Maserati, the luxury vehicle manufacturer, has appointed Accenture Interactive to help enhance the full Maserati customer experience across all digital channels; expand global sales; and extend its brand equity around the world.
As Maserati’s global experience agency, Accenture Interactive will be responsible for digital brand strategy, digital advertising, digital content production, campaign management and analytics services. Among its goals are maximising Maserati’s investments in supporting and enhancing the end-to-end customer journey while maintaining the sophistication, elegance and style of the Maserati brand.
Accenture Interactive will add and enhance end-to-end creative data-driven marketing, digital analytics and digital performance management capabilities to the core of Maserati’s business, enabling all departments – not just sales or customer service – to be more customer-centric. It will then design new personalised digital content and advertising to engage with prospects and customers as well as provide the deep insights to help Maserati learn from, and better customise, each customer experience.
“We are proud of our reputation for delivering a superior customer experience, yet we’re still committed to improving every interaction we have with current and potential customers,” said Jacob Nyborg, Maserati’s head of marketing.
“High-quality brand experiences change the nature of our relationships in a positive way, and we want to engage with our customers across all channels, from media to after-sales, in more meaningful ways. That’s why we selected Accenture Interactive; they have the capabilities to manage our customer touchpoints holistically so we can deliver great experiences that build consistent, seamless and authentic interactions with our discerning customers,” added Nyborg.
Maserati will work with a team drawn from across Accenture Interactive, including data-driven marketing, digital delivery and creative services from its creative agency, Karmarama.
“Progressive businesses like Maserati recognise that experience in the new battleground, with customers expecting integrated, human-centred experiences both digitally and in the real world,” said Anatoly Roytman, who leads Accenture Interactive in Europe, Africa and Latin America.
“In our role as Maserati’s experience agency, we will move beyond the historical silos of business and marketing to create a horizontal and connected approach to creativity and develop remarkable customer experiences that drive business growth,” added Roytman.
“The mandate from Maserati is clear: to use digital to help drive sales, and at the same time, build premium brand equity. We’re here to design a comprehensive marketing strategy designed to achieve both of these targets in a connected way, seeking the most creative and enduring customer experiences through the combination of data, content and innovative marketing technologies,” Roytman concluded.
Maserati produces a complete range of unique cars with individual personalities which are instantly recognisable anywhere.
Accenture is a global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations.
Accenture Interactive helps the world’s leading brands transform their customer experiences across the entire customer journey.