Iconic performing arts venue signs up to rollout multiple pieces of Adobe's marketing technology stack to drive more innovative customer engagement experiences
Sydney Opera House has struck a two-year partnership with Adobe to roll out the vendor’s complete Marketing Cloud stack as part of its digital transformation plans.
The events venue, which already uses Adobe’s Creative Cloud solutions, will now implement the Adobe Marketing Cloud in an attempt to better engage with audiences and visitors across Web, email, mobile apps and social channels. The agreement will also see the Opera House host activations and events by Adobe aimed at showcasing digital’s impact on creativity, technology and the performing arts.
Sydney Opera House has more than 8.2 million visitors annually, some of which attend events within the venue, and many who only experience the site virtually or from the outside. In a statement, the venue said adopting a marketing technology solution will help to create and deliver more timely, seamless and inspiring experiences.
“Innovation is part of the Sydney Opera House’s DNA,” said its CEO, Louise Herron AM. “This partnership is about much more than simply implementing a new marketing solution ; it represents a true collaboration to realise the full potential of Adobe’s technology across the Opera House and our digital visitor experience.”
Herron also noted the site’s founding act from 1973 charges the venue with innovation.
“Renewal is about taking the same approach to ensure this World Heritage Listed masterpiece of human creativity continues to evolve for future generations – from the building and the art performed on its stages to the experience we offer visitors,” she said.
Specifically, Sydney Opera House will initially be rolling out Adobe Experience Manager for sites, forms and assets, along with Social, Analytics, Campaign, Target and Audience Manager platforms. A spokesperson confirmed work is already underway to deploy the tech stack and is expected to take about 12 months, followed by ongoing optimisation.
The project is being led by head of digital transformation, Chris Daniels, as part of the Opera House’s new engagement and development portfolio. Daniels is also collaborating cross-functionally with a number of teams, as well as with Opera House CTO, Nic Boling, and the venue’s newly created visitor experiences portfolio.
Adobe Asia-Pacific president, Paul Robson, pointed to the synergies between the vendor’s heritage in creative solutions, and the Opera House’s creative focus.
“Creating an exceptional customer experience across all touchpoints is everything and the Adobe platform will help the Sydney Opera House to engage with audiences and visitors on a level that ahs never before been possible,” he said.
Adobe Marketing Cloud is a combination of eight key products: Analytics, Audience Manager, Campaign, Experience Manager, Media Optimizer, Primetime, Social and Target.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 11 of this new podcast series, BrandHook MD, Pip Stocks, talks with Australia Post chief innovation officer and former CMO, Greg Sutherland, about how brand reputation today is built on what customers say, why that’s reflective of experience, and what AusPost is doing to tackle that.
Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...
Srialto
The rise of online retail marketplaces and what they mean for brands
Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants
Fab Capodicasa
What it's taking for Edible Blooms to grow a stronger personalisation strategy
Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...
Jason Smith
Australia Post earmarks $20m for Australian ecommerce innovation investment
For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...
Janice Morgan
7 ways to run your marketing department like a software startup
Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...
GreatDayTo
Why Aussie Home Loans is embracing digital transformation