Act local – it’s a mantra for multi-nationals the world over. However, it’s often easier to say than do, especially when it comes to digital marketing. Issues of quality, control and ownership often push firms down a ‘vanilla’ route of centrally created content.
For Investec – an international specialist bank and asset manager serving corporate investors and high net worth individuals – the challenge was to move from a single on-line presence in Johannesburg to a 15-region digital marketing platform that would allow the company to take advantage of local opportunities, often at relatively short notice.
Using Adobe CQ, part of Adobe Digital Marketing Suite, Investec now has a global web experience platform that delivers a distinct, local visual and user experience without being limited to generic-looking templates or designs.
What does this mean for Investec? It now has a highly decentralised web experience management platform with powerful content authoring tools and global brand management capabilities. In practice this means its digital marketing team can now react quickly to local opportunities and changing customer trends with relevant regional and customer-specific content.
And the results? Because Adobe CQ takes away the organisational complexity normally associated with multi-region content creation and publishing, Investec has been able to focus on delivering compelling, creative content that drives the business forward. For example, when Investec signed a midnight deal to sponsor Tottenham Hotspur football club in the English Premier League (seasons 2010/2011 and 2011/2012), the firm was able to launch a major microsite the following morning
Online traffic has also doubled since the system went live, along with a vast increase in the volume of both global and locally published content. It has also laid the foundations for multichannel communication, enabling Investec to respond to, and engage with, its customers regardless of time-zone, location or device.
“Our web presence plays a vital role in providing the level of service our clients expect from a world-class firm,” says Diarmaid Crean, Global Online Marketing, Investec. “Having our web infrastructure on Adobe CQ makes it simple for personnel throughout our organization to author and publish content, everywhere we do business, quickly and easily.”
Manny Vaghuela, Adobe’s Solution Consulting Director and Fahim Salim, Investec’s Web Development Manager can be seen discussing Investec’s moving to the Adobe CQ platform (a process described as re-platforming) during a recent webinar.
The discussion also covers the evolution of content management software and how Investec is using Adobe CQ to optimise its content to meet marketing goals and keep up with evolving consumer and technological demands.
The full case study, with more information on the Adobe CQ platform including how it allows Investec to add local, dynamic content can be found here.
Check out our webinar around replatforming web marketing systems in the age of the multi-channel consumer below.