At our annual Adobe Summit it is always a thrill to hear from the luminaries, the celebrities, the innovators and the digital marketing practitioners; but what excites me the most is hearing from our customers and how they are scaling to use Adobe Marketing Cloud to move their businesses forward. The diversity of brands now using Adobe Marketing Cloud and the ways in which our technology is helping them transform customer experiences continues to fascinate me.
Here in Europe, we are seeing some very strong momentum, with a number of iconic brands choosing Adobe Marketing Cloud. From The Telegraph Media Group to the Royal Bank of Scotland (RBS) and Monarch Airlines through to Argos and even Chelsea Football Club, each are working hard to become organizations that have customers at the very heart of their businesses. We’ve also expanded our own infrastructure to continue to support our customers, including data centers and co-location facilities in London, Dublin, Amsterdam, Frankfurt and Paris to store and process European customer data, and we’re continuing to invest in active R&D centers across Romania, Germany, France, Switzerland and the UK, among others.
For me, what Chelsea Football Club is doing with Adobe Marketing Cloud is incredible. With Stamford Bridge as its only “bricks and mortar” shop in the world, it has recognized the direct need to market beyond its own geographical borders. As the first English Premier League to adopt an enterprise-wide digital marketing platform, Chelsea is now able to not just communicate with a potential fan base of 40 million people in the UK—but it can also now market to a potential fan base of 500 million people around the world! This quite literally opens up new revenue streams, new marketing channels, and gets them one step closer to becoming one of the most recognized sports brands in the world.
As Jerry Newman, head of digital and CRM, Chelsea Football Club told us recently: “It’s extremely important that we have a relationship with our audiences beyond the turnstiles so that a fan in Bangkok feels as close to the football club as a fan in Putney.”
Chelsea uses Adobe Analytics to track visitor behavior insights both socially and offline, Adobe Social to create relevant and engaging experiences with its one million Facebook fans, Adobe Target to personalize offers, Adobe Experience Manager to quickly publish content in multiple languages and over multiple channels, and finally Adobe Campaign to automate and execute marketing campaigns across all platforms.
Granted, while football fans may be some of the most committed ‘customers’ in the world, the majority of brands know that they need to continually work to earn trust and likeability—this is something that RBS is well aware of. Through a major digitization project, the 300-year-old bank aims to provide its customers with immediate access to the information they need whenever they want, wherever they are and however they choose to access it. Insights across the customer journey using Adobe Analytics allows ‘personal bankers’ to go back to being truly personal – and the data allows them to connect directly with their local branch customers and offer tailored services.
A large part of my job is meeting and working with customers to help them solve some of the big issues they are facing today, namely the non-stop pace of digital development and the corresponding consumer demands that put enormous and unrelenting pressure on businesses. But with this pressure is also great opportunity—whether that’s connecting with hundreds of millions of potential new fans or delivering a perfect experience for banking customers. And it’s great to see how Adobe—along with our partners—are helping these companies across Europe.
Click here to see Chelsea FC putting Adobe Marketing Cloud to action.
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