Download Monarch Airlines takes off with smarter marketing strategies.

Adobe Customer Story
Monarch Airlines takes off with smarter
marketing strategies.
Top leisure travel company masters cross-channel marketing
and improves ROI with Adobe Media Optimizer.
“With Adobe Media Optimizer, we’ve
seen an improvement in conversions
and increased revenues due to higher
average order values. Our CPCs also
have dropped significantly.”
Robert Foulkes, online marketing
manager, The Monarch Group
SOLUTION
RESULTS
Adobe Media Optimizer solution
within Adobe Marketing Cloud
MULTICHANNEL
Meshed marketing
initiatives across channels
and measured each
channel’s effectiveness
BOOSTED ROI
Increased conversions and
average order values while
decreasing cost per click (CPC)
EXPANDED REACH
Reached travel searchers
on mobile devices
ACTIONABLE INSIGHTS
Strengthened forecasting
abilities to fuel smarter
marketing strategies
Adobe Customer Story
Monarch Airlines, part of
The Monarch Group
Established in 1967
Employees: 1,984
London, England
www.monarch.co.uk
CHALLENGES
•Orchestrate marketing efforts across
devices
•Measure success across all channels
and make smarter budget allocations
•Improve paid search and overall
marketing ROI
•Forecast accurately to continuously
improve marketing strategies
Boosting marketing effectiveness
Part of The Monarch Group, Monarch Airlines is a leading leisure airline operating from six U.K. bases.
Offering discount flights to 40 holiday destinations, Monarch aims to provide choice, value, and superior
customer care. A highly successful multichannel marketing strategy supported by the Adobe Media
Optimizer solution within Adobe Marketing Cloud underpins the company’s digital marketing efforts.
“With Adobe Media Optimizer, our campaigns—including paid search on mobile—have become more
efficient and targeted,” says Robert Foulkes, online marketing manager for The Monarch Group. “We also
can forecast more accurately to shape increasingly effective strategies.”
A prerequisite: multichannel measurement
Foulkes’ main responsibility is to drive traffic to the Monarch website and help ensure that consumers
ultimately book flights or purchase holidays. Within the markets that Monarch does business, an estimated
60% of travel shoppers own smartphones, and 90% of people booking a holiday will use multiple devices—
from desktops and televisions to game consoles and multiple mobile devices—for research and purchase.
Prior to adopting Adobe Media Optimizer, Foulkes and his team found it challenging to measure success
across each of these marketing channels.
“Traditional cookie methods no longer suffice to track how marketing across channels is performing,”
says Foulkes. “We needed to think outside of the box to see how we should be allocating budgets to
maximize the value of every customer interaction.”
Adobe Customer Story
“With Adobe, we have taken
our paid search strategy to the
next level. Adobe is reliable,
efficient, and knowledgeable
in its technology, as well as in
the industry.”
Robert Foulkes, online marketing
manager, The Monarch Group
SOLUTION AT A GLANCE
•Adobe Marketing Cloud, including
the Adobe Media Optimizer solution.
Capabilities used include:
•Search optimization
The need to gain cross-channel visibility and attribution was intensified by a rising cost per click (CPC), a
major factor because Monarch manages thousands of keyword bids per day. Faced with more competitive
keyword bidding from other travel industry marketers, the company was sometimes exhausting limited paid
search budgets—which were allocated on a campaign versus keyword basis—especially on weekends and
other high-traffic times.
Growing use of mobile and the competitive necessity of targeting mobile users were also affecting marketing
efforts. Foulkes notes that mobile searches in travel are up an estimated 35%, and that Monarch would likely
miss 15% to 20% of customers without catering to mobile audiences.
Advanced technology, trusted expertise
Monarch chose Adobe Media Optimizer, part of Adobe Marketing Cloud. The Adobe solution excelled
based on advanced features, support for granular cross-channel measurement and keyword bidding, and
simulations for more accurate forecasting.
Today, Adobe Media Optimizer is foundational to Monarch’s multichannel approach to reaching audiences.
The Adobe solution has driven improved marketing efficiency and improved forecasting efforts. Using
simulations in Adobe Media Optimizer, Monarch can accurately predict paid search advertising performance
90% to 95% of the time.
A vital factor in improving marketing efforts is the ability to bid on individual keywords, versus groups
of campaign keywords. Foulkes says his team is smarter about budgets. He and his team are also using
Adobe Media Optimizer to automatically deliver personalized ad copy or offers to consumers who
previously searched on specific terms—an additional boost to conversions.
“With Adobe Media Optimizer, we’ve seen an improvement in conversions and increased revenues due
to higher average order values. Our CPCs also have dropped significantly,” says Foulkes. “With Adobe,
we have taken our paid search strategy to the next level. Adobe is reliable, efficient, and knowledgeable
in its technology, as well as in the industry. Adobe Media Optimizer has become one of the main pillars
in our success.”
For more information
www.adobe.com/solutions/media-optimization.html
www.adobe.com/solutions/digital-marketing.html
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