Adobe Symposium

Content & Experience

Session 1 of 2

Any viable business strategy today requires the ability to design, anticipate and deliver seamless experiences by rapidly adapting content to the customer context across web, mobile and in-venue touch points. Join experts from Adobe, agencies/system integrators and leading brands for inspiring discussions and best practices on how your organisation can manage content in a way that enables greater content velocity and customer engagement.
 
Breaking through the noise with Personalization at Scale and Dynamic Creative
Alan Tsui, Asia Miles

Asia Miles is a notable brand in the area of data driven marketing and using personalization to deliver relevant experiences and better performance.In this session they share how they are able to leverage 1st and 2nd party data and cross-devise identity graph to help brands deliver dynamic creative across the marketing funnel, from recruitment to re-targeting.

Learn About how Asia Miles delivers value:
  • Scaling personalization and Dynamic Creative
  • Rules-based segmentation and new propensity models for new acquisition
  • A live demo of the process with the help of Adobe Experience Cloud

 

How the Ready to Travel programme created empowering experiences (instead of generic sales messages)
Saul Lopes, Virgin Holidays / Ted Bray, Merkle

Virgin Holidays is one of the UK’s favourite worldwide holiday companies. To win in an industry disrupted by new competitors and technologies they must offer the best experience for every customer. Virgin Holidays UK transformed the customer experience, to make it seamless, personalized and contextual and empowers customers to do more and "to seize the holiday". In a fundamental rethinking of their strategy, their "Ready to Travel" programme overhauled their content to be customer-focused with no sales messages! This resulted in their best results ever, increasing awareness, calls, traffic and margin.

Learn about how they used a culture of trust to transform and speed up their communications and how their four core strategies across the customer journey-Converted their communications from transactions to inspiring conversations: 
  • Achieved a 90% engagement rate with omnichannel messages
  • How they focused on both engagement, to drive upsell or brand awareness, and Service, by providing essential travel information 
  • Changed a disjointed experience into one that provided ease and clarity