Suzie Brady, Com­mu­ni­ca­tions Man­ager, Adobe ANZ, LinkedIn


The mood was high in the morn­ing as around 1,000 mar­keters and dig­i­tal con­tent man­agers from across Aus­tralia, and around the region, poured into the Hilton in Syd­ney for the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium 2013.

The draw card was Adobe’s Senior Vice Pres­i­dent and Gen­eral Man­ager of Dig­i­tal Mar­ket­ing Brad Rencher and his Sym­po­sium keynote – The Last Mil­lisec­ond.

Brad’s keynote focused on his the­ory that dig­i­tal moments are built in mil­lisec­onds and it’s no longer good enough for mar­keters to just focus on one avenue – like their company’s web­site.  Brad says mar­keters must engage every­where – wher­ever their cus­tomers are, on what­ever device they’re using.

With so much data avail­able, mar­keters need to be able to use it effec­tively to pre­dict what is going to hap­pen next. Using the data, they need to reli­ably pre­dict what the next cus­tomer touch will be. Brad says when mar­keters con­nect these dots, they will rad­i­cally change their businesses.


Brad’s keynote was inspir­ing and del­e­gates were enthralled as they real­ized the oppor­tu­ni­ties dig­i­tal mar­ket­ing presents, and the chal­lenges they need to over­come. Brad’s address was a great way to start the Syd­ney Sym­po­sium. After the keynote fol­lowed numer­ous forward-thinking com­pa­nies that are already using dig­i­tal mar­ket­ing to drive more rel­e­vant adver­tis­ing to their cus­tomers and improve busi­ness results.

One of such com­pa­nies is US Bank, where Rakesh Nam­biar took to the stage talk­ing about dri­ving suc­cess­ful uptake through dig­i­tal trans­for­ma­tion. Rakesh explained how cus­tomer are now demand­ing per­son­alised expe­ri­ences and will­ing to pro­vide per­sonal infor­ma­tion to get it. Did you know that 69% of con­sumers would pro­vide per­sonal info for more tai­lored finan­cial advice?


The dig­i­tal bank is the future as inter­ac­tions online is grow­ing. Another fun fact – 22% of Gen Y cus­tomers vis­ited a bank when it was closed. Dig­i­tal bank­ing is 24/7, some peo­ple might have never even gone to a bank in per­son as almost every­thing can now be done online.   Of course the dig­i­tal expe­ri­ence doesn’t just end online, offline inter­ac­tion is just as impor­tant and there needs to be a seam­less rela­tion­ship between the two.

All in all, a great start to the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium. Look out for more sneaks at what went on in the event com­ing up, includ­ing videos!