Results tagged “Adobe CEO”

Marketing Mandates

ADOBE 1The best part of my job is hitting the road to hear about what’s on the minds of our customers, partners and employees.  In the past two months I’ve clocked more than 34,000 air miles doing just that.   From the Consumer Electronics Show in Las Vegas to the World Economic Forum in Davos, from London to Sydney to New York, Digital Marketing has been on the mind of every CEO I meet. It has definitely gone broadly into the mainstream and into the boardroom, well beyond the confines of the web team.

Most recently, we had three terrific days in Utah at the annual Adobe Digital Marketing Summit where 5,000 people gathered to hear about the latest innovations in digital marketing solutions. Every company needs to become a digital-first organization and I spoke about the three marketing mandates that I believe all companies need to focus on:

1)      Engage everywhere – Gone are the days when your digital strategy is just about driving customers to your website and converting them. Whether it’s app stores or retail stores; on Facebook, Twitter, or Pinterest; on a PC, phone, or laptop; you have to go to your customers or they won’t come to you.  Successful marketers are integrating all channels to engage their customers wherever they are.

2)      Embrace rocket science – Every business is swimming in data, and many are struggling just to get backward-looking reports.  But the real value of data is predictive, harnessing math and machine learning to take marketers’ intuition to a whole new level.  Many of our customers are already doing this with Media Optimizer today, where you can predict the optimal media mix and automate the buying across display and search advertising. The next frontier is to take all of your marketing – across social, mobile, web, real-time, historic, qualitative, quantitative – and reliably predict and execute the perfect campaign to maximize sales.  That is rocket science becoming real.

3)      Connect the dots – Organizational change needs to happen internal to every company in order to thrive in this new digital age.  I live this every Monday morning at 9 am when I have the team report to me on their metrics. The product organization, marketing organization and sales and finance are working together to drive the results in a way that never used to happen.

Thanks to everyone who made Summit such a great event.  Next up: Adobe MAX in LA.  I’m excited to hear what our community has to say about the future of creativity!

News Rundown at Adobe Summit 2013

This week at Adobe Summit – The Digital Marketing Conference, more than 4,500 digital marketers and senior leaders representing the world’s top brands are coming together in Salt Lake City to learn the latest about marketing trends, network and share best practices with each other.

At the conference, we are making a series of news announcements to address growing industry needs that include:  1) helping marketers iterate and act more quickly to better meet consumers’ expectations; 2) staying on top of the mobile explosion and delivering better mobile experiences; 3) simplifying the complex task of delivering the right experience or content to the right person at the right time.

Keynote presenters this year include Adobe CEO Shantanu Narayen and SVP and GM of Adobe’s Digital Marketing Business, Brad Rencher, along with record-setting stratospheric daredevil Felix Baumgartner; Adam Bain, president of global revenue at Twitter; and Sal Kahn, founder of Khan Academy.

You can watch the keynote live today, Wednesday, March 6 from 9am-11am MST.

Our news today highlights major new Adobe Marketing Cloud capabilities, including:

New Touch Interface and Mobile Marketing Capabilities 

Adobe today unveiled an innovative new UI for Adobe® Marketing Cloud that surfaces data and insights to marketers and business leaders so they can easily gauge the impact of their marketing dollars.  Through this visually rich, touch based interface, Adobe Marketing Cloud, which marketers use to understand how campaigns are performing, now links with Adobe Creative Cloud™, which agency creatives use to build and deliver those campaigns.  In addition, every solution within Adobe Marketing Cloud has been upgraded with new mobile marketing capabilities, including new mobile capabilities for analytics, advertising, social app development, targeting content on smartphones and tablets, and mobile content management and delivery.

Adobe Social Goes Mobile 

Adobe today upgraded Adobe Social®, part of Adobe Marketing Cloud, with a completely redesigned user interface focused on interpreting and presenting social data in a more digestible format that helps social marketers prove business results.  Adobe also debuted Adobe Social for mobile phones and tablets.  Social marketers now have a marketing tool that’s as mobile as they are.

Delivering Personalized Experiences across Mobile and Social 

The static website is long gone.  Personalizing and optimizing your customer’s experience is essential.  Adobe today announced a major update to Adobe Experience Manager, part of Adobe Marketing Cloud, which introduces new responsive design, social communities and video capabilities that deliver a fully personalized experience to customers. In addition, Adobe today introduced a new Digital Asset Management offering within Adobe Experience Manager.  Adobe has re-imagined digital asset management with both marketers and creatives in mind, giving organizations unprecedented capabilities to deliver consistent, high-quality experiences anywhere.

