The digital marketing team is seeing promising early results. With streamlined journeys that make navigating the website and booking simple for guests, bounce rates on the company’s newer websites are down by more than 30% and site visits are up by over 100%. Conversion rates have also improved by more than 50%.
Lee values the implementation support and digital marketing best practices provided by the Adobe Consulting team. Working closely with Genting Malaysia, Adobe Consulting supported the migration to Experience Manager and helped build experience fragments with a “create once, deliver everywhere” approach. This helps Genting Malaysia increase content velocity through optimised processes and efficiently manage digital assets from a central content repository.
“Collaborating with Adobe Consulting and our Customer Success Manager enabled us to quickly achieve major digital marketing transformations,” Lee says. “The Adobe team is extremely responsive when we have a question or challenge.”
He readily shares credit with his hard-working team at Genting Malaysia, noting key players contributing to strategic success such as Dr. Nicco Tan, Vice President and Khoon Leng, Marketing Manager. “Our inspiration is to continue to be a top integrated resort operator.” Lee says. “Our team is proud to support this goal with more effective, efficient digital marketing.”
The team is also excited to communicate with guests faster and more directly through digital channels, ultimately increasing spend and visit frequency at a variety of Genting Malaysia’s attractions. Communications are tailored with multi-language support in English, Chinese and Bahasa to appeal to as many young people, families, couples, retirees, professionals and others as possible.
“With Adobe Experience Manager, we can deliver the right message at the right time to the right guest segment. At the same time, we are improving searchability and can continually conduct tests to optimise people’s experiences on our sites.”
In addition, by incorporating the booking process and the company’s rewards club as part of its new, unified guest experience, Genting Malaysia dynamically serves offers across its entire product portfolio. “We are just starting to scratch the surface of what’s possible with our new digital marketing efforts,” says Lee. “We want more people to fully enjoy all the incredible experiences we have to offer.”