Nikon Leverages HP Software to Deliver Inspiration and Education to Photographers on the Web
HP solutions help Nikon build brand, drive sales via award-winning website for photographers of all backgrounds and skill levels
PALO ALTO, Calif. — HP Autonomy today announced that Nikon Corporation is using HP Autonomy web content management software to deliver customized content to photographers visiting the Nikon Learn & Explore website for tips and tricks, instruction, and inspiration mapped to their skill level and experience.
Powered by HP Autonomy and engineered by Kanban Solutions, a leading software development and content consultancy, the new engaging, immersive and award-winning website helps Nikon better connect with its consumer base, driving brand loyalty and sales.
With the proliferation of digital photography, consumers of all backgrounds and skill levels crave articles, tips and other content that educates and inspires them to be better photographers. By embracing HP TeamSite and HP LiveSite to deliver dynamic, targeted and interactive content to site visitors, Nikon is providing a rich, immersive experience with content specifically written and curated for this audience. This has led to improved brand loyalty and heightened awareness during the purchase process.
“We needed to deliver a dynamic, more personalized and inspiring experience for Nikon consumers seeking photography-specific educational and instructional content,” said David Dentry, senior general manager, Customer Experience, Nikon Inc. “HP Autonomy and Kanban Solutions not only provided this experience, but they delivered a system that significantly improved the behind-the-scenes workflow, and also delivered a channel that actually drives commerce through content.”
The website redesign and functionality—both powered by HP Autonomy technology—has garnered significant industry recognition, winning a 2013 Webby Award, the Web Marketing Association’s 2013 WebAward and the American Business Awards’ Gold Stevie for Best Software Programming and Design.
HP TeamSite and HP LiveSite enabled Nikon and Kanban Solutions to redesign and rebuild Learn & Explore’s entire technology platform and user interface so that branded content could be efficiently created, managed, repurposed, optimized and published. With easy-to-use visual building tools, HP TeamSite allowed Nikon to create more targeted webpage content and manage the individual workflows. Nikon media assets are stored in HP Media Bin and seamlessly integrated with the TeamSite workflow. Integration between BrightCove and TeamSite allows content authors to upload instructional videos directly to the site.
“As a world-leading provider of optics and imaging technology, Nikon shares HP Autonomy’s commitment of exceeding customer expectations by providing customized, immersive web experiences,” said Rafiq Mohammadi, General Manager, Marketing Optimization, Autonomy. “The Learn & Explore page is a great example of up-leveling the customer’s experience while also streamlining the back end and easing the load on IT while enabling an uptick in brand loyalty and sales.”
About HP Autonomy
HP Autonomy is a global leader in software that processes unstructured human information, including social media, email, video, audio, text and web pages. Using HP Autonomy’s information management and analytics technologies, organizations can extract meaning in real time from data in virtually any format or language, including structured data. A range of purpose-built market offerings helps organizations drive greater value through information analytics, unified information access, archiving, eDiscovery, enterprise content management, data protection and marketing optimization. Additional information is available at autonomy.com.
Kanban provides software and content engineering, systems integration, and product development services to global brands across a number of industries; including consumer electronics, retail, financial services, publishing, manufacturing, and media. Based in New York City, Kanban has developed solutions for such notable brands as Nikon, NBC Universal, Straight Talk, and New York University. Kanban specializes in complex web applications that connect customer experience, content, and commerce technologies and systems, rely on rich interfaces, and deliver business results. Through a unique and highly effective delivery methodology, Kanban’s clients are more agile and responsive, enabling real-time marketing and innovation on a 24x7 basis. More information about Kanban is available at http://www.kanbansolutions.com.
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