Adobe Summit 2014: The Reinvention of Marketing Part II

Minita Kumar, Manager, Corporate Communications, Adobe India – LinkedIn

Day 1, Session 1 – as I sit through the first day of my very first Digital Marketing conference, along with a record number of more than 6,500 marketers in this room, I quickly realize it gets more intriguing with every speaker. Shantanu Narayen, CEO, Adobe and Brad Rencher, SVP and GM, Adobe have some very special guests today on stage – there’s Jeff Titus of Audi, Brad Brown of REI and Julie Bornstein of Sephora who explore the reinvention of marketing. And along with them is also Yancey Strickler of Kickstarter, an absolute hit with the audience. They love comments such as “empathy is a primary driver of economic activity – a desire to be part of something bigger”, and this year, for every tweet that includes the #AdobeSummit hashtag during Yancey’s time on stage; Adobe pledges to donate $5 to the Kickstarter campaign for Scratch Jr.

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Each of these marketers on stage has some themes in common to share with us today. Of course, the customer is the center of everything they do, but today’s consumer needs to be related to on his own terms. Digital is a great enabler of this, and marketers are obviously taking steps to make sure they take full advantage of it. Mobile is another word heard often – it’s become bigger than ever and has so much power because it is personalized and location aware.

Brad Brown Senior Vice President, Digital Retail and Customer Support for REI, is an avid cyclist. He’s cycled at the Tour de France, and cycles to work every day, and leveraged his own lifestyle to realize how much today’s consumer has changed. Working with his team using the Adobe Marketing Cloud, he implemented an easier and significantly enhanced engagement with his consumers in the stores; integrated their digital and analog experiences for a richer experience. He and his team, as Brad put it, “are betting their careers on Adobe”. “In life it is important to take bets. But one should take bets when the odds are in one’s favor. With Adobe, the odds are in our favor,” he says.

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Jeff Titus, GM, Digital Technology Solutions and Strategy, Audi of America, is an accomplished guitarist and performs regularly on his one-of-a-kind harp guitars with some of the most respected acoustic musicians in the field. In his professional life, he is passionate about delivering innovation in the backend in real time. And Digital Marketing allows him to do just that for his customers. The Audi City – their compact urban cyberstore – is a fine example of this.

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With Harvard graduate Julie Bornstein, EVP, Chief Marketing and Digital Officer of Sephora on stage, it’s time for a woman’s perspective – a very important consumer group for marketers. A great case study indeed, Julie discusses how she and her team have transformed their in-store experience using digital. A partnership with Pantone has introduced Color IQ to Sephora stores, making women’s selection of foundation products easier by using digital technology to let them identify their own unique Pantone skin colour, and then keep data on their purchase history, color shades and everything else, within easy reach.

Don’t forget you could attend Adobe Symposium taking place in the APAC region, to be held in Sydney on 22 July and Singapore on 24 July – save the date!

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