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.


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.


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.


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!