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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
May 14-15, 2014 | ICC ExCel, London
Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Reinventing Cross-Channel Marketing with Adobe Campaign and Accor Hotels Stephanie Maziol & Stephane Dehoche | Sr. Product Marketing Manager & VP, Adobe Campaign Marie-Noëlle Mesnier & Yassine Hachem | Relationship Marketing Manager & Head of Relationship Marketing Project Management, Accor Hotels
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 3
Agenda
1 | Redefining Cross-Channel Markting with Adobe Campaign
2 | Building a Cross-Channel Customer Experience with Accor Hotels
3 | Sneak Peek into Adobe Campaign for the Marketing Cloud
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
The Customer Journey is Highly Complex
4
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Online and Offline Activity is Difficult to Stitch Together
5
Web
Mobile
Social
Call center
Branch visit
Page view Product Details
Page view Contact
List
Page view Home Page
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 6
ONLINE DATA
Social
Web
Mobile
OFFLINE DATA
Direct mail
Store
Branch
Call centers
ATM
How well do you really know your customers?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
VISIT OUR STORE NEAR YOU
JOIN OUR EMAIL
LIST
10% OFF YOUR NEXT
ORDER
What is Cross-Channel Marketing?
7 7 7
OPEN THE APP
FOR YOUR DEAL
BUY ONE, GET ONE,
MARC
“I’m looking for new and trendy clothes this season.”
“I’m in the store and need advice on what to buy and where it is.”
“I want to buy him a gift but I don’t know what to get.”
AMBER, SAVE 30%
ONLINE
SAVE 30% ON SHOES
THANK YOU
OFFER
“The product I wanted to buy online is sold out.”
Adobe Campaign delivers personalised experiences across channels.
ITEM SOLD OUT;
CALL US
15% OFF & FREE
SHIPPING
THANK YOU
OFFER
EMMA
MARC
AMBER
JAMIE
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Adobe Campaign Campaign Management technology that helps redefine how brands engage with consumers
8
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Key Ingredients for Delivering a More Personal, Cross-Channel Customer Experience
Integrated Customer Profile
Visual Campaign Orchestration
Cross-channel Execution
Real-time Interaction
Operational Reporting
Targeted Segmentation
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
ACCOR, Building a Cross-Channel Customer Experience
1. Accor, the world’s largest hotel operator
2. The connected customer: always more, always on
3. From a multi-channel to a cross-channel experience
4. Next steps
Agenda
Accor, the world’s largest hotel player in digital distribution
17
280 M UV (Accor sites)
≈ 1.6 Bn € turnover
+14% revenue growth in
2013
The most visited hotel websites
Hotel website
LANGUAGES 15
Visits in 2013 22 M
9 Mobile applications
1 IPAD APPLICATION
9 Mobile sites
Turnover 2013
> 53 M€ +138% vs
2012
Mobile Solutions
Versions
31 16
Accorhotels.com
PHOTOS
70 000 1,100 HOTEL VIDEOS
LANGUAGES
turnover in 2013
≈ 1.6 billion €
HOTELS
+14% vs 2012
3,600
14 websites
13 brands websites
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Our main target: Travellers
Sequential usage Simultaneous usage
Our ambition: make your journey easy!
280 M unique website visitors in 2013
+1.5 M customers on our social networks
22 M visitors on our mobile solutions in 2013
Millions of stays in our hotels in 2013
A customer-oriented strategy Send the right MESSAGE to the right CUSTOMER at the right TIME through the right CHANNEL
Single Channel Multi-Channel Cross-Channel Omni-Channel
The Evolution Towards Omni-Channel Booking
Customers experience a single touchpoint Hotels have a single touchpoint
Customers see multiple touchpoints acting independently Hotels’ channel knowledge and operations exist in technical & functional silos
Customers see multiple touchpoints as a part of the same brand Hotels have a single view of the customer but operate in functional silos
Customers experience a brand, not a channel within a brand
Hotels leverage the single view of the customer in coordinated and strategic ways
The Evolution Towards Omni-Channel Booking
1. Building a 360° Relationship Marketing Strategy: ensuring the reliable collection of prospect and customer data
2. Managing cross-channel campaigns through one tool
3. Personalise customer experience (customer journey, contents, commercial pressure rules…)
4. Real-time communications
5. Ongoing optimisation (reporting, KPI, AB testing…)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 38
Adobe Campaign for Adobe Marketing Cloud
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 39
Adobe Campaign reinvents cross-channel campaign management by bringing the power of relationship
marketing at the fingertips of all marketers – in real time
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 40
Adobe Campaign in the Adobe Marketing Cloud
1. A new version coming late 2014 Digital focus only for v1: email, SMS, Push Designed for the cloud – SaaS Only Touch & mobile first
2. Deeply integrating Adobe Campaign in the Adobe Marketing Cloud
Progressive integration – start with a core set of features and expand rapidly to integrate with all Marketing Cloud solutions Share & orchestrate – cross-solutions concept
3. Designed for marketers Intuitive graphical interface Based on templates Business-oriented reports
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 41
Adobe Marketing Cloud Look & Feel
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 42
Single Interface to Manage Cross-Channel Communications
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 43
Easy Design and Execution of Emails
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 44
360° Marketing View of the Customer
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 45
Demonstration
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 46
Key Takeaways
There is no such thing
as a one-size fits all approach for customer engagement anymore
1
Adobe Campaign helps you graduate from
siloed channel marketing to orchestrated
customer journeys
2 Like Accor Hotels, you can embrace
opportunities for highly relevant engagement
3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Take the Campaign Management Self-Assessment
47
AdobeCampaignPro.com
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 48
Next Adobe Campaign Session: 15:45 – CS Room 8
What’s now and what’s next for Adobe Campaign
Visit the Adobe Campaign booth to discover the Demo Pod
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 49
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Every Session Complete 8 surveys to enter the prize draw
Go HERE, do THIS, and you could WIN!
Download the App
Just hit the survey button
Give us feedback It takes less than a minute
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Win a MeCam Record every minute
Win an iPad Air