New Digital Advertising Solution for Media Agencies and Marketers 

Adobe today unveiled a standard version of Adobe Media Optimizer, part of Adobe Marketing Cloud. Media Optimizer is Adobe’s digital advertising platform for campaigns across search, display and social media. The new edition, Media Optimizer Standard, delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns through seamless integration with Adobe Analytics. Media Optimizer Standard is designed for media buying agencies, search engine marketing (SEM) agencies and direct advertisers seeking more control and transparency over their campaigns at an economical price point.

Taken together, these groundbreaking new solutions and capabilities are all designed to help our customers deliver the right online experience to the right person . They also offer the best way to tie social media activities to business results. And finally, they enable customers to achieve the greatest return on investment from online advertising.

Is Data Killing Creativity?

Shantanu_NarayeneditededitedAdobe CEO Shantanu Narayen is in Davos, Switzerland this week, chairing the Media, Entertainment and Information Governors Meeting at the World Economic Forum.  This blog is cross-posted from the Forum Blog.

We are living in a world of “big data”; every day, we create 2.5 quintillion bytes of data that flows to and from smartphones, PCs, tablets, TVs and innumerable other connected devices. As chair of the Media, Entertainment and Information (MEI) Governors Meeting in Davos this year, I’ve been reflecting on what this may mean for our society in the future.

We know more, we do more, we’re more connected.  We have real-time access to content and information we never could have imagined.   And yet, I’m concerned that lost in this rising tide of data is the essence of what makes us human:  Creativity.  It goes far beyond the traditional world of art and music.  Creativity is the essence of invention and inspiration, and it is what fuels our economy.

Indeed, global research we conducted in 2012 showed that 8 in 10 people feel that unlocking creativity is critical to economic growth and nearly two-thirds of respondents feel creativity is valuable to society.  But only 1 in 4 people – a strikingly low percentage – believe they are living up to their own creative potential.   Respondents revealed that productivity, not creativity, is what employers currently demand.

creativity infographic

How did productivity trump creativity?   Macroeconomic conditions have certainly created pressure on companies to produce results.  But has more emphasis on technical skills, operational improvements and hard numbers devalued creativity in the workplace?  Or does it start much earlier, in our schools, where the race to improve science, technology and math (STEM) abilities in students has overtaken time once spent on “softer” subjects?  Are we stifling our children’s imagination?

In a follow-up study we conducted in the United States, nearly three-quarters of respondents said creative thinking should be “taught as a course – like math or science.”  We as business leaders should advocate for this type of thinking both in our schools and our companies as we grow our next generation of employees.

Companies like ours who are in the business of content must also take responsibility for encouraging creativity.  All of us in the MEI community need to encourage creativity among our young people and in our enterprises large and small.   Whether it’s investing in small businesses with big ideas, entrepreneur in residence programs or educational scholarships like the Adobe Youth Voices Creativity Scholarship, we must keep creativity front and center.

We live in an extraordinary time where a treasure trove of content—data, photographs, books, music, video—can be made by and shared with the world.  Today, everyone can be a creator.   Everyone can share their creations and gauge the impact of that creativity whether it’s financial, cultural or societal.  What a gift to us all.

Happy Anniversary, Adobe!

This month we celebrate our 30th anniversary, a major milestone for technology companies.  We are in very rare company of those who have thrived over such a period by both making the billion-dollar-a-year and billion-dollar-a-quarter milestones.

This success over the past 30 years is as a result of a relentless focus on innovation and customers first set by our founders, John Warnock and Chuck Geschke. Our impact on every form of communication has been profound – every magazine, every newspaper and web site, images that you encounter,  video and application on mobile devices – chances are Adobe has played a major role in its creation.

As we continued to evolve our company, we decided that as all businesses moved mobile and online, we needed to expand our offerings beyond creation to management, measurement and monetization.  Through organic innovation and targeted acquisitions, we’ve aligned our strategy around Digital Media – the creation of content, and Digital Marketing – the business of content.  Our goal is to make every digital experience across every device a high-impact experience.

The single biggest reason this vision is possible is our employees around the world.  We are a truly globally diverse company with over 10,000 employees.  Our core values of genuine, innovative, exceptional and involved are what set Adobe apart.

Happy anniversary, Adobe, and here’s to many more great years to come!

