Content Marketing: HBR and Adobe
December 26, 2019
I spotted an interesting write up in CIO Magazine, one of those editorial Gibralters branded IDG. Why was the story an attention grabber? It was an ad.
“How the Harvard Business Review Used Personalization and Automation to Enhance Success” explains that bulk email is a super business method. Not spam, enhancement of success. Yes.
I learned that the Harvard Business Review has energized its business by using Adobe marketing technology. The HBR brand, its magazine, its executive centric podcasts, and its pride of place in “business” were not enough. Energize, not spamming with email. Please, note that.
The write up explains that Adobe (once the beloved arts and crafts software outfit) has marketing technology that delivers. Here’s the proof:
Using Adobe Campaign, HBR sent out 4.5 million triggered emails that had an average open rate of 28% and a click-through rate of 5%. These are impressive results that surpassed previous efforts. Adobe Campaign also allows HBR to drive more targeted campaigns and expand volumes to reach a wider range of audiences.
Yep, email in the spirit of America Online’s free CDs. No physical disc, just email.
The other interesting facet of the write up is that the email blasts are presented as an objective story.
What’s that say about the underpinnings of a Harvard MBA and the business precepts outlined in those HBR podcasts and articles?
MBA schools and money raising programs need marketing too. Which company is the winner with this PR story in CIO? You will need to attend a Harvard Executive Program to formulate the “right” answer.
Stephen E Arnold, December 26, 2019
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