Moving the needle.
Adopting a data-driven, programmatic approach to marketing has surpassed Adobe’s expectations for delivering on visibility, customer experience, and over 70 KPIs. In near real time, Adobe can view which channels are driving desired results and advertising teams can adjust spend within minutes based on results, as well as make hourly or daily optimizations.
In addition to leveraging analytics within Adobe Experience Cloud, Adobe worked with a close agency partner, WaveMaker, to provide added oversight for its Experience Business campaign, and enhance account-based marketing strategies. A strong collaboration between WaveMaker and the Advertising Cloud media strategy team helped Adobe develop innovative strategies to take advantage of new social channels, including LinkedIn, and identified key drivers behind success, such as pairing video and display advertising.
“Adobe has a clear vision of what it wants to achieve through programmatic advertising,” says Alison Finley, Senior Partner and Senior Director at WaveMaker. “We’re enhancing what Adobe is doing with Adobe Advertising Cloud by diving deeper into data, leveraging our expertise from working on other programmatic campaigns, and offering refinements—such as improvements to buying strategies—that build on the company’s success.”
Over the course of the Experience Business campaign, the partners have helped boost awareness and engaged customer visit rates by 1.5X, compared to the previous two quarters. This success is attributed to an increase in reach using multiple channels—30% higher than what was previously possible—as well as more successfully targeting key audiences. Additionally, Adobe can take better advantage of digital out-of-home channels—such as digital billboards, bus station signage, electronic elevator signs, and similar—to be everywhere customers are and expand its reach.
“The best feedback we got from our Experience Business campaign was from our customers, letting us know that they found us on some unlikely websites,” says Weeks. “They typically followed with the question, ‘What made you think to connect with me there?’ Our response was simple—’Because you were there.’ Adobe Advertising Cloud enabled us to make that vision a reality.”
Adobe has also seen a 13% increase in unaided awareness and has increased customer association between Adobe and the “Make Experience Your Business” tagline from 16% to 27%. Adobe is also seeing an overall improvement in perception across customer segments by up to 6% on customer surveys.
“Our mission is to put customers at the heart of everything we do,” says Weeks. “Programmatic, data-driven advertising is helping us reinforce that message and connect with customers how they want and where they are.”
From Adobe’s perspective, the more automated approach is also enabling advertising and marketing teams to spend more time on strategy and creative, instead of daily management of media accounts and administrative tasks. Further integrating customer and website data from Adobe Analytics Cloud will enable Adobe to leverage even more audience and behavioral data to better target campaign content.