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


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.


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.


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!