Of course, not every business has a high-touch field marketing team. Many have customers who come to them through brick-and-mortar, websites, apps, call centres and in-person events. This is where real-time data is even more essential. The more detailed and up-to-the minute your customer profile is, the more you can understand which pages are seeing increased traffic, what apps would be most helpful, what they’re buying and what they’re not. Then you can provide content, products or services that are truly helpful in the midst of a pandemic.
At Adobe, we count on our data-driven operating model to provide granular insights into customer behaviours at each stage of the journey. The coronavirus has highlighted just how important that is. These insights allowed us to immediately identify opportunities and challenges and pivot quickly to develop highly relevant customer-centric experiences.
The same holds true for NASCAR. With people unable to attend live races, NASCAR had to rethink their business model to maintain some kind of continuity. They realised with more people at home and spending time on their computers, pivoting to e-sports was an ideal option. On 22 March, the first-ever eNASCAR Pro Invitational Series race was broadcast on FOX Sports. Millions tuned in, many who weren’t normal patrons of the racetrack. Fortunately, NASCAR had been building a robust digital foundation and was able to identify who these new fans were. “This foundation is going to help us to get smart about these new audiences brought in via e-sports and figure out the best way to engage them moving forward,” says Tim Clark, NASCAR chief digital officer. Both online and on track.