February 11, 2014 00:00
By Asina Porwasin
Malaysia Airlines has teamed up with Adobe to provide the carrier with a platform to align digital marketing and customer engagement across all its platforms and brands.
The airline will do this through the implementation of the Adobe Marketing Cloud and Adobe Creative Cloud.
It has selected five solutions from Adobe Marketing Cloud – Adobe Target, Adobe Social, Adobe Media Optimiser, Adobe Analytics and Adobe Experience Manager – and will roll them out in three phases.
Malaysia Airlines chief executive Dean Dacko said that the digital strategy was a key pillar of the company and it was undertaking a huge digital marketing platform consolidation across the group over the next three years.
Dacko said social media was at the forefront of the airline’s marketing mix and growing customer engagement globally via social media platforms had been a major contributor to its business turnaround.
Malaysia Airlines’ digital strategy in 2014 would focus on building a single view of customers so it could leverage data to build the most personalised, relevant experience for them no matter how they were engaging with the company.
“Data analysis will give the company insights, while Adobe Marketing Cloud gives it that broader and deeper relationship,” he said.
“The heart of our digital strategy is our website, which is a mission-critical business channel, delivering a significant share of the company’s revenue every day.”
The airline aims to increase the total revenue generated through online channels and sharpen the online conversion rate through better personalisation and swifter, more insightful execution.
Dacko said that through digital marketing, marketers were now able to easily measure return on investment and the impact marketing campaigns had throughout the customer journey.
He said that with tangible data gathered through data analytics tools, marketers were now able to showcase performance results and make the case for investment.
“Our marketing department worked closely with the IT, sales, customer experience and product departments, among others, to define needs and evaluate tenders,” he said.
“Our strategy is definitely to focus on the Asian region. We see significant growth coming from within the region with the market booming in China and in key Asean nations.
“We are increasing our flight frequency to the most popular and profitable routes, and being extremely strategic about how we service the growing demand in this region.”
Stephen Hamill, director of Digital Marketing Cloud – Southeast Asia and Hong Kong, said that this was the first managed-services deal in Southeast Asia, reflecting that customers were looking to implement more complex solutions across whole-of-business rather than deploy point products.
He said the critical part of the decision-making process was to obtain consensus from all the business stakeholders.
“We’re looking forward to embarking on this project in partnership with Malaysia Airlines. It is full speed ahead for Malaysia Airlines and Adobe,” he said.