We had the chance to talk with Thomas Gage, senior direc­tor of Busi­ness Devel­op­ment for Auto​Trader​.com, and he dis­cussed how they are using Adobe Dig­i­tal Mar­ket­ing Suite to deepen insights into mul­ti­chan­nel audi­ence behav­iors, enhance dig­i­tal expe­ri­ences, and expand value for busi­ness part­ners. Auto​Trader​.com appre­ci­ates how Adobe dig­i­tal mar­ket­ing solu­tions empower the com­pany to cus­tomize offers and boost engage­ment. Gage com­mented, “Adobe enables us to con­stantly engage our cus­tomers with new, rel­e­vant con­tent and offers—guiding more peo­ple more often down a con­ver­sion path.” In fact, with the help of sophis­ti­cated test­ing and ana­lyt­ics capa­bil­i­ties, the com­pany increased land­ing page con­ver­sion by 33% through only one test. Auto​Trader​.com also improved con­ver­sion by as much as 8% through cer­tain pric­ing adjustments.

For Auto​Trader​.com, Adobe Dig­i­tal Mar­ket­ing Suite solu­tions enabled the com­pany to trans­form its rela­tion­ship with buy­ers and deal­er­ships from that of an inde­pen­dent ven­dor to a high-value busi­ness part­ner. Gage said, “Pro­vid­ing data-driven insights and audi­ence man­age­ment solu­tions demon­strates the value of doing busi­ness with Auto​Trader​.com and has offered our busi­ness part­ners new sales opportunities.”

The impact Adobe Dig­i­tal Mar­ket­ing Suite solu­tions have already had on AutoTrader.com’s cross-channel mar­ket­ing efforts is impres­sive. Auto​Trader​.com recorded a jump in search traf­fic from 133% to 1,775% for cer­tain mod­els of vehi­cles dur­ing the Super Bowl. With Adobe solu­tions, Auto​Trader​.com not only improved online expe­ri­ences for vis­i­tors, but also cre­ated more sales oppor­tu­ni­ties for its online prop­er­ties, includ­ing its well-known Kelly Blue Book. To learn more Auto​Trader​.com and it use of Adobe Dig­i­tal Mar­ket­ing Suite solu­tions, click here.