and reviews (32%), search landing pages (32%), product comparisons (28%), and zoom (28%).