Posts tagged "Digital Marketing"

Adobe Summit 2014: Key Takeaways

Hear directly from APAC customers and partners who attended Adobe Summit 2014, the Digital Marketing conference.

Join us at Adobe Digital Marketing Symposium 22nd July in Sydney & 24th July in Singapore. Click here for more information.

Honda deploys Adobe Experience Manager to improve customer experience on its Website

honda

Like many multinational companies, Honda’s website involves various different editors and content creators from around the globe. They needed to create an environment that would manage workflow and processes seamlessly. This is why Honda, with the help of Adobe partner NS Solutions Corporation, has chosen to deploy Adobe Experience Manager to operate their large-scale global website and strengthen brand value by improving customer experience.

Adobe Experience Manager, which sits within Adobe Marketing Cloud, will aid Honda’s website management, unify content and to enable their One Source Multi Use content strategy, which aims to help increase efficiency by recreating the same content across diverse media. The solution is also expected to boost security by appropriately handling critical information.

By enhancing more efficient digital content use, Honda now expects the website to deliver a stronger return on investment.

Check out the website yourself: http://www.honda.com/

어도비 서밋 2014: 마케터들이여, 자기 혁신하라!

chris한국 어도비 시스템즈 디지털 마케팅 총괄 전무

 

 

 

 

 

지난 26일(한국시간) 미국 솔트레이크시티 솔트 팰리스 컨벤션 센터에서 개막한 2014 어도비 디지털 마케팅 서밋(Adobe Digital Marketing Summit)현장은 전 세계 33개국에서 6,500여 명의 마케팅 관계자들이 참석, 디지털 마케팅에 대한 관심과 에너지로 가득했습니다.

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‘마케팅의 재창조(The Reinvention of Marketing)’란 주제로 진행된 올해 서밋에는 디지털 퍼스트(Digital First) 전략을 취하고 있는 세계 유수 브랜들의 마케팅 대가들의 디지털 혁신 사례 뿐 아니라, 로버트 레드포드, 리처드 셔먼 등 디지털을 활용해 자신의 커리어와 역할을 재창조해 나간 유명인사들로부터 ‘자기 혁신’에 대한 영감도 얻을 수 있었습니다.

이번 서밋을 통해 발표한 ‘어도비 보고서(Digital Roadblock: Marketers Struggle to Reinvent Themselves)’에 따르면, 조사에 응한 마케팅 담당자 5명 중 2명(40%)이 스스로를 재창조하여 자기 혁신을 이루길 원하고 있으나, 이 중 14%만이 그 방법을 알고 있다고 답했습니다. 또한, 50%의 응답자가 이상적이고 성공적인 마케터가 되기 위해 더 큰 위험을 감수해야 한다고 응답한 반면, 65%의 응답자는 신기술 수용에 있어, 신기술이 주류가 되고 나서야 받아들이는 것이 더 편하다고 답해 이상과 현실의 간극을 보여주었습니다. 디지털로의 변화는 새로운 기술, 새로운 접근방식을 요구하고 있어, 대부분 마케팅 담당자에게 전혀 다른 역할을 수행하길 요구하고 있습니다. 좋은 소식은 이미 많은 마케터들이 이러한 변화를 잘 알고 있다는 점입니다. 이제 그러한 생각을 실행에 옮길 때입니다.

서밋 둘째 날 연사로 나선 명배우이자 영화감독 그리고 제작자인 로버트 레드포드는 자신이 설립한 선댄스 연구소 및 영화제의 진화를 통해 살펴 본 재창조에 관한 대담에서 이렇게 말했습니다.

“실패는 끝이 아닌, 여정의 한 과정이다. 위험을 회피하는 것이 바로 위험이다”

실패에 대한 두려움으로 거대한 디지털 시프트 물결 앞에서 주저하고 있습니까. 이제 자기혁신을 통해 디지털 시대가 요구하는 마케터로의 변화가 필요한 때입니다.

Adobe Summit 2014: The Reinvention of Marketers

Suzie Brady, Communications Manager, ANZ, Adobe Systems - @SuzieBrady1 LinkedIn

Winter returned to Salk Lake City on Day 2 of Summit, The Digital Marketing Conference, but no one cared because the program inside was the hottest ticket in town. Robert Redford was in the building and 7,000 delegates were bubbling with excitement.

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Waiting for Robert was made easy. Mike Rude, Managing Director of Customer Experience at FedEx, inspired the crowd with this energy and encouragement to embrace the technology we have invested in, and jump onboard before the ship departs. Mike urged marketers to take calculated risks and use technology to deliver better experiences for their customers – and enjoy the results.

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Richard Sherman is Cornerback with the Seattle Seahawks, part of the National Football League in the US. Coming from Australia, I have no idea what a Cornerback is, so I was mildly confused about what Richard was doing on stage at the world’s premiere digital marketing event. I didn’t have to wait long. Two months ago, Richard caused a social media sensation with a crazed TV interview after a match. It turns out Richard is a Stanford graduate with a degree in communications. Richard had a plan for his own brand and his crazy interview turned out to be his launch pad to stardom. Richard leveraged his notoriety to grow his Twitter following by over 600,000 in just two months; he’s also launched his own fashion line. At the same time, he’s raising awareness of the importance of education and encouraging us to take advantage of moments that are own launch pads to achieve our goals. Richard’s advice: have a plan, stick to that plan, ride through the bumps in the road, and take advantage of opportunities that come your way.  I still don’t know what a Cornerback is, but I’m now following Richard on Twitter (you can too – @Rsherman_25).