Shantanu @ Wall Street Journal Viewpoints

Tuesday morning at the St. Regis Hotel in San Francisco, our CEO Shantanu Narayen did an onstage interview with Alan Murray as part of the Wall Street Journal Viewpoints series.  It was a wide-ranging discussion, from politics and education to the challenges facing publishers and marketers.  Check out the full recording, or watch the short clips about digital marketing and making the U.S. globally competitive.

CEO Shantanu Narayen’s Commencement Address at Haas School of Business

On Saturday, May 19, Adobe’s CEO Shantanu Narayen delivered the commencement address at the Haas School of Business at the University of California, Berkeley.  MBA graduates, family, friends, faculty and staff gathered in the Greek Theatre for the event.  You can check out the video and text of his speech online.

 

As the core of his message, Shantanu shared three secrets to thriving in the midst of constant change:

1) The answer isn’t in a spreadsheet (rely on your gut)

2) Know your Zen (understand and stay true to yourself)

3) Surround yourself with people smarter than you (build a team that brings out your best)

Through the course of the address, Shantanu shared a number of personal and Adobe stories, from the downpour at his own Haas graduation through the advice that Adobe co-founder John Warnock gave him when he took the CEO job:  “If you don’t like your job, you have only one person to blame.”

Congratulations to all the Haas MBA graduates!

Adobe’s Transformation

On Tuesday, we made some big announcements about our business moving forward:  Our strategy to double-down on the two growth markets of Digital Media and Digital Marketing, and an update on our expected Q4 revenue and restructuring our business.

The decision to restructure our business was a difficult one, and it has been tough for me as well as all our employees.  But it’s essential that Adobe makes the right moves now to ensure we’re positioned right for the long-term.

At the highest level, here are the big takeaways:

  • The future of the Internet comes down to content – creating it and monetizing it.  This is where our customers rely on Adobe, and it’s what is shaping our strategy moving forward.
  • Digital Media – creating and publishing content across media and devices, and Digital Marketing – managing the impact and return from content, are two enormous areas of market opportunity, and Adobe is in the sweet spot for both.
  • To double-down in our investments in these two markets, we’re focusing our resources and energy into the areas where we can make the biggest impact:  reimagining the creative process through touch and in the cloud; building a billion-dollar digital marketing SaaS business; and taking digital publishing to a new level for consumers and content creators.

This is a transformative time for Adobe as well as the industry.  The pace of change in the digital landscape is accelerating, and we intend to be there with the solutions and expertise to help our customers profit from it.  Adobe is a company reinvented — consistent in our mission, but updated for the customer opportunities and business models ahead.

I’ve never been more excited about Adobe’s future.

Innovation Perspective: Shantanu Narayen

This is the second in a series of discussions about innovation, this time with Adobe CEO Shantanu Narayen.  Shantanu has been with Adobe for 12 years, and prior to joining Adobe was co-founder of a startup focused on digital photo sharing; developed desktop and collaboration products at Silicon Graphics; and held various senior management positions at Apple.

In our previous interview, I spoke with John Warnock and next I’ll move on to conversations with some other well known industry leaders.
 

Shantanu Joins RIM CEO on Stage at BlackBerry World

Today at RIM’s BlackBerry World developer conference, Adobe CEO Shantanu Narayen and Danny Winokur, Adobe’s VP of Flash Runtimes, discussed how our developer community has embraced the opportunity to create innovative apps for the PlayBook. Shantanu announced that a large majority of the 3,000 apps in App World today are AIR apps, including the new Facebook app, which was built using Creative Suite tools like Flash Builder. Watch the video below, and be sure to check out the Flash Platform Blog for the demos of Flash Player, Adobe Reader, and Reader’s Digest apps.

President Obama Selects Adobe CEO for President’s Management Advisory Board

Adobe is honored that our CEO, Shantanu Narayen, is among the group of distinguished American business leaders specially selected by U.S. President Barack Obama to serve on the President’s Management Advisory Board. The Board will hold its first meeting at the White House this morning, tackling challenging issues related to improving government effectiveness and efficiency – including optimizing use of technology.  There is widespread agreement that a broader application of technology in the federal government’s day-to-day operations would improve government management, recruitment, deliverables and customer service, plus cut costs. We believe Shantanu’s technology vision and operational leadership will have a significant positive impact on the PMAB recommendations. We’re proud Shantanu is able to serve in such a unique and beneficial role for the country.

Click here to view the White House press release announcing Shantanu’s appointment.

For additional info, view the executive order the President used to establish the PMAB back in April 2010.

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