How Hyatt, Nissan, and Sony use Adobe Experience Manager to create personalized content at scale
Increasingly, customers aren’t just buying your brand’s product — they’re buying an entire experience, one that starts with personalized content and seamlessly transitions to an efficient sales process. And they’re willing to pay a premium for those personalized experiences.
In fact, according to a study by Oracle, 86% of customers are willing to pay more for a better customer experience. So much so that by 2020, customer experience is set to overtake price and product as a key brand differentiator.
But providing every customer with the perfect experience at just the right point in their buyer journey means quickly producing and effectively managing a mountain of content, which is why some of the world’s most recognizable brands have turned to Adobe Experience Manager to effectively juggle and optimize all that content.
Content produced in collaboration with Adobe.
What is Adobe Experience Manager?
Adobe Experience Manager acts as a centralized hub for all of your content and digital asset management needs. It includes not only a content management system that enables your team to manage your brand experience across all devices, but also additional services such as automated tools that help quickly source and adapt content for easy delivery of assets. It also offers digital enrollment services that connect forms and communications in order to make the customer journey both efficient and seamless.
Here are a few ways some of the biggest brands around the globe have used Adobe Experience Manager to create and deliver personalized content, effortlessly.
Hotel and resort giant Hyatt wanted to deliver personalized yet consistent brand experiences to customers shopping for travel accommodations across various different channels, devices, and locations, with one centralized hub for managing content assets. They trusted Adobe to help build a centralized tool for storing and managing their over 70k pieces of content.
- Delivering a consistent customer journey across channels and devices.
- Distributing content creation to a wide range of authors while maintaining centralized control.
- Streamlining workflows in order to upload and manage images.
- Creating an agile digital platform to customize user experiences.
By storing its vast amount of content assets in one centralized location, Hyatt was able to better manage and personalize all its content. This centralization enabled thousands of authors around the world to quickly manage and create content, which made for faster website updates and easier access to information for both authors and customers. And because they were able to quickly test content across different web pages, traffic increased as a result of the more accurate personalization.
When Nissan wanted to build a full, 360-degree view of its customer journey, the international car manufacturer called on Adobe. By partnering with Adobe, Nissan was able to glean a better understanding of its customers’ journeys through multichannel content analysis. The result was highly-personalized and engaging content that more effectively guides audiences through the sales funnel — which, in turn, more efficiently converts buyers.
- Improving multichannel understanding and analysis of the buyer’s journey as part of a move towards ecommerce.
- Creating a digital platform to host personalized customer engagement by marketing various aspects of the same vehicle to different customers.
- Developing a greater understanding of how personalized content advances the sales funnel.
By creating a brand-specific tool that helped provide marketers with a full view of the way customers interact with content at every stage in the buyers’ journey, Nissan was able to serve more relevant, personalized messaging that fit not just the buyer persona, but also their place in the sales funnel. As a result of their partnership with Adobe, Nissan saw a 200% boost in conversions, along with increased vehicle sales as a direct result of the brand’s newfound ability to analyze content in a more effective way.
In order to suggest, optimize, and deliver highly personalized content across various different devices and channels, Sony partnered with Adobe to simplify the creation and management of personalized customer experiences. According to Sony’s director of web management for Japan and Asia, Takehiro Akiba, the partnership made it much easier for the company to quickly improve both the quality and the personalization of its web content:
“Using Adobe Experience Manager, we can rapidly move through optimization cycles and improve the quality and efficiency of web content,” Akiba says.
- Providing greater support for its website access from desktop computers, gaming devices, and mobile devices.
- Attracting visitors by delivering more frequent updates to websites and content.
- Simplifying creation and management of website content to bring updates in-house.
- Creating a single future-proof platform for customer experiences.
Using Adobe Experience Manager enabled Sony’s in-house team to quickly and efficiently create highly personalized content that both got users clicking and boosted the brand’s net promoter score. In fact, after partnering with Adobe, Sony saw 15% more clicks and an increase of 9% in its NPS. Additionally, websites were optimized to be five times faster and website production velocity increased a whopping 800%.
For more information on how you can create personalized experiences at scale with Adobe Experience Manager, download Adobe’s white paper, “Winning With Superior Customer Experiences.”
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