Anne Rus­sell, Dig­i­tal Mar­ket­ing Man­ager, Adobe ANZ – LinkedIn

Summit 2

I can’t believe I’m back again at the Adobe Sum­mit, the Dig­i­tal Mar­ket­ing con­fer­ence exactly one year later, where a mul­ti­tude of top thinkers and lead­ers are com­ing to con­tinue to inno­vate and push bound­aries in dig­i­tal mar­ket­ing. Time flies when you are hav­ing fun and tech­nol­ogy has cer­tainly con­tin­ued to take off! Dig­i­tal mar­ket­ing seems to have taken a life of its own in the last year; maybe not quite as speedy as the fall from outer space by Felix Baum­gart­ner – one of the amaz­ing lumi­nary speak­ers due to speak tomor­row at Sum­mit, but still the dig­i­tal mar­ket­ing tools con­tinue to evolve to bet­ter serve mar­keters today.

With over 5000 atten­dees com­ing from all over the world (27 coun­tries present and 120 just from the Asia Pacific region), Adobe is def­i­nitely demon­strat­ing fast tech­no­log­i­cal devel­op­ments and strong lead­er­ship. I am not refer­ring to the stratos­phere but to the Dig­i­tal Mar­ket­ing space which has come a long way and now def­i­nitely seems to catch the atten­tion of many of today’s sea­soned mar­keters and analysts.

Dur­ing this morning’s keynote, Brad Rencher, Adobe’s Senior VP of Dig­i­tal Mar­ket­ing together with his core Prod­uct Team shared through great story telling on the theme of “the last mil­lisec­ond” the Adobe Mar­ket­ing Cloud’s new tech­no­log­i­cal enhance­ments to help mar­keters make, mea­sure, man­age and mon­e­tize their cam­paign con­tent. One of the issues expe­ri­enced by mar­ket­ing cam­paign teams world­wide is that it can take many days or some­times weeks to get a cam­paign out of the door. The many email exchanges and com­ments back and forth cause delays to mar­keters in deliv­er­ing rel­e­vant con­tent to their customers.

Summit 1

In order to make mar­keters more agile and allow the con­tent, ana­lyt­i­cal, social team and web teams to work seam­lessly and more effi­ciently, Adobe’s new Mar­ket­ing Cloud now includes a new touch-based user inter­face bring­ing busi­ness data col­lected from your company’s online mar­ket­ing cam­paigns and allows your teams to col­lab­o­rate in the cloud for timely changes and faster approval processes. This also helps CMOs gauge the results and suc­cess of their mar­ket­ing spend­ing faster.

For those cus­tomers who have wit­nessed some of Adobe’s var­i­ous tech­nol­ogy acqui­si­tions over the last few years, such as Day Soft­ware and Effi­cient Fron­tier and who knew of the Adobe Dig­i­tal Mar­ket­ing Suite, Brad Rencher and his team have sim­pli­fied and re-branded it in five key solu­tions under the Adobe Mar­ket­ing Cloud:

Adobe Expe­ri­ence Man­ager that now includes respon­sive design, social com­mu­ni­ties and a stand-alone dig­i­tal asset man­age­ment to help cus­tomers change their web­sites faster.

Adobe Tar­get pulls data from the Mar­ket­ing cloud to deliver one-click tar­get­ing for bet­ter personalisation.

Adobe Social now seen as the next gen­er­a­tion buzz mar­ket­ing tool with social cam­paign attri­bu­tion and pre­dic­tive pub­lish­ing that inter­prets data from social mar­ket­ing cam­paigns across mobile devices.

Adobe Media Opti­mizer upgraded to help mar­keters man­age their bud­get spend­ing towards search, dis­play and social media.

Adobe Ana­lyt­ics pulls data from the Mar­ket­ing Cloud to allow for on the fly seg­men­ta­tion shared across the cloud.

As well as attend­ing great ses­sions today, I have also had the plea­sure of net­work­ing with cus­tomers and based on today’s inter­ac­tions but also on what many cus­tomers are doing around the world, it is clear that many organ­i­sa­tions are very much embrac­ing Dig­i­tal mar­ket­ing tools. As an exam­ple Dupont, one of the world’s largest man­u­fac­tur­ers in the world is busy rolling Adobe CQ, across its 12 dif­fer­ent busi­ness units to allow for bet­ter con­tent, greater inter­ac­tions across its dif­fer­ent units and bet­ter dig­i­tal expe­ri­ences for its cus­tomers. The dig­i­tal team is mak­ing the most of Sum­mit to con­tinue its dig­i­tal journey

Con­de­nast uses the power of ana­lyt­ics every day to deliver bet­ter tar­geted con­tent to its cus­tomers as is Fair­fax in Aus­tralia. We are also see­ing large banks such as NAB invest­ing in the Adobe Mar­ket­ing Cloud. Top com­pa­nies such as Coca– Cola, Bar­clay Card, Sony Elec­tron­ics and Hyatt are here in Utah for the whole week to share, learn and amaze us with what can be done in the dig­i­tal mar­ket­ing space.

After a full day of inter­est­ing con­ver­sa­tions, I bet­ter go and watch the Black Keys con­cert that Adobe has organ­ised tonight for all Sum­mit atten­dees– I can’t wait! See you all tomor­row for more excit­ing times.

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