Personal dialogue with global audiences
Companies today use the Internet to take commerce global and reach customers around the world. But as companies reach broader and more diverse audiences, it becomes harder to hold the personal, one-on-one dialogue that turns customers into lifelong, loyal supporters.
Maxim Integrated designs, manufactures and sells highly integrated, semiconductor-based solutions that can be found in a broad range of market areas, including automobiles, communication and networking equipment, consumer electronics, industrial systems and medical devices.
“Our customers are looking to get to market faster and that means that they want to find and order the products that they need from our website as quickly as possible,” says Robert Reneau, Director of Digital Marketing at Maxim Integrated. “To help our customers achieve their goals, we need to understand what each individual customer wants so that we can help them to get there faster.”
One issue was the complexity of the website. Maxim sells 9,000 products, but each product may have up to 15 SKUs associated with it for variations such as package size or electrical parameters. Trying to manage all of these products, across both the website and e-commerce site, could be very complicated. Helping customers get to the information and products that they needed quickly could be even more difficult.
Maxim was primarily using home-grown systems to manage its digital presence, but it wanted a flexible, enterprise digital marketing platform that could not only scale for thousands of products, but help provide a personalised experience for each individual customer. After evaluating several web management solutions, the Maxim team chose the Adobe Experience Manager solution in Adobe Marketing Cloud, part of Adobe Experience Cloud.
With Adobe Experience Manager, Maxim successfully improved creation, management and publication of digital content. Maxim is expanding its Adobe Experience Cloud footprint to drive richer integration, deeper customer insights and a seamless user experience across both the corporate website and e-commerce site. Moreover, Maxim is leveraging targeted experiences to build an internal sales portal on top of the customer-facing website, providing better support for sales teams while dramatically reducing resources needed to manage both.
“Our goal is to engage customers and help them to accomplish their goals faster,” says Reneau. “With Adobe Experience Cloud solutions working together and connecting with our third-party solutions, including SAP Hybris, we’re delivering relevant content that’s improving customer experiences.”