One of the most common questions we get from our partners is how they can promote their feeds in the Adobe Audience Manager (AAM) Marketplace. This article contains our suggestions for how you can improve your AAM Marketplace discoverability.
Marketplace SEO and discoverability
The AAM Marketplace makes it easy for customers to connect to your feed but it doesn’t offer many marketing opportunities. You’ll still need to do the majority of your marketing outside of the AAM Marketplace through your regular marketing channels (i.e., email, search ads, banner ads, etc.). However, there are some ways that you can help users searching the Marketplace to easily find your feed.
The Marketplace search engine results are based solely on the feed name and the feed description, so take special care when filling out those fields. Make sure that your feed name includes your company name and a concise (two or three word) description of the feed content.
Write the description field with both humans and the search engine in mind. Make sure to include keywords that you would like the search engine to see when indexing your feed. If there isn’t a way to work those keywords into the text of your feed description in a natural way, some partners have found it useful to include a keywords section at the end of their description with a simple list of keywords, e.g.:
Traits from Company Y’s proprietary data set of science-fiction fans. Also includes traits based on Company Y’s patented propensity models. The set combines demographic data including inherent traits, income, geo, comic-con attendance, and confirmed cosplaying with predictive modeling of consumer behavior. The traits are organized across a variety of sci-fi industry categories including cyber punk, post-apocalyptic teen romance, space opera, steam punk, and zombie/western crossover fiction.
Keywords: behavioral, attitudinal, intent, brand, loyalty, propensity, patronus, klingon, battlestar galactica, voight-kampff
Currently the Marketplace search engine doesn’t index the Trait names and descriptions in your feed, so while you should ensure that they are accurate and helpful to prospective buyers, they won’t affect your search results. (Future product enhancements may change this, so again it’s a good idea to write descriptions with good keywords that may in future be picked up by the search engine.)
Leveraging Existing Tools in Marketplace UI
It is also important to regularly log in to your instance of Audience Marketplace to track customers who are exploring your data. During the integration, we likely recommended setting up a standalone Segments & Overlap use case for all of your feeds. The reason for this is so that customers can "test" your data by building segments and running overlap reports, all within the confines of the Audience Manager platform. Luckily, during this testing phase, you can see all of the potential customers who are exploring your data feeds. By navigating to "My Shared Data" and looking at the "Current Subscribers" tab, you can see all customers who are interacting with your data, including the Segments & Overlap use case. You should use this opportunity to engage directly with these customers to help them better understand use cases with your data, and explore larger opportunities. If you do not have contact information for these customers, you can request this by submitting a Support Ticket.
Adobe Audience Finder
The Adobe Audience Finder is a client-facing tool that give clients more information about partner audiences than they can get from the marketplace. When you join the partner Exchange program and add your feed to the marketplace, you will be contacted by an Adobe representative to get the marketing materials to add to the Adobe Audience Finder. Providing high quality material is another great way to promote your feed.
Adobe Exchange Program: marketing benefits for community-level partners
The Exchange program doesn’t offer active marketing assistance to partners at the community level. However, as a community-level partner in the Adobe Exchange Program, you have access to two marketing benefits that can help you to promote your feed:
- You qualify for a listing on the Experience Cloud Exchange site. The site gives your company exposure to people who are looking for Adobe product integrations. To create an application listing that will show in the Adobe Exchange please login to the Partner Portal. Once logged in click on the Application Listing button next to your name. Then click on create listing and follow through the screens. Before you start though, it will be helpful to read through the App Submission Guideline to learn how to submit the most powerful listing. One question we get quite often is about the Featured Image that is included in the Application Listing, this is an image that should stand alone to promote your brand and product. This logo is what shows when you or someone else shares your Exchange listing in social media or messengers, so you want to make sure it represents your brand and product well.
- You receive access to Adobe icons and partner badges that you can use on your website and your promotional materials.
Adobe Exchange Program: business and premier marketing benefits
Active joint marketing is one of the main benefits of joining the paid tiers of the Adobe Exchange Program. With your paid membership, Adobe will help you market your feed via additional channels. This page describes the marketing benefits of the Exchange program for business and premier partners.
If you feel like you might benefit from the services above contact the Adobe Exchange Program to learn more.