What does 'journey activation' refer to in the context of Adobe Journey Optimizer?

Journey activation in the context of Adobe Journey Optimizer primarily refers to the process of launching and implementing customer journeys. This involves taking the defined journey strategy and executing it in a way that engages customers across various touchpoints and interactions. The journey activation process is crucial because it directly impacts how effectively customers are reached and how well the designed experiences align with the overall marketing objectives.

In this phase, marketers utilize the journey mapping and planning tools provided by Adobe Journey Optimizer to deploy personalized communication and engage customers in real-time, thereby ensuring a seamless experience throughout their journey. By activating a journey, organizations can create targeted marketing efforts that respond dynamically based on customer behavior and preferences, ultimately leading to improved customer engagement and satisfaction.