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Lamar Advertising Company Improves Customer Experience, Drives Engagement Through Website Transformation

Stocks in this article: LAMRPRFT

As emerging technologies continue to shape how consumers interact with brands, seamless, user-friendly experiences across all touch points have become an imperative. Lamar Advertising Company (NASDAQ: LAMR), the nation’s leading out-of-home advertising company, needed to improve and modernize its existing web presence – www.lamar.com – to deliver a better user experience. The company partnered with Perficient, Inc. (NASDAQ: PRFT), a leading information technology consulting firm serving Global 2000 and other large enterprise customers, to transform Lamar’s web experience. Together, Lamar and Perficient created a fully responsive website that is accessible on any device, and enhanced the quality and availability of information to visitors.

With more than 200 locations across the United States, Canada and Puerto Rico, Lamar provides clients with outdoor advertising solutions in the form of billboards, digital, transit and highway logo signs. Lamar has grown significantly in the past 20 years and continues to diversify its offerings as technologies enter the market. However, the company’s website didn’t fully reflect that growth and diversification. Each of Lamar’s locations had individual marketing websites, which lacked continuity and resulted in a disconnected approach to engaging customers and providing localized content to the public.

“Organizations often look to marketing and advertising firms for help in adapting their current strategies to become more digital and social,” said Mike Gersten, vice president of Perficient’s Microsoft National Business Group. “Lamar understands how as a leading advertising company its brand needs to reflect this fast-paced, digital, and information-driven marketing industry. I’m thrilled to see the work we’ve done with Lamar has helped enhance the interface and user experience of their website to meet this market demand.”

Lamar and Perficient embarked on a strategic website redesign project, which required selecting a web content management system that would accommodate a corporate website as well as office-specific content management for its numerous locations. The company also needed a platform that could scale to engage customers how and when they wanted to engage. Given its requirements, Lamar selected Sitecore CMS as its content management system, which is based on Microsoft’s .NET platform.

“Our goal was to create a user-centric experience and to give our individual offices more visibility on the web,” said Michael Kulivan, AVP, director, Process Control at Lamar Advertising Company. “Perficient had the expertise to design, architect and implement a site that met our objectives. The platform allows us to scale for continued business growth and provides our customers with the kind of user experience they expect from a leading advertising company.”

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