Select your localized edition:

Close ×

More Ways to Connect

Discover one of our 28 local entrepreneurial communities »

Be the first to know as we launch in new countries and markets around the globe.

Interested in bringing MIT Technology Review to your local market?

MIT Technology ReviewMIT Technology Review - logo

 

Unsupported browser: Your browser does not meet modern web standards. See how it scores »

{ action.text }

Finally, the platform tracks how well all these interactions go. Are customers completing forms or abandoning them? Are they watching videos all the way through? Are they discussing their experiences through social media?

While Adobe’s system may work best for companies aiming massive marketing efforts across a variety of digital platforms, other companies are looking to address the needs of more modest marketing efforts.

For example, Greenrope, a company based in San Diego, aims its product at small and midsize companies that simply want to be able to identify their customers in different communication settings.

“Small businesses have so much to keep track of with just doing their work,” says Lars Helgeson, the company’s CEO. They know that personal responses to comments on Facebook pages can give them a leg up—“By tailoring a response to someone, it makes them feel special,” he says—but in practice, it’s difficult to know that the person commenting on Facebook today bought a product at the store last week. Helgeson says, “We’re trying to create a convergence of information.”

Such systems aren’t perfect, he acknowledges. For example, Greenrope’s technology can search for Twitter handles that obviously match the real names used on LinkedIn and Facebook or in e-mail addresses, but some Twitter handles don’t reveal the user’s name. In that case, it’s up to the company to make the initial connection. Then the system can track all the person’s interactions from that point forward.

Companies are still trying to figure out how best to communicate with consumers. “There’s still a lot of experimentation going on,” Helgeson says. Systems such as Greenrope’s and Adobe’s, however, can help them unify their efforts, collect data about what works and what doesn’t, and ultimately get better at using new media and mobile devices to stay connected to their customers.

0 comments about this story. Start the discussion »

Credit: Adobe

Tagged: Business, Business Impact, The Future of the Office

Reprints and Permissions | Send feedback to the editor

From the Archives

Close

Introducing MIT Technology Review Insider.

Already a Magazine subscriber?

You're automatically an Insider. It's easy to activate or upgrade your account.

Activate Your Account

Become an Insider

It's the new way to subscribe. Get even more of the tech news, research, and discoveries you crave.

Sign Up

Learn More

Find out why MIT Technology Review Insider is for you and explore your options.

Show Me