Traction Digital helps hotel chain manage complex email campaigns using Adobe Campaign.
• Reach global customers through email campaigns
• Integrate campaign and booking systems to create a single location for customer information
• Manage campaigns in-house with small marketing teams
Solution at a glance
• Adobe Marketing Cloud, including the Adobe Campaign solution. Capabilities used include:
• Campaign management
Reaching global visitors
Renowned for providing world-class Asian hospitality, Meritus Hotels & Resorts is an iconic hotel management company that founded its roots from its flagship hotel, Mandarin Orchard Singapore, in the 1960s. The award-winning hospitality brand’s current portfolio includes three hotels located in gateway cities and idyllic destinations in Singapore and Malaysia, and will soon extend its footprint to more destinations around the globe.
With customers coming from across Asia and even the world, Meritus wanted to expand its reach through email marketing campaigns in multiple countries and multiple languages. Although the company was determined to handle marketing in house for greater agility, the scope of the planned campaigns was beyond anything that Meritus had done before. What Meritus needed was a partner that could not only provide complex systems integration and implementation but also support marketers. Meritus turned to Traction Digital, an Adobe Campaign Specialized Partner.
Traction Digital specializes in one-to-one marketing campaigns that engage consumers. The firm coordinated all aspects of the implementation and optimized the platform to operate so efficiently that the Meritus marketing team could manage all campaigns independently. Key to Traction Digital’s success is its partnership with Adobe to leverage the Adobe Campaign solution within Adobe Marketing Cloud.
Delivering high-performing campaigns
Working with Traction Digital, Meritus integrated Adobe Campaign with its Opera booking system to create a single, central location to manage all customer data. Working with data in one location allows Meritus to build a more complete view of each customer’s interactions with Meritus properties, such as noting preferences of customers who have stayed at more than one property.
At the same time, segmentation rules allow marketers to use a single interface to easily view data for each individual hotel and create, send, and manage email campaigns that drive greater bookings. Using the responsive html templates designed by Traction Digital, marketers can reach customers with messages that are viewable across desktop, tablet, and mobile devices- an essential detail with growing mobile usage in Asia.
Ongoing training and support
Meritus plans to expand the number of Adobe Campaign users to have a small marketing team based at each hotel to provide faster market response and more accurate information about each hotel’s features and deals. As qualified experts, the Adobe Campaign specialist team at Traction Digital continues to provide ongoing training and support. Since data and campaigns can be completely managed through Adobe Campaign, marketers required less training before they can work on their own.
Traction Digital and Adobe
Traction Digital is an Adobe Campaign Specialized Partner that enables one-to-one consumer acquisition and engagement by streamlining the execution of cross-channel campaigns, including lifecycle email and trade promotions. With strategic campaign management services and a highly integrated CRM platform leveraging existing marketing assets, Traction Digital makes data meaningful so brands stay relevant and engaging to their most important customers everywhere and on every device.
As an Adobe Campaign Specialized Partner, Traction Digital has been validated by Adobe to have the certified personnel and customer references required to deliver world-class implementations and the highest return on investment for Adobe Marketing Cloud customers.