GM Chooses Adobe Experience Cloud To Drive Real-Time Customer Engagement
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GM has selected Adobe Experience Cloud to provide real-time customer engagement and a personalized EV experience as the automaker transitions to an all-electric lineup by the 2035 calendar year.
The Adobe Experience Cloud includes several different applications, including Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, and Customer Journey Analytics. These platforms will provide GM with a real-time view of the customer and support the automaker’s EV initiatives at every step, from initial awareness, to EV ownership, to next-generation in-vehicle experiences.
“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 GM global director of performance driven marketing, Ajay Kapoor. “As we move from normalizing EVs and educating consumers, through to showcasing next generation personalization capabilities, Adobe Experience Cloud will provide a center of gravity that allows us to connect with customers in a relevant and highly customized fashion.”
GM has leveraged Adobe products and platforms in the past, including Adobe Creative Cloud applications to showcase new products, and Adobe Substance 3D as part of the automaker’s vehicle design process and to enhance marketing efforts.
Now, Adobe Experience Cloud will provide GM with a unified vision of its customers through a wealth of data collected under a common data model, which will be given in concert with “strict governance and security controls.” The applications will include the Adobe Real-Time Customer Data Platform (CDP), which creates unified customer profiles that can be updated in realtime as interactions occur across multiple touchpoints, such as websites, emails, and mobile apps. GM previously leveraged Adobe Real-Time CDP to support customers interest in the Cadillac brand, providing a next-step interaction that allowed customers to customize a Cadillac vehicle and followed similar logic though the vehicle buying process.
GM will also leverage Adobe Journey Optimizer, allowing the automaker to “pick the right channels and moments to engage with customers” and providing a visual interface for teams to build customer journeys both online and offline. Finally, GM will leverage Adobe Customer Journey Analytics, which provides cross-channel insights that help to optimize marketing efforts and the customer experience over time.
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Translation: this is how GM will track people and send them ads.
Not me!
So in other words we should expect critical updates to the software both on the website as well as in the vehicles about every 4 days!
Such a dystopian future for this company. No thanks.
As GM transitions to an all electric lineup by 2035, I will be transitioning to a different manufacturer.
I bet over 50% of GM’s customers don’t even know what that means, and don’t care, including me!