Julie Clee­land Nicholls, Senior Group Man­ager, Cor­po­rate Com­mu­ni­ca­tions Adobe APAC – @jcnsingapore


Last year, we saw some really inno­v­a­tive exam­ples of how the role of the cus­tomer is chang­ing as it becomes a much more cen­tral focus for dig­i­tal mar­ket­ing cam­paigns. This is hap­pen­ing because of the chang­ing ways cus­tomers choose to inter­act with brands, using devices to con­sume infor­ma­tion any­where, anytime.

Some brands, such as HTC picked up on this change very quickly and sought ways to gather action­able, real-time intel­li­gence about their customer’s behav­iour across mul­ti­ple mar­ket­ing chan­nels. To do this, the com­pany imple­mented a global roll out of Adobe Site­Cat­a­lyst to opti­mise their customer’s experience.

John Stark­weather, Global Direc­tor of Dig­i­tal Mar­ket­ing, HTC, said his company’s pri­or­ity was to build brand value for its inno­v­a­tive prod­ucts. “We oper­ate in an incred­i­bly fast-moving sec­tor,” he explained. “Grow­ing so quickly in such a com­pet­i­tive space, it’s imper­a­tive for us to con­tinue to invest in cre­at­ing bet­ter cus­tomer expe­ri­ences – whether that be across HTC.com, our com­mu­ni­ties on social plat­forms such as Face­book or YouTube, and through appli­ca­tions and services.”

“After sig­nif­i­cant eval­u­a­tion and a suc­cess­ful imple­men­ta­tion in the US mar­ket, we were con­fi­dent that Adobe Site­Cat­a­lyst would give us the insight we need across all of our mar­kets glob­ally, enabling us to remain in a lead­er­ship posi­tion by giv­ing our cus­tomers more rel­e­vant infor­ma­tion and engag­ing expe­ri­ences,” said Mr Starkweather.

Another organ­i­sa­tion quick to pick up on this shift to customer-centric mar­ket­ing was Sam­sung Card Co, Korea’s largest credit card company.

Through the imple­men­ta­tion of Adobe Test&Target, Sam­sung Card Co. was able to deter­mine the most effec­tive con­tent and make changes that increased its card sign-up rate through the web­site by up to 20%. The tests focused on the main page ban­ner design and size, and on the order in which var­i­ous prod­ucts were displayed.

“Sam­sung Card Co. is very sat­is­fied with Adobe Test&Target. It helps us dis­cover how to enhance our web per­for­mance more effec­tively,” said Park, Chang-Min of Sam­sung Card. “The solu­tion is expected to help us increase the pro­duc­tiv­ity of our web chan­nels and to pro­vide an objec­tive eval­u­a­tion tool that will help us decide on the most effec­tive activ­i­ties within the online oper­at­ing process.”