While not every marketer buys in to the notion of an all-in-one marketing cloud, there are others for whom investing in a full-scale suite is the best option.
Malaysia Airlines, which has licensing agreements to use five of six Adobe Marketing Cloud solutions, doesn’t have the luxury of time.
“We’re at a critical juncture,” said Syahar Khalid, the airline’s manager of advertising and promotions. “2014 is a make-or-break year for us.”
The issues began in 2012, when the company registered its biggest loss, driven by consumers’ economic troubles throughout the world and the escalating cost of fuel. Malaysia Airlines, however, had another problem as well: an aging fleet.
“There were a lot of breakages that cost us quite a bit,” Khalid said.
2013 was the beginning of Malaysia Airlines’ attempted turnaround and the company has already stated publicly that 2014 will be the year the company finds its way back in the black. So Khalid is facing improbably high stakes and his goals as a marketer are equally lofty. (more…)