12/03/2018
With Adobe Experience Cloud platform solutions, the cost of audience acquisition was halved
Make, model, year, options, price range… There are countless possibilities and configurations to consider, but the journey of buying a car online can be simple and pleasant. In the last two years, Webmotors, the main classifieds brand in the automotive segment, has invested in advanced Digital Marketing solutions and, in partnership with Adobe, has created a high-level performance table. As a result, he began to deeply understand the behavior of his audience and saw everything change perspective: he outlined much more assertive plans, sharply reducing audience acquisition costs and greatly accelerating the delivery of leads to his advertisers.
It all started with one goal in mind: to deliver even more amazing consumer experiences. Webmotors revisited its business model and invested heavily in marketing intelligence based on technological solutions. The first change took place at the end of 2015, with the adoption of Adobe Analytics (which collects, organizes, analyzes and reports user data on a company's website and apps), quickly followed by the implementation of Adobe Media Optimizer - AMO (a solution that allows the purchase of media in an automated and intelligent way, with 24/7 campaign management). The combination of both technologies – with native Adobe integration – changed the way of planning media investments and allowed for much faster and more accurate decision-making, as stated by Rafael Constantinou, Head of Marketing at Webmotors.
“Adobe Analytics has given us greater consistency and clarity for analyzing traffic data on our website and other touchpoints, with a total view on a single platform. On the other hand, AMO, powered natively by Analytics, offered us greater power to optimize campaigns”, informs Constantinou. “With more than half of our investment based on paid search, we felt the need for a solution that would automate the process, scale and optimize at a granularity that could never be done manually, thus allowing the media team to act much more strategically. , in addition to the payback of this type of investment coming from the assertiveness in reaching the audience. What's more, at this point, our audience acquisition cost dropped by half,” he adds.
Increase in lead conversion
With more efficient communication and towards increasing the conversion of leads into sales, Webmotors then chose to increase power by customizing the pages according to the profile of each customer. Adobe Audience Manager (Adobe DMP for clustering audiences and in-depth studies that may include third-party data) and Adobe Target (for personalizing and optimizing websites, with real-time A/B testing) added fuel and opened new ways.
“In the age of online consumption, one of the biggest frustrations is receiving advertisements or accessing websites with offers that are not for you. In our case, if the user's intention is an SUV in a certain price range, there is no point in offering much more expensive sports cars. Technology helps to combat this type of negative experience – which does not match consumer demand levels –, making marketing smarter”, says Constantinou.
“Adobe Audience Manager allows us to break down the data, at a very different level of granularity that, when combined with Adobe Target, delivers a customized Webmotors for each buyer. This intelligence machine led us to an increase of 35% in the volume of proposals and calls for advertised cars”, completes the Head of Marketing.
With the super well structured performance table together with the Adobe Experience Cloud, Webmotors today delivers more relevant and attractive experiences to its customers. Based on the strengthening of the data-driven culture (both proprietary and third-party), the content of the website and the campaigns gained levels of personalization that consider the most diverse information: region, behavior, age group and device used, among others.
“With the Adobe stack, we changed the level of delivery and level of excellence in Marketing intelligence. We were able to understand our audience much better with Analytics and DMP; we started to buy media in a much more assertive and efficient way with AMO; and now we deliver personalized experiences with the insertion of Adobe Target”, summarizes Fernando Miranda, CEO of Webmotors.
It all started with one goal in mind: to deliver even more amazing consumer experiences. Webmotors revisited its business model and invested heavily in marketing intelligence based on technological solutions. The first change took place at the end of 2015, with the adoption of Adobe Analytics (which collects, organizes, analyzes and reports user data on a company's website and apps), quickly followed by the implementation of Adobe Media Optimizer - AMO (a solution that allows the purchase of media in an automated and intelligent way, with 24/7 campaign management). The combination of both technologies – with native Adobe integration – changed the way of planning media investments and allowed for much faster and more accurate decision-making, as stated by Rafael Constantinou, Head of Marketing at Webmotors.
“Adobe Analytics has given us greater consistency and clarity for analyzing traffic data on our website and other touchpoints, with a total view on a single platform. On the other hand, AMO, powered natively by Analytics, offered us greater power to optimize campaigns”, informs Constantinou. “With more than half of our investment based on paid search, we felt the need for a solution that would automate the process, scale and optimize at a granularity that could never be done manually, thus allowing the media team to act much more strategically. , in addition to the payback of this type of investment coming from the assertiveness in reaching the audience. What's more, at this point, our audience acquisition cost dropped by half,” he adds.
Increase in lead conversion
With more efficient communication and towards increasing the conversion of leads into sales, Webmotors then chose to increase power by customizing the pages according to the profile of each customer. Adobe Audience Manager (Adobe DMP for clustering audiences and in-depth studies that may include third-party data) and Adobe Target (for personalizing and optimizing websites, with real-time A/B testing) added fuel and opened new ways.
“In the age of online consumption, one of the biggest frustrations is receiving advertisements or accessing websites with offers that are not for you. In our case, if the user's intention is an SUV in a certain price range, there is no point in offering much more expensive sports cars. Technology helps to combat this type of negative experience – which does not match consumer demand levels –, making marketing smarter”, says Constantinou.
“Adobe Audience Manager allows us to break down the data, at a very different level of granularity that, when combined with Adobe Target, delivers a customized Webmotors for each buyer. This intelligence machine led us to an increase of 35% in the volume of proposals and calls for advertised cars”, completes the Head of Marketing.
With the super well structured performance table together with the Adobe Experience Cloud, Webmotors today delivers more relevant and attractive experiences to its customers. Based on the strengthening of the data-driven culture (both proprietary and third-party), the content of the website and the campaigns gained levels of personalization that consider the most diverse information: region, behavior, age group and device used, among others.
“With the Adobe stack, we changed the level of delivery and level of excellence in Marketing intelligence. We were able to understand our audience much better with Analytics and DMP; we started to buy media in a much more assertive and efficient way with AMO; and now we deliver personalized experiences with the insertion of Adobe Target”, summarizes Fernando Miranda, CEO of Webmotors.
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