Frank Alexan­der, Senior Account Man­ager, Adobe Mar­ket­ing Cloud, SEA & India – LinkedIn

eeeWhen I’m out in pub­lic these days, I can’t help but notice that so many peo­ple have stopped look­ing up when they’re walk­ing. They’ll nav­i­gate side­walks using their periph­eral vision, all the while keep­ing their heads and eyes fixed on the glow­ing rec­tan­gu­lar devices in the palms of their hands.

You can thank Steve Jobs and Apple for intro­duc­ing prod­ucts to us we didn’t real­ize we wanted or needed until they made their debut, we owned them, and they quickly became exten­sions of our limbs– this goes for the iPod, iPhone, and iPad alike. You can thank Google for intro­duc­ing Android and the var­i­ous elec­tron­ics man­u­fac­tur­ers of the hard­ware it runs on. As a human being, some­thing inside me hopes that one day these folks will put down those devices and start mak­ing eye con­tact again, but as a dig­i­tal mar­keter the writ­ing is on the wall and has been for some time: we should be doing every­thing in our power to cap­ture and retain con­sumers’ ever-fragmenting atten­tion wher­ever they are, when­ever we can.

A one-size-fits all approach won’t and can’t accom­plish this, you need to have a strat­egy to tar­get and per­son­al­ize con­tent to your audience.

Join me on July 18th in Sin­ga­pore at the Marina Bay Sands for the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium to see how some e-tailers and a telecom­mu­ni­ca­tions giant stopped think­ing and started doing. We take a look at the small changes they made that led to big impacts on their respec­tive orga­ni­za­tions. Reg­is­ter now as seats are limited.