Doubling in size
After acquiring Motorola Solutions’ Enterprise business, Zebra sought to transfer all product and support information under the Zebra banner as quickly as possible to provide customers with a consistent experience. After considering the logistics of building a new website for former Motorola customers, Mathews realized that by reusing templates and assets in Experience Manager, teams could scale the existing website for a fraction of the cost and effort.
“In general, every time we had a new campaign or product release, we would work with an agency to build out a separate microsite,” says Mathews. “With Adobe Experience Manager, we can eliminate the cost of a big agency push and easily roll out the information to global websites, providing a better experience for lower cost.”
Creating relevant experiences
With Adobe Experience Manager, Zebra now has the potential to change and update information faster than ever. Using data from Adobe Analytics, marketers and content creators gain understanding into how they can provide even more of the content that customers want.
“We tag everything we can to get a better view into how people interact with the site so we can improve their journeys,” says Sarah Bryowsky, Director of Digital Marketing at Zebra. “Accurate tagging is key to getting information we need. The Activation core service within Adobe Marketing Cloud is a big help when working with so many different web pages, agencies, and translations.”
By analyzing website traffic and downloads, Zebra can determine what content people like. Looking at the data across regions can also give hints into areas of potential growth, such as customers researching products not yet available in a certain region.
“Adobe Analytics simplifies reporting. We can create segments on the fly, customize dashboards, and build reports without exporting data,” says Bryowsky. “We’re already seeing returns from improving our digital experiences. Organic keyword rankings have gone up 300% year-over-year on average, while our global website traffic is up about 13% year-over-year. We’ve also seen the time spent on site rise for high-value pages—a key indicator we’re delivering more valuable content.”
Connecting to the future
Zebra continues to work with ICF to deliver a better website through personalized experiences that give customers the information they need. “We invested in Adobe solutions as the platform that will help us grow and evolve digitally,” says Bryowsky. “ICF is a fantastic partner that enables us to get the most out of our Adobe investment and keep us growing for years to come.”
A global leader respected for innovation and reliability, Zebra offers technologies that give a virtual voice to an organization’s assets, people and transactions, enabling organizations to unlock greater business value. The company’s extensive portfolio of marking and printing technologies, including RFID and real-time location solutions, illuminates mission-critical information to help customers take smarter business actions.
About ICF Olson
ICF Olson is a full-service customer experience agency purpose built to address the new realities facing organizations today. ICF Olson helps brands engage with their connected customers through brand and creative campaigns as well as development and deployment of digital properties. The company also helps brands increase customer retention with relationship and loyalty programs, and promotes advocacy and sharing through social and media channels. ICF Olson creates and delivers holistic solutions where they matter most.