Using social media to reach a global audience across geographies, languages, and cultures sounds like a daunting task, especially when the topic is self-paced English classes. But EF Englishtown is creating social communities around its education courses with the help of Adobe Social in Adobe Marketing Cloud.
“Our new social strategies are built on data collected with Adobe Social and help to ensure we’re not overwhelming audiences with a flood of information,” says Lena Weber-Reed, social media strategist, EF Englishtown. “We now know what is most relevant and attractive to different audiences so we can target our messages and drive traffic to the website.”
Adobe Social lets local marketers customize messaging while adhering to brand standards. In Germany, marketers can target messaging to students who want to learn English for global travel. Meanwhile, marketers in Mexico can engage students who want to learn English for vocational reasons.
“With Adobe Social, we can identify and share local trends with teams across the organization to increase relevancy of individual communications and entire strategies within a geography,” says Weber-Reed. “At the same time, we can find commonalities among markets to build marketing efficiencies.”
Read the entire success story here.