Adobe Summit 2014: The Reinvention of Marketing

Michelle Gautrin, Senior Social Media Specialist, Digital Marketing APAC, Adobe Systems – @mgautrin LinkedIn

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6,500 marketers from 1,100 companies across 33 countries flocked into the Salt Lake Convention center yesterday for the first day of Adobe Summit, the biggest digital marketing conference in the world. The energy was palpable as the enormous main hall filled with brilliant minds and eager leaners. Some cool facts on the demographics for Summit 2014:

8 of 10 top internet retailers
5 of 5 leading media companies
9 of 10 top commercial banks
5 of 5 global auto manufacturers
64% of Fortune top 50 companies

To kick start the event, Adobe’s CEO Shantanu Narayen took to the stage to talk about reinvention – very appropriate, as he has led Adobe through a successful reinvention over recent years. To succeed in the digital era and meet expectations, companies must reinvent themselves and transform into a real-time customer enterprise, explained Shantanu. “At the end of the day, everything boils down to the customers. What do customers want? They want more. They expect more. And in the digital world, their tolerance for bad web experience is now extremely low, and expectations are high,” he said.

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Shantanu made an interesting point: the digital era is not the end of the creative effort but the beginning. He went even further to claim, “without creativity there is no inspired marketing strategies”. Creativity allows marketers to think outside the box, to reach our customers in innovative ways and engage with them. Adobe’s mission as a company has remained the same ‘changing the world through digital experiences’. Today, this means bringing the best of creative expression and digital insights through both the creative cloud and marketing cloud. Merging the two clouds together is where the magic happens; breaking down the barriers and turning businesses into marketing lead real time enterprise.

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There is never a dull moment when Brad Rencher, Adobe’s SVP of Digital Marketing presents. He continued with the theme of reinvention, talking about how digital marketing is accelerating at an alarming rate: digital trends are constantly popping up and marketers need to be equipped to respond to these changes. However, an ad hoc approach to marketing is not enough; we need to plan for the future. This is where ‘Real Time Enterprise’ comes into play; it allows us to move at the speed of digital while making sure every system is interconnected. Adobe Marketing Cloud was built with a unified vision – addressing all your marketing needs bottled into 6 key solutions.

In addition to the 6 Adobe Marketing Cloud solutions (Adobe Analytics, Adobe Campaign, Adobe Experience Manager, Adobe Media Optimizer, Adobe Social & Adobe Target), Adobe has taken it one step further with core services. Core services allows for a seamless working experience across all the solutions, ensuring that work done in any of the six major Adobe Marketing Cloud tools is now available everywhere instantly. It includes things like Profile Management, a one-of-a-kind in the industry which helps marketers harmonise their customer into one single actionable view. SAP

On top of all the excitement came another significant announcement: Adobe has signed an agreement to partner with SAP. Together, the Adobe Marketing Cloud and SAP HANA platform will enable companies to analyse huge data sets across various marketing channels and help engage customers in real time. You can read the full press releases here.

Stay tuned for more on the general session and Adobe Summit coming soon.

If you missed out on Adobe Summit, not to worry! You can catch the recording of the general session here.

Also you could attend Adobe Symposium closer to home, to be held in Sydney on 22 July and Singapore on 24 July – save the date!

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