Results tagged “Adobe Digital Marketing Summit”

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!

A Look Back at Adobe in 2012 – Part Two

Our top 12 moments of 2012 countdown continues. We’re closing out the year with the final 6. If you missed part one, you can catch up here.

Moment No. 5 – Cannes LionsData

Our team was back at the Cannes Lions Advertising Festival this year. We centered the conversation around data and creativity, and a look at creativity ‘Then & Now.’ We had the chance to connect with leading creative professionals and marketers, and even an inspiring entrepreneur, Jordan Casey – Europe’s youngest developer.

Moment No. 4 – Digital Marketing Summit

We hosted two Summits this year – one in Salt Lake City, Utah and another in London, England. Both Summits focused on ways customers can better measure, manage and optimize their digital marketing investments. Our Salt Lake City event boasted speakers such as Biz Stone, Arianna Huffington, and the Grammy-winning band, Foster the People. Check out a recap of our favorite moments on our Digital Marketing Summit blog.

summit

Moment No. 3 – Social Media Week

Our CMO, Ann Lewnes, kicked off Social Media Week at Adobe with her keynote, “Confessions of a Digital Marketer.” Throughout the day, we hosted great conversations about the impact of big data on social media with guest speakers Jeremiah Owyang and Susan Etlinger from Altimeter Group, as well as other social practitioners from across the Silicon Valley. Check out our image ‘Bird’s Eye View of Social Media Week,’ and revisit some of the event panels and presentations on our Adobe TV channel.

Moment No. 2 – Sundance Film Festival

At this year’s festival, we had a digital reporting team on the ground capturing all of our favorite moments during Sundance. From our panel, ‘How Technology is Influencing Storytelling and Film,’ to movie premieres and even bus rides around town, Matt Rozen and Meagan Keane reported on the sights and sounds of the festival for all of us who could not be there in person in their ‘Adobe at Sundance’ series.

Sundance

Moment No. 1 – Connecting With You

Our favorite moments every year revolve around connecting with you, our fans. This year, we’ve expanded the ways we can communicate with you where you are. We’ve introduced our presence on Pinterest and Instagram, and expanded our footprint on LinkedIn.

Thank you all for a great 2012. Here’s to an exciting 2013! From all of us here at Adobe, we wish you the very best in 2013.

Fundamental Shift in Customer Experience Management at Core of Enterprise Success

The fundamentals of Customer Experience Management (CEM) are changing faster than anyone ever imagined. Consumers are experiencing brand in profoundly different ways than in the past. Companies and government agencies are trying to catch up with this rapid change, asking themselves how they can evolve their brands while leveraging mobile, social and cloud innovations to stay ahead of the competition.

To solve this problem for our customers, I’m very proud to announce today the launch of our new Adobe Digital Enterprise Platform, along with a set of new Customer Experience Solutions built on the new platform. This is one of the most exciting announcements in Adobe’s enterprise business’ history, and a significant achievement on our journey to deliver a complete CEM offering that empowers our customers to support and extend the immersive, multi-channel, digital interactions that their own customers demand.

The Adobe Digital Enterprise Platform gives enterprises the ability to bring together marketing and IT to deliver engaging, authentic solutions that increase brand loyalty and bolster competitive differentiation. I share my thoughts on this exciting announcement in the video below and discuss how complete customer experience means delivering the four Ms: make, manage, measure and mobilize. These four Ms are transforming business for our customers.

We will highlight the capabilities of the Adobe Digital Enterprise Platform and our Customer Experience Solutions at our Adobe Digital Marketing Summit, taking place at the Salt Palace Convention Center, March 20-23 2012 in Salt Lake City, UT. The Adobe Digital Marketing Summit will bring together industry thought leaders, along with Adobe experts and solution partners to showcase the power of combining the art and science of customer experience, starting from the customer’s point of view, to deliver an extraordinary customer journey. I hope you’ll join us on our CEM journey at the first-ever Adobe Digital Marketing Summit.

– Rob

For more information, see today’s announcement. To learn more about the Adobe Digital Enterprise Summit, please visit the Summit page.

Follow me on Twitter @rtarkoff to continue the conversation.

 

Adobe Omniture Summit 2011 a Blowout Success

Yesterday we kicked off our biggest Adobe Omniture Summit ever here at the Grand America Hotel in Salt Lake City. We had 2,600 online marketers in the room – the largest gathering of digital experts in the world. Our CEO Shantanu Narayen kicked it off with some great industry perspectives on where content creation, digital publishing and marketing are headed. His comment that “marketing is the new finance” got a lot of positive reaction.

Entrance to Day 1 General Session

Entrance to Day 1 General Session

Sharing the stage with Vivek Shah, CEO of Ziff-Davis, and Ellen Levy, vice president of strategic initiatives at LinkedIn, we talked about the importance of audience insights and social ROI. Vivek said that they’re seeing social media referrals rivaling search – a pretty amazing thought. Ellen made a great point that there is a broad span of different experiences that get linked under “social,” and marketers need to differentiate – what works on YouTube doesn’t necessarily work on LinkedIn. Both delivered insightful and thought-provoking ideas.

In my remarks, my big message was that we’re living in a world of “extreme data,” and it’s more critical than ever for us as an industry to measure what matters. That means integrating social media into all aspects of your marketing analysis, not just thinking of it as a separate silo, and finding new ways to do segmentation and connect the dots among devices, data and audience channels. Our news created quite a bit of buzz, as did our newest acquisitions – Day Software and Demdex. And, we announced our newest version of SiteCatalyst built on our revolutionary new architecture – full of new optimization enhancements asked for by our customers.

On stage at Day 1 General Session

On stage at Day 1 General Session

In the afternoon, Michael Eisner offered his thoughts about what he calls the Gutenberg-to-Zuckerberg timeline – a look at the importance of getting content right over years of invention regardless of the delivery mechanism. He also touched on how Disney has applied digital technologies to its parks, films, online presence, and creative “Imagineering” – making the consumer experience even better. Then we wrapped a busy day at a signature party with headliner Lenny Kravitz at the Salt Palace. Backstage with Mr. Kravitz, we talked about his new album coming out soon, and then enjoyed his fantastic performance for our customers and employees.

Today we’re wrapping up with marketing guru John Gerzema and an open dialogue about what more we can do for online marketing in the “Ask Brett” session with our chief technologist Brett Error. Then we’ll all close out with skiing tomorrow at The Canyons – the snow should be perfect!

I’m more convinced than ever that the Adobe/Omniture combination is exactly what our industry needed, and it’s exciting to see our innovations as a combined company shaping the future. Thanks to all our rockstar customers who made it to Utah this year.

Hope to see you at the Adobe Digital Marketing Summit, formerly known as Omniture Summit, at the Salt Palace Convention Center
March 20-23 2012 in Salt Lake City!

-Brad

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