General Motors selects Adobe to help deliver EV marketing experience

by Jacob Solomon Mar 24, 2023 News
General Motors selects Adobe to help deliver EV marketing experience

The Adobe Experience Cloud enterprise applications will connect customer insights across organizational touchpoints and deliver highly personalized marketing at scale.

The ability to personalize each customer interaction will be critical to educating consumers on EV benefits, then guiding them through buying and post- purchase journeys.

In real time, GM will use Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer and Customer Journey Analytics as integrated tools to unify customer insights.

"We are at the beginning of an EV movement that will fundamentally change how we move around, delivering a zero-emissions future with a driving experience that is transformed with compelling digital services," said the director of performance driven marketing. Adobe Experience Cloud will allow us to connect with customers in a relevant and highly personalized fashion as we move from educating consumers to showcasing next generation personalization capabilities.

A unified view of our customers will take our marketing efforts to the next level. EV buyers can look forward to helpful content that guides them immediately after they've purchased a vehicle, such as with alert and directions when their EV need to be charged.

Stephen Frieder, chief revenue officer, enterprise at Adobe, said that General GM has years of experience with Adobe Creative Cloud applications, creating beautiful content that showcases new products, and using tools such as Adobe Substance 3D to enhance marketing efforts. Combining art and science will support experience-led growth in its EV initiatives by using deep insights to engage customers with the most relevant, impactful content.

GM can unify customer data from across its organization with the help of AEP. There is a single source of truth about GM owners that can be activated through an integrated set of applications.

Adobe Real-Time Customer Data Platform gives GM teams with unified customer profiles that can be updated in real time, as interactions happen across touchpoints such as brand websites, emails and mobile apps. The GM team can avoid repetitive marketing efforts by knowing where customers are in their journeys with any brand. In an early test, GM used Adobe Real-Time CDP to support customers that expressed interest in its Cadillac brand, and their next interaction revealed tools that allowed them to build and personalize a Cadillac vehicle. customization based on actions customers took in their buying journeys are included in each engagement.