Marketing teams often lack sufficient governance and control to effectively manage the digital domains of all brand entities. The control issue can be caused by inefficient and manual maintenance processes for sites that lack an organized component structure. There may also be arduous top-down template update functions or insufficient version control over assets managed by individual domain properties.
Transforming to a Marketer-First System
If this scenario exists for your marketing team, you may need to transform from developer-first practice to a marketer-first system. The approach harnesses your internal capabilities for updating your brand portfolio.
From an external perspective, you may also need to understand what consumers are seeking so you can expand your footprint via relevant occasions, seasons and products. The goal should be to build experiences that match customer needs and appear during the moments when your consumers seek content.
This can be achieved via robust programming and content. It’s also important to collect emails during each engagement, which will drive repeat engagements. And check to make sure your content always contains links to where visitors can buy your products.
Hershey Develops Consumer-First Website
As an example of transforming to a marketer-first system, R2i helped The Hershey Company achieve these objectives and evolve to become the undisputed CMG leader. Leveraging Adobe technologies, we helped Hershey implement a new consumer-first website that enhances user experiences.
We also collaborated with Hershey to create the Hershey Happiness Hub, which consolidates B2B, B2C, and B2B2C operations to perform as a central building block within the entire Hershey digital ecosystem. By transforming separate, siloed, multi-faceted brands into one hub, the Hershey marketing team developed a unified digital network that resulted in unveiling new cross-sell and upsell opportunities across the company’s entire family of products.
Key Capabilities of the Hershey Happiness Hub
• Provides intuitive content authoring, landing page development, and campaign management.
• Delivers user-friendly, mobile-first, consumer-driven navigation.
• Transitions to pull model based on search-optimized content.
• Enhances understanding of consumers
• Matches occasions and content to needs.
• Creates holistic and cohesive experience across the brand ecosystem.
• Enables comprehensive asset management through custom component library.
Omnichannel Dominance in the Food & Beverage Industry
The impact on consumers was clear during the pilot phase of the project: The Hershey Happiness Hub
lowered website visitor bounce rates by 20%, and visitors extended their session times by 18%.
Hershey also established omnichannel dominance—with a dramatic increase from 79 to 102 among competitive rankings in the Food & Beverage industry. From a revenue standpoint, these results are projected to drive $23M in gross annual sales while reducing marketing operations costs by $3.7M.
To find out more about the success of this project, check out the full Hershey Company case study. And for more information on how R2i can open doors to new marketing opportunities for your company and show you the true possibilities of leveraging Adobe technology, contact R2i today.