Blog Post:Guest blog from Ben Donkor. The eight edition of the Adobe Summit EMEA concluded on Thursday, making it the largest digital marketing event of the year, with almost 4,000 in attendance from 47 countries and almost 100 breakout sessions over the two days. Needless to say, it was a huge success! This year’s theme was the reinvention (and evolution) of marketing, a theme that ran throughout the main keynote sessions. The two Summit days were packed with lots of information and valuable insights, but I’ll do my best to summarise it all, starting with Day 1.

The Reinvention of Marketing

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Day 1 started with the opening keynote, aptly entitled “The Reinvention of Marketing”, hosted by Adobe CEO Shantanu Narayen and Summit host Brad Rencher. They discussed the importance of creativity in marketing, the need for a “marketing reboot”, and the steps needed to do so. Here are the main takeaways: Customer behaviour has changed, and so should marketing to match it. While more people are moving to digital transactions, it’s worth noting, as Brad Rencher pointed out, that every analogue interaction has a digital footprint. Unfortunately, not all businesses have been able to keep up with it all - customer behaviour, real-time marketing, being able to link various digital points to better target your existing (and potential) customers; Adobe had to go through a similar process too, reimagining their entire business, moving from selling Photoshop in boxes to delivering a whole cloud-based solution through online subscriptions. This calls for a change - a “reinvention of marketing”. The good news is that it is possible to keep up with this change and be part of this reinvention, but to do so you need to be a real-time enterprise, and to be a real-time enterprise you need to have interconnected systems that give you a unified view of all your customers. Luckily, Adobe is at the forefront of this “marketing revolution” with its Marketing Cloud. To better assist brands and marketers, Adobe have announced a new release of Adobe Media Optimiser with new predictive modelling capabilities. Some of the highlights in this update are: We also had a demo of real-time (and lightening fast) personalisation across multiple devices and I’m proud to say - it just works! Special guests joined Brad Rencher, to give their personal experience of how they’ve adapted (and reinvented) their own marketing and digital strategy in order to keep up:

The reinvention of brands and marketers

While the morning was dedicated to the reinvention of marketing as a whole, the closing keynote of Day 1 was directly aimed at brands and marketers and how they too can “reinvent”. Mark Zablan, President of Adobe EMEA, talked on stage about this and gave his own definition of how marketers should see this “reinvention” process. Mark was later joined on stage by special guests to explore how brands need to reinvent themselves to excel in the digital age: Last but certainly not least, Ann Lewnes (Adobe CIO) and Gerri Martin-Flickinger (Adobe CMO) hosted a panel of industry experts to discuss the relationship between IT and Marketing today, with the help of:

Summit Bash

Adobe Summits are also known for their great bashes, and they certainly didn’t disappoint this time: this year’s theme was “Festival”, and we were joined by caravans, plenty of delicacies, and (surprisingly) bumpy cars. The night ended in style with Rudimental performing their hits from their latest album. Needless to say, Day 1 ended with a bang - but that was only the beginning…

 

 
Author: Date Created:23 May 2014 Date Published: Headline:Adobe Summit EMEA: Day 1 Overview Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/05/Adobe_Blog-Header-images_1640x920_5.jpg

Guest blog from Ben Donkor.

The eight edi­tion of the Adobe Sum­mit EMEA con­cluded on Thurs­day, mak­ing it the largest dig­i­tal mar­ket­ing event of the year, with almost 4,000 in atten­dance from 47 coun­tries and almost 100 break­out ses­sions over the two days. Need­less to say, it was a huge success!

This year’s theme was the rein­ven­tion (and evo­lu­tion) of mar­ket­ing, a theme that ran through­out the main keynote sessions.

The two Sum­mit days were packed with lots of infor­ma­tion and valu­able insights, but I’ll do my best to sum­marise it all, start­ing with Day 1.

The Rein­ven­tion of Marketing

885875_636018289826422_6643811016785371724_o

Day 1 started with the open­ing keynote, aptly enti­tled “The Rein­ven­tion of Mar­ket­ing”, hosted by Adobe CEO Shan­tanu Narayen and Sum­mit host Brad Rencher. They dis­cussed the impor­tance of cre­ativ­ity in mar­ket­ing, the need for a “mar­ket­ing reboot”, and the steps needed to do so.

