Intelligent, targeted marketing
Through Adobe Campaign, RCS MediaGroup is pulling together information about millions of users from a wide range of sources to build detailed customer profiles. Robust APIs and built-in integrations allow Adobe Campaign to pull information from RCS MediaGroup’s Salesforce CRM solution, e-commerce solutions, customer databases and even website behaviour.
Adobe and integration partner Accenture worked with RCS MediaGroup to develop simple workflows that help marketers segment audiences into groups and build targeted campaigns in less time. By collecting and gaining insight into customers’ needs and preferences from across channels and brands, RCS MediaGroup can deliver more personalised, cross-channels campaigns based on the customer data. One of the 60 million customers involved with the company’s sports brands, for example, might be more open to a newspaper subscription that comes with a promotional offer for a three-month trial of a cable sports network.
Adobe Campaign also helps RCS MediaGroup determine the best channel and timing for how to approach customers and receive the best engagement for loyalty and acquisition campaigns.
“With all of our customer information in one place with Adobe Campaign, we can better identify marketing opportunities across channels and monetise that data through our digital advertising,” says Crisà.
Adobe Analytics helps break down marketing campaigns so marketers can identify trends and interact with customers in real time. This allows RCS MediaGroup to target even anonymous website users with relevant offers based on their browsing behaviours. When Adobe Target is fully implemented, marketers will be able to automate targeting and drive even deeper levels of personalisation for engaging customer journeys.
While RCS MediaGroup primarily uses Adobe Campaign to provide more personalised customer journeys, marketers are also starting to use Campaign for end-to-end marketing support for B2B customers. Rich visuals created with Adobe Creative Cloud help draw in customers and boost clickthroughs.