Adobe Summit Day Two: Digital Marketers Need to be Risk Takers

Drawn with Adobe Eazel by Paul Kercal (@Kercal)

Drawn with Adobe Eazel by Paul Kercal (@Kercal)

The past two days, Adobe Summit has had more than 12,000 mentions on social media. Attendees were busy tweeting their favourite quotes, inspirations and sessions throughout the conference.

Adobe VP Strategy and Business Development, John Mellor, kicked off day two highlighting the big social stats from the first day, including more than 6,000 tweets from day one alone, with the official hashtag trending in the UK throughout both days. Mellor called out the top influencers who were helping to get the #AdobeSummit word out:

Top Adobe Summit influencers - day 1

The session gave attendees the chance to hear how a B2B operation has adapted to the impact of mobile uptake for their website. SAP’s Shawn Burns talked about regular testing and not forgetting that in B2B you’re not selling to a glass building, you’re still selling to people.

We then turned the spotlight on ourselves with an “Adobe on Adobe” panel focusing on how we use Adobe Marketing Cloud to make a better Adobe.com.

BBC’s Phil Fearnley gave attendees an in-depth look behind the London 2012 “digital Olympics.” They found that 90.7% of the UK watched the Olympics on BBC, compared to about of 60% for other events like the Royal Wedding.

The keynote session closed with the morning’s highlight, a talk with Felix Baumgartner, the man who fell from 39km above the earth and broke the sound barrier. In his inspirational dialogue with John Mellor, he talked of dealing with unproductive meetings, developing a professionalism that his peers did not have, his level of confidence in having a vision and taking risks, and of course that jump. You can read more about Felix’s talk at the Live Orange Blog.

Felix Baumgartner

The lesson learned from Felix? To work in digital marketing you have to be a bit of a risk taker, just like him.

The day’s breakouts covered everything from net promoter scores to digital gardening, with sessions filling to capacity leaving room to only stand.

Hybris Software helped end Summit with CEO Ariel Luedi taking the stage to talk about how their “plumbing” together with Marketing Cloud solutions can help make the customer king.

The day ended with a sneak peek at the latest developments from Adobe Labs. Hosted by the hilarious Nina Conti and Monk, sneaks started with an impromptu “human ventriloquist doll” act, featuring two attendees. Monk and Nina kept the laughs coming rewarding attendees with iPad mini’s for their funny tweets. 10 sneaks had four minutes each to sell their idea to attendees in an effort to win votes via twitter hashtags.

Adobe Summit may be over for this year, but the learning will continue. What were your highlights from Summit? Tweet @AdobeSummit and share your thoughts.

 

See you in 2014!

The Adobe Summit Team

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One comment on “Adobe Summit Day Two: Digital Marketers Need to be Risk Takers
  1. Love the Tweet you highlight from Louise Moran, quoting Ariel Luedi on the customer online and in the store. It’s so true – bend over backwards for people online, call the cops on them in the store! It’s how it often goes.

    Thanks for the tidbits from the conference. It does seem like taking risks in our rapidly-advancing age, and plunging into all the new tools and opportunities, is so vital for marketers in order to not get left behind. And to stay relevant!

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