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Adobe Digital Marketing Suite Success Story Scholastic Renowned children’s publishing, education, and media company uses Adobe® Digital Marketing Suite to help engage six million visitors on average each month and increase conversion in some cases by up to 13% Scholastic www.scholastic.com Industry Publishing/education/media Challenges •Measuring online customer engagement •Providing more relevant content •Increasing conversions, clickthroughs, and sales Solution •Online analytics •Content optimization •Targeted messaging Scholastic is using Adobe Digital Marketing Suite to collect, analyze, and leverage customer data across its web properties to deliver more relevant, engaging content and offers for higher conversions and sales. Results •Converted on e-mail marketing campaign by as much as 13% •Provided tools to marry online and offline customer data to create new engagement opportunities •Helped to uncover new “wish list” opportunities for shopping carts, boosting conversion by 10% •Supported data-driven online marketing and optimization strategies Systems at a glance •Adobe Digital Marketing Suite. Components used include: Adobe SiteCatalyst® Adobe Discover™ Adobe Genesis™ Adobe Consulting Staying ahead of the curve For more than 90 years, Scholastic has been inspiring young people to read and learn. Over the decades, the company that started as a single classroom magazine has grown into a global leader in children’s education and entertainment—including books, magazines, educational technology programs and services, interactive media, television, and film. The company has also created some of the most well-known series of children’s franchises in the world, including Clifford the Big Red Dog®, Goosebumps®, and Harry Potter. Fulfilling its mission to encourage young people to learn requires continuous engagement. To stay ahead of the curve, as traditional publications give way to interactive and multimedia content, the company is moving beyond its traditional sales methods to continue reaching children, parents, and educators around the world. Today, with the help of Adobe Digital Marketing Suite, Scholastic brings quality educational and entertaining children’s products to the digital marketplace, extending its significant reach in schools and libraries, and at retail. “We have a complex mix of online and offline content, commerce, and communities,” says Xuan Huong Luong, director of business intelligence and analytics at Scholastic. “We adopted Adobe Digital Marketing Suite because it gives us a unified perspective of what’s going on in our businesses to better serve our customers.” A data-driven approach As Scholastic’s business evolves, so too do its marketing needs. The company’s operations today include robust online services that complement sales in traditional book stores and in school-based book clubs and book fairs. Scholastic also offers teaching and parenting resources, student activity programs, games, and apps—all online. Each service or product serves a specific target audience and the company wanted to create more relevant and impactful content and offers across all of its properties to drive customer engagement, conversion, and sales. “We have such a robust mix of users coming to our site for different reasons,” says Luong. “We want to be able to measure all their interactions to better understand their unique needs and then deliver content for the best experience possible.” Adobe Digital Marketing Suite solutions give Scholastic marketers a powerful, intuitive, and flexible platform for collecting, analyzing, and acting upon customer data. Specifically, the rich data gives Scholastic managers insights into the products or services that merit further investment or others that need revamping in order to better serve customers. Using the software’s extensive segmenting and analytic capabilities, Scholastic marketers can take a deeper look at the organization’s businesses and identify opportunities for growth. Adobe solutions enable segmentation of real-time data collected across the company’s expansive website. Marketers can generate richly detailed reports about page views, customer clicks, purchases, and other online customer activities that provide valuable insights into the kinds of content most likely to engage customers and result in conversions. Scholastic uses Adobe Digital Marketing Suite solutions to evaluate customer interactions with product feature sites. Based on data, marketers can adapt content, messaging, and images to create a more relevant, engaging, and impactful experience that drives conversion and increases sales. “We adopted Adobe Digital Marketing Suite because it gives us a unified perspective of what’s going on in our businesses to better serve our customers.” Xuan Huong Luong Director of Business Intelligence and Analytics, Scholastic For example, with the popular franchise The 39 Clues®, marketers and the editorial team can get greater insight into which features in the multiplatform program kids enjoy most and incorporate those concepts more robustly in later releases and in online game updates. With Adobe web analytics solutions, marketers can associate relationships between various online events and activities such as site traffic, book sales, or how many users are consuming interactive content, to help steer modifications and feature site changes to drive higher traffic. “We use a new data-driven approach that helps determines the additional content we develop for various programs and how it’s delivered to maximize user engagement and conversion,” says Luong. Targeted marketing With Adobe Digital Marketing Suite solutions Scholastic also identifies segments of prospects with whom marketers maintain a continual communication well after they’ve left the site. “We use Adobe solutions to extract and segment data from visitors who made it to the shopping cart checkout, but did not finalize the purchase,” Luong says. “From there, we can create personalized, targeted e-mail marketing campaigns to reengage customers and drive conversion in one business by as much as 13%.” “Seeing which customers were online and understanding what they expressed interest in at a live event gives context to follow up offers via e-mail campaigns or other means,” Luong says. “Adobe Digital Marketing Suite solutions help us better target customers with relevant content and offers that create another layer within the purchase process and keep them engaged with our brand longer.” Adobe Digital Marketing Suite solutions used by Scholastic Solution name Solution type Adobe SiteCatalyst Provides Scholastic managers with actionable, real-time online user data Adobe Discover Allows Scholastic marketers to analyze and segment any quantity of Web and customer transaction data in real time Adobe Genesis Provides online marketers rich solutions for integrating data from multiple sources into a single user interface Adobe Consulting Offers strategic industry insights and best practices for onsite optimization “Adobe Digital Marketing Suite ties together every aspect of our online marketing strategy to help us reach more people with more relevant and impactful content. We can get a comprehensive view of our entire business from end to end, which helps us be more agile and more responsive to our customers’ needs.” Xuan Huong Luong Director of Business Intelligence and Analytics, Scholastic Proactive marketing strategies In addition to recovering lost sales opportunities, Scholastic uses Adobe solutions to take a more proactive approach to attracting new visitors and converting web visitors into web purchasers. Adobe digital marketing solutions provide greater visibility into Scholastic’s social media reach and engagement. Marketers can actively monitor how frequently visitors to a company Facebook fan page arrive at its product site and then evaluate which products they view. Once customers have reached the site— either by organic search, keyword campaigns, or from social media click-throughs—marketers use segmented data to deliver more relevant content and navigation to drive conversion. Based on customer data, the company has also increased its keyword search database for more accurate search results even when search terms are misspelled. Additionally, Scholastic has revamped its add–to-cart feature to now include a “wish list” option, giving customers a user-driven reengagement and resulting in a 10% lift in conversions. “Adobe Digital Marketing Suite ties together every aspect of our online marketing strategy to help us reach more people with more relevant and impactful content,” Luong says. “We can get a comprehensive view of our entire business from end to end, which helps us be more agile and more responsive to our customers’ needs.” For more information www.adobe.com/marketing Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com Adobe, the Adobe logo, Adobe Discover, Adobe Genesis, and Adobe SiteCatalyst are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. © 2012 Adobe Systems Incorporated. All rights reserved. Printed in the USA. 91055721 1/12