What company wouldn’t love seeing year-over-year page views increase by 53 percent, unique page views increase by 45 percent and average time-on-site increase by 6 percent?
Those are the metrics that fuel one Adobe success story. TV One, an entertainment network owned primarily by Radio One and NBC Universal, turned to Adobe Marketing Cloud, including Adobe CQ, to help distinguish its brand presence in an increasingly competitive media landscape. Both parties are happy with the results. TV One Vice President of Digital Media Allison Rand answered several questions about the experience:
WM: How does Adobe CQ empower content contributors to publish content; and how does this ability impact the TV One user experience?
AR: 1. We use the DAM along with the CMS to drag photos into multiple pages in different shapes and sizes without tedious re-sizing efforts.
2. The tagging and site taxonomy allow us to publish one article in many places without the manual labor of adding it by hand. This also helps keep the site looking fresh and updated.
3. The drop-and-drag functionality is easy to learn and use - allowing us to publish more content without the effort of remembering tricky systems and codes. The user experience has improved since launching -- we have seen an increase in pages visits per unique and and increase in time spent on the site. We attribute this success to the launch of new, successful programming with strong digital content and the fact that we can easily create more content in a cleaner, more engaging way.
WM: How has leveraging the Adobe Marketing Cloud helped to provide a seamless cross-channel experience?
AR: Through the simplicity of CQ5 we are able to promote on-air tune in more effectively on each page as well as cross promote viewers to new shows.
WM: What feedback have you received after adopting this enterprise-level solution from Adobe (either from TV One executives, viewers and/or employees)?
AR: The stronger analytics -- increased page views, uniques, time spent and pages per visit, decreased bounce rates - suggest that our audience has adopted well to using the new site. Our staff can create more content flexibly, so they have adopted well.
Here are screenshots from TV One's redesign: