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.”