Lauren Power — @
More than 1,000 marketing and advertising professionals gathered at Singapore’s iconic Marina Bay Sands for Adobe’s Digital Marketing Symposium 2014, the premier event for APAC’s digital marketing industry, nearly doubling the attendance from 2013. The Singapore and APAC regional markets have exploded with Adobe across many key industries, according to Paul Robson, Adobe President of Asia Pacific.
“Adobe’s heritage is creativity,” says Robson, and Adobe has been transforming the digital experience for over 30 years. This legacy of innovation has reinvented digital marketing and communications possibilities again and again, solidifying Adobe’s role as an industry leader. With the Singapore Symposium’s theme of reinvention, Adobe President and CEO, Shantanu Narayen called for organizations to meet the challenges of “always on” marketing through Adobe solutions in analytics, cloud, mobile and social media. Data is the voice of the customer, but “success over the long term doesn’t come just from the biggest data,” Narayen says. The question of how to manage “big data” continues to intimidate and torment marketers, and the division of the data and creativity business silos within organizations drags down productivity.
“The digital age is not impersonal,” says Narayen, “Digital is redefining business, but it’s creativity that still drives innovation and success.” The content cycle generated through Adobe Creative Cloud and Adobe Marketing Cloud allows organizations to make, manage, measure, and monetize “big data” seamlessly, blurring the lines between solutions. Data should both inform and reaffirm the creative side of digital marketing by providing instant quantitative analytics on any marketing platform.
The intricate technological advances and break-neck speed of “big data” may seem overwhelming even to seasoned marketing professionals, but with the right acquisition of new digital skills and tools, any organization can become proficient and benefit from this new digital landscape.
For the first time, digital marketers can track and manage customer profiles in an instant, adapting marketing strategies to fit individual profiles. “Digital wakes.” Tracking every click, interaction, and abandoned cart, for every customer, every time, in real time, paints a clearer picture of the customer for digital marketers, and it’s all thanks to “big data” mediated by a more intuitive analytics solution.
According to John Mellor, Adobe’s Vice President of Strategy, Business Development and Marketing, implementing these solutions through traditional marketing channels is not enough. The spike in Singapore and APAC regional markets’ mobile usage and social media engagement makes it vital for digital marketers to use data and analytics to optimize their approach.
Mellor urges organizations to bring mobile into the core of their marketing strategies and to recognize the possibilities of properly postured social marketing. To demonstrate his point, Mellor invited corporate representatives from Maybank and Tourism Australia to discuss their implementation and results from building a new, data-driven digital campaign using Adobe solutions, including interactive web, mobile and social media, with profile matching and customization. In both cases, customer engagement soared from the beginning and the numbers are continuing to go up.
Adobe practices what it preaches. Throughout the Singapore Symposium, the social marketing teams boosted audience engagement through personalized mobile updates, apps, quizzes, polls, videos, and other interactive media across multiple platforms. Creative and analytical audience members alike were convinced that the potential applications of these innovative social marketing solutions, as well as Adobe’s digital marketing solutions in analytics, cloud, and mobile more broadly, could redefine and enhance their own organizations.
With customers being connected 24/7, organizations cannot afford not to harness the power of “big data” and transform their capacity into “real-time” with speed of digital personalization across all channels. At the Adobe Digital Marketing Symposium in Singapore, global innovations and local applications of digital marketing solutions inspire APAC’s best to build new collaborations and even greater success.