Its “megaphone” traditional marketing style is no longer sufficient, said Jude Leon, head of integrated marketing communications. The Red Cross is investing in the Adobe Marketing Cloud in its early stages of the transition, ultimately hoping to close the gap between those who intend to donate blood, but don’t, and those who actually follow through with their intentions. It will also use individualized, geo-targeted Facebook ads to boost appointments.

Read the full article from CMO Australia.