With more than 115 offices across the world in 50 countries, Zebra has a global presence. The mobile computing company creates technology that is used to sense, analyze, and act in real time. Last year, despite the terrible business conditions, Zebra brought in $4.5 billion in total revenue.
Their products are used by retail stores, hospitals, and warehouses all across the world – from scanners that track inventory to nurse wristbands that help to access patient information. Selling software, hardware, and services, Zebra provides organizations useful and real-time access to information.
Most of Zebra’s customers are looking for the latest tech and product information. However, because it offers so many products across so many industries, maintaining control and updates across all of its websites.
They teamed up with an agency and set about renovating its digital infrastructure. And they decided to build the foundations with the digital experience platform Adobe Experience Manager.
Adobe Experience Manager is part of Adobe’s Experience Cloud, and along with Adobe Analytics, Zebra uses them to have a centralized area of control. Yet centralizing its websites was just the beginning.
Zebra is now able to use Adobe Experience Manager to boost its digital marketing strategies at scale.
“Building on our strong digital foundation in Adobe solutions,” said John Mathews, senior manager of digital IT over at Zebra, “we’re combining two businesses into a single brand to meet more customer needs worldwide.”
There are many reasons why people come to the Zebra website. For example, researching new technologies, looking for devices, etc. Having a site that provides visitors with a quick search functionality gives Zebra an advantage.
But it gets better because a faster search experience also means they can reduce costs on sending follow-up emails.
With Adobe Experience Manager, Zebra began to create templates for unifying the brand experience across all of its websites. These templates are reusable and can improve the time it takes to make webpages. This lets both the marketing and content teams update information about products and campaigns.
Having built-in support for creating responsive design, templates that are created in Adobe Experience Manager are able to easily navigate across all types of screens without having to build entirely separate websites.
With Adobe Experience Manager Assets, teams can share and reuse assets to give the company a central location to store and find more than 130,000 assets – like drivers, firmware, user guides, spec sheets, etc.
“With ICF’s expertise and guidance,” added John, “we relaunched a global website built to scale in only eight months with Adobe Experience Manager. ICF knows the best practices to accomplish our goals, so our projects can develop quickly and naturally. They’re not just partners; they’re a part of our team.”
And with Experience Manager Sites, it “makes it simple to manage sites and rollout content globally,” said Mathews. “We’re splitting labor and costs more efficiently, which reduces the burden on regional teams and we deliver consistently better experiences for global customers with the newest content in their native languages.”
Adobe Experience Manager also came into use when Zebra acquired Motorola Solutions’ Enterprise business when they looked to transfer all of its products as soon as possible. When thinking about the logistics, they realized that they could reuse the templates and assets from Adobe Experience Manager.
“In general,” said John, “every time we had a new campaign or product release, we would work with an agency to build out a separate microsite. With Adobe Experience Manager, we can eliminate the cost of a big agency push and easily roll out the information to global websites, providing a better experience for lower cost.”
Using Adobe Experience Manager, Zebra can run as fast as its name-sake animal when it comes to editing and updating content. “We tag everything we can to get a better view into how people interact with the site so we can improve their journeys,” said Sarah Bryowsky, Zebra’s director of digital marketing.
“Accurate tagging is key to getting information we need. The Activation core service within Adobe Marketing Cloud is a big help when working with so many different web pages, agencies, and translations.”
To determine what type of content their visitors like, they analyze website traffic and downloads, looking across each region they operate in. “Adobe Analytics simplifies reporting,” said Sarah. “We can create segments on the fly, customize dashboards, and build reports without exporting data.
“We’re already seeing returns from improving our digital experiences. Organic keyword rankings have gone up 300% year-over-year on average, while our global website traffic is up about 13% year-over-year. We’ve also seen the time spent on site rise for high-value pages—a key indicator we’re delivering more valuable content.”
Personalization is the driving force of Zebra as it continues to build better digital experiences. “We invested in Adobe solutions,” added Sarah, “as the platform that will help us grow and evolve digitally.”