May 14-15, 2014 | ICC ExCel, Londonmax-2013-assets.s3.amazonaws.com/emea-assets/pdfs... · May 14-15, 2014 | ICC ExCel, London ... Reinventing Cross-Channel Marketing with Adobe Campaign

© 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


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


The Customer Journey is Highly Complex

4


Online and Offline Activity is Difficult to Stitch Together

5

? Email

Web

Mobile

Social

Call center

Branch visit

Page view Product Details

Page view Contact

List

Page view Home Page


ONLINE DATA

E-mail

Social

Web

Mobile

OFFLINE DATA

Direct mail

Store

Branch

Call centers

ATM

How well do you really know your customers?


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


Adobe Campaign Campaign Management technology that helps redefine how brands engage with consumers

8


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


ACCOR, Building a Cross-Channel Customer Experience

ACCOR, BUILDING A CROSS-CHANNEL CUSTOMER EXPERIENCE

May 2014

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 OPERATOR

Accor in worldwide figures…

14 million members

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

http://www.accorhotels.com/

http://www.accorhotels.com/

THE CONNECTED CUSTOMER: ALWAYS MORE, ALWAYS ON


Our main target: Travellers

Sequential usage Simultaneous usage

Source : Google Inc.

PCs are most often a starting point for more complex activities


Smartphones are the most common starting place for online activities


Tablets are most often a starting place for shopping and trip planning

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

FROM MULTI-CHANNEL TO CROSS- CHANNEL EXPERIENCE

A customer-oriented strategy Send the right MESSAGE to the right CUSTOMER at the right TIME through the right CHANNEL

Cross-channel is already live at Accor !

Cross-channel is already live at Accor !

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

NEXT STEPS

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…)


Adobe Campaign for Adobe Marketing Cloud


Adobe Campaign reinvents cross-channel campaign management by bringing the power of relationship

marketing at the fingertips of all marketers – in real time


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


Adobe Marketing Cloud Look & Feel


Single Interface to Manage Cross-Channel Communications


Easy Design and Execution of Emails


360° Marketing View of the Customer


Demonstration


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


Take the Campaign Management Self-Assessment

47

AdobeCampaignPro.com


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


Questions and Answers


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

Eight to win

Win a MeCam Record every minute

Win an iPad Air


May 14-15, 2014 | ICC ExCel, London

Learn more at summit.adobe.com/emea #AdobeSummit

May 14-15, 2014 | ICC ExCel, Londonmax-2013-assets.s3.amazonaws.com/emea-assets/pdfs... · May 14-15, 2014 | ICC ExCel, London ... Reinventing Cross-Channel Marketing with Adobe Campaign

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