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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 Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com Adobe and the Adobe logo 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. © 2014 Adobe Systems Incorporated. All rights reserved. 910971908/14