Yu Dan Shi, APAC Indus­try Strat­egy Direc­tor, Adobe Mar­ket­ing Cloud – @yudanshi LinkedIn

Yu Dan Shi

After spend­ing 15 years in the field of mar­ket­ing and dig­i­tal, this is the first time I am attend­ing a dig­i­tal mar­ket­ing event as a host rather than a client. And I can­not be any more excited. With over a thou­sand of top dig­i­tal mar­ket­ing pro­fes­sion­als attend­ing the Adobe Sym­po­sium in both Sin­ga­pore and Aus­tralia, every one of us will have the oppor­tu­nity to learn the very lat­est approaches and best prac­tices on dig­i­tal and mar­ket­ing strategy.

The dig­i­tal land­scape has never been more com­plex and excit­ing at the same time. For many organ­za­tions, dig­i­tal is no longer just a chan­nel to pro­mote prod­ucts and ser­vices. It is part of the core busi­ness strat­egy that would help accel­er­ate the rev­enue growth, trans­form the cus­tomer expe­ri­ence, and set them apart from the com­peti­tors. No orga­ni­za­tion can afford to under­es­ti­mate the impact of dig­i­tal on all aspects of the business.

How­ever, this par­a­digm shift has also cre­ated immense chal­lenges for the busi­ness lead­ers. Many of us have been tasked to lead and accel­er­ate the dig­i­tal trans­for­ma­tion jour­ney, which means we now increas­ingly play a change agent role. Many of you would know that change man­age­ment is a com­plex and evolv­ing jour­ney. It often requires dif­fer­ent skill sets com­pared to the ones that have made you suc­cess­ful in the past.

In addi­tion to that, tal­ent short­age, dig­i­tal and tra­di­tional mar­ket­ing divide, lack of cross-channel strat­egy and abil­ity to accel­er­ate are just some of the chal­lenges today’s dig­i­tal and mar­ket­ing lead­ers face in cre­at­ing rel­e­vant and impact­ful dig­i­tal orga­ni­za­tions. The lead­ers who have the abil­ity to over­come these chal­lenges, and cre­ate strate­gies that trans­form how the com­pa­nies under­stand cus­tomer behav­ior and ser­vice them in most per­son­al­ized way will be the true win­ners in the future. For these rea­sons, I am look­ing for­ward to dis­cussing with you at the event the lat­est ideas and approaches to orga­ni­za­tional trans­for­ma­tion and build­ing best-in-class dig­i­tal mar­ket­ing organizations.

We have also invited experts and indus­try thought lead­ers to share and dis­cuss the best prac­tices on top­ics rang­ing from omni-channel, tar­get­ing, per­son­al­iza­tion, adver­tis­ing, social, to dig­i­tal mar­ket­ing orga­ni­za­tion of the next decade. I invite you to join us this July for an amaz­ing event and expe­ri­ence at the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium Aus­tralia and Adobe Dig­i­tal Mar­ket­ing Sym­po­sium Sin­ga­pore.

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