Lau­ren Power — @LSP2Japan


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.