Accenture announced that Maserati, the premium luxury vehicle manufacturer, has appointed Accenture Interactive to help enhance the full Maserati customer experience across all digital channels; expand global sales; and extend Maserati’s 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 maximizing Maserati’s investments in supporting and enhancing the end-to-end customer journey while maintaining the sophistication, elegance and style of the Maserati brand.
Maserati sales have grown significantly in the last five years, driven by success across its product line, including standout growth on the new Quattroporte, Ghibli and Levante models. 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 personalized digital content and advertising to engage with prospects and customers as well as provide the deep insights to help Maserati learn from, and better customize, 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.”
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 recognize that experience is the new battleground, with customers expecting integrated, human-centered 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.
“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.”