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John Bollen is from MGM Resorts and was next to take the stage on Day 2. John is MGM Resort’s Chief Digital Office, overseeing the company’s digital strategy across 19 resorts and a customer database of over 65 million. John explained the reinvention MGM is about to undertake. The business has been built on acquisitions and that means customer experience has been disjointed, with silos delivering the marketing campaign. MGM is embarking on a reinvention that will shift its strategy to a continuous, engaging experience for customers. John also introduced a new role – Chief Experience Manager, who is bringing the team together to execute the reinvention.

And finally, it was time for Robert Redford… Butch Cassidy and the Sundance Kid; The Candidate; The Way We Were; The Great Gatsby… the Sundance Film Festival…environmentalist, artist, entrepreneur, activist: a true Hollywood legend in our midst and he didn’t disappoint. At Summit, we hear a lot about the importance of data – what information do we have and how can we use it to deliver better experiences for customers. Robert reminded us that at the heart of everything we do is art and in turn, content. Without a beautiful, rich and exciting experience, our customers will never be engaged. The combination of art and science is key and exactly what sets Adobe apart.

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Robert inspired us to take risks and not to be afraid of failure. He said failure can propel us forward and that not taking a risk was actually a risk. Robert shared a story from his school days where a teacher encouraged him to tell stories through drawing and he said this inspired him to have the courage to be an artist. We all agreed his risk to become an artist has paid off.

Robert talked about the role of technology in film and said that art has a major role to play in new innovations. Art is at the centre of everything Robert has done over his decades as a leading actor, director, producer and film festival founder. His reinvention – or evolution as he prefers – was inspiring and it was a great thrill to have a true Hollywood star at Summit 2014.

Feeling inspired and looking to find out more? Stay tuned to this channel.

Also you could join us at the Adobe Symposium taking place in Sydney on 22 July and Singapore on 24 July – save the date now and follow us for more updates!

Adobe Summit 2014: The Reinvention of Marketing Part II

Minita Kumar, Manager, Corporate Communications, Adobe India – LinkedIn

Day 1, Session 1 – as I sit through the first day of my very first Digital Marketing conference, along with a record number of more than 6,500 marketers in this room, I quickly realize it gets more intriguing with every speaker. Shantanu Narayen, CEO, Adobe and Brad Rencher, SVP and GM, Adobe have some very special guests today on stage – there’s Jeff Titus of Audi, Brad Brown of REI and Julie Bornstein of Sephora who explore the reinvention of marketing. And along with them is also Yancey Strickler of Kickstarter, an absolute hit with the audience. They love comments such as “empathy is a primary driver of economic activity – a desire to be part of something bigger”, and this year, for every tweet that includes the #AdobeSummit hashtag during Yancey’s time on stage; Adobe pledges to donate $5 to the Kickstarter campaign for Scratch Jr.

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Each of these marketers on stage has some themes in common to share with us today. Of course, the customer is the center of everything they do, but today’s consumer needs to be related to on his own terms. Digital is a great enabler of this, and marketers are obviously taking steps to make sure they take full advantage of it. Mobile is another word heard often – it’s become bigger than ever and has so much power because it is personalized and location aware.

Brad Brown Senior Vice President, Digital Retail and Customer Support for REI, is an avid cyclist. He’s cycled at the Tour de France, and cycles to work every day, and leveraged his own lifestyle to realize how much today’s consumer has changed. Working with his team using the Adobe Marketing Cloud, he implemented an easier and significantly enhanced engagement with his consumers in the stores; integrated their digital and analog experiences for a richer experience. He and his team, as Brad put it, “are betting their careers on Adobe”. “In life it is important to take bets. But one should take bets when the odds are in one’s favor. With Adobe, the odds are in our favor,” he says.

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Jeff Titus, GM, Digital Technology Solutions and Strategy, Audi of America, is an accomplished guitarist and performs regularly on his one-of-a-kind harp guitars with some of the most respected acoustic musicians in the field. In his professional life, he is passionate about delivering innovation in the backend in real time. And Digital Marketing allows him to do just that for his customers. The Audi City – their compact urban cyberstore – is a fine example of this.

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With Harvard graduate Julie Bornstein, EVP, Chief Marketing and Digital Officer of Sephora on stage, it’s time for a woman’s perspective – a very important consumer group for marketers. A great case study indeed, Julie discusses how she and her team have transformed their in-store experience using digital. A partnership with Pantone has introduced Color IQ to Sephora stores, making women’s selection of foundation products easier by using digital technology to let them identify their own unique Pantone skin colour, and then keep data on their purchase history, color shades and everything else, within easy reach.

Don’t forget you could attend Adobe Symposium taking place in the APAC region, to be held in Sydney on 22 July and Singapore on 24 July – save the date!