Here are the main takeaways:

Cus­tomer behav­iour has changed, and so should mar­ket­ing to match it. While more peo­ple are mov­ing to dig­i­tal trans­ac­tions, it’s worth not­ing, as Brad Rencher pointed out, that every ana­logue inter­ac­tion has a dig­i­tal foot­print. Unfor­tu­nately, not all busi­nesses have been able to keep up with it all — cus­tomer behav­iour, real-time mar­ket­ing, being able to link var­i­ous dig­i­tal points to bet­ter tar­get your exist­ing (and poten­tial) customers;

Adobe had to go through a sim­i­lar process too, reimag­in­ing their entire busi­ness, mov­ing from sell­ing Pho­to­shop in boxes to deliv­er­ing a whole cloud-based solu­tion through online subscriptions.

This calls for a change — a “rein­ven­tion of mar­ket­ing”. The good news is that it is pos­si­ble to keep up with this change and be part of this rein­ven­tion, but to do so you need to be a real-time enter­prise, and to be a real-time enter­prise you need to have inter­con­nected sys­tems that give you a uni­fied view of all your cus­tomers. Luck­ily, Adobe is at the fore­front of this “mar­ket­ing rev­o­lu­tion” with its Mar­ket­ing Cloud. To bet­ter assist brands and mar­keters, Adobe have announced a new release of Adobe Media Opti­miser with new pre­dic­tive mod­el­ling capa­bil­i­ties. Some of the high­lights in this update are:

  • Next-generation pre­dic­tive mod­el­ing algo­rithms, help­ing mar­keters make the best use of search mar­ket­ing met­rics and other attributes;
  • Uni­fied cam­paign analy­sis, to have a com­plete view of your cam­paigns, thanks to the inte­gra­tion of search engine met­rics and web­site engage­ment data being passed between Adobe Ana­lyt­ics and Media Optimiser;
  • Extended audi­ence reach, allow­ing mar­keters to effi­ciently man­age and opti­mise remar­ket­ing lists for Google search ads. With the new uni­fied view, you’ll now be able to quickly iden­tify high-value cus­tomers and deliver tar­geted messages;
  • Real-time cam­paign man­age­ment, thanks to the fully revamped user inter­face that makes it a lot eas­ier to set up, adjust, mon­i­tor, and opti­mise cam­paigns across mul­ti­ple chan­nels in real time. You’ll also be able to fore­cast your per­for­mance based on your bud­get and goals.

We also had a demo of real-time (and light­en­ing fast) per­son­al­i­sa­tion across mul­ti­ple devices and I’m proud to say — it just works!

Spe­cial guests joined Brad Rencher, to give their per­sonal expe­ri­ence of how they’ve adapted (and rein­vented) their own mar­ket­ing and dig­i­tal strat­egy in order to keep up:

  • 10344082_636018599826391_2599454364344977130_oMath­ieu Staat of L’Occitane, who spoke about per­son­alised omni-channel cus­tomer expe­ri­ences, and how they get a com­plete view of their cus­tomers through ana­lyt­ics and profiling;
  • Michael Aïdan of Danone Group, who spoke about dig­i­tal trans­for­ma­tion across 80 coun­tries and 100,000 employ­ees on board;
  • Young entre­pre­neur Amber Ather­ton of My Flash Trash, who shared her amaz­ing expe­ri­ence of how she got into busi­ness at age 9, and how she started My Flash Trash at just 16.

The rein­ven­tion of brands and marketers

While the morn­ing was ded­i­cated to the rein­ven­tion of mar­ket­ing as a whole, the clos­ing keynote of Day 1 was directly aimed at brands and mar­keters and how they too can “rein­vent”. Mark Zablan, Pres­i­dent of Adobe EMEA, talked on stage about this and gave his own def­i­n­i­tion of how mar­keters should see this “rein­ven­tion” process.

Mark was later joined on stage by spe­cial guests to explore how brands need to rein­vent them­selves to excel in the dig­i­tal age:

Last but cer­tainly not least, Ann Lewnes (Adobe CIO) and Gerri Martin-Flickinger (Adobe CMO) hosted a panel of indus­try experts to dis­cuss the rela­tion­ship between IT and Mar­ket­ing today, with the help of:

  • Patrick Hoff­stet­ter, Chief Dig­i­tal Offi­cer at Renault
  • Lucio Adrian Ruiz, Head Office Vat­i­can Inter­net Office
  • David M. Coop­er­stein, VP, Research Direc­tor from Forrester

Sum­mit Bash

Adobe Sum­mits are also known for their great bashes, and they cer­tainly didn’t dis­ap­point this time: this year’s theme was “Fes­ti­val”, and we were joined by car­a­vans, plenty of del­i­ca­cies, and (sur­pris­ingly) bumpy cars. The night ended in style with Rudi­men­tal per­form­ing their hits from their lat­est album. Need­less to say, Day 1 ended with a bang — but that was only the beginning…