Blog Post:Adobe Summit is just days away (May 14-15, 2014) and the excitement is building! Over the past days and weeks we have had the pleasure of chatting to some of the speakers in advance of Summit, such as: Justin (JC) Coghlan, Movember; David Williams, ASOS; Michael Acton Smith, Mind Candy; Dr David Cox, Headspace; Will Hayward, Buzzfeed; and Amber Atherton, My Flash Trash. Finalising this series, we caught up with Mark Zablan, president of Adobe for Europe, Middle East and Africa (EMEA) about marketing reinvention - which will be a big theme at Summit - what this means for marketers and for him personally.   Twitter_1000x1000_Mark-Zablan-2As head of Adobe EMEA, you talk to marketers every day about their needs for reinvention.  What are marketers’ biggest challenges in making this transition? Zablan: The customer journey has shifted so dramatically compared to where it was just a few years ago—marketers’ challenges are truly endless. The good news is that as an industry, we’re recognizing the need for reinvention and discussing it as a community. It’s now just a matter of taking the plunge and making key changes across the people, processes and products in your organisation. Today, no matter what the customer is doing, whether online or off, they are leaving a footprint. And the ability for brands to get to know their consumers through one unified view, to grasp one set of analytics, and for marketing technologies to seamlessly integrate to existing legacy systems—these are major challenges that Adobe is helping to solve. In regard to content, I’m hearing marketers struggle with the reinvention of their storytelling process, and how they can get a consistent, engaging message in front of consumers no matter where they are. This in turn impacts the reinvention of a brand—taking your company from an older, more traditional marketing house to one that’s actively listening to consumer conversations, engaging with them in real-time, and effectively building a brand personality that creates true impact in their lives. And marketers, as individuals, also need to undergo reinvention—and we’re finding that the individual reinvention is one of the hardest. It takes a true commitment to education, risk taking and stepping outside one’s comfort zone to kick off the marketers’ journey. Mobile, wearable tech, beacons…How do you see the digital and physical world converging in the future, and what will that mean for marketers? Zablan: It’s easy (and fun) to get caught up in the buzz of these new technologies, but when we get down to brass tacks, iBeacons, wearable tech, etc. become just another channel for brands to engage with consumers. The possibilities that iBeacons bring are certainly exciting—the ability for any brand to hyper-target a consumer as they’re inside a store and gather detailed analytics is fascinating. Even from an operations perspective, retailers can help understand, for example, where to allocate staff on the store floor during busy hours. But sophistication among these new technologies will still be key. iBeacons won’t help a brand if the marketing organization cannot formalize an effective mobile marketing strategy. This hyper-targeted experience also won’t be successful if the messaging is too personal or crosses the privacy line. Indeed while marketing is being reinvented by these intriguing new channels, continuing to understand the customer journey and having the right technology in place to collect data and influence marketing strategies will continue to be keys to success in the reinvention of marketing. Summit EMEA is all about reinvention. In what ways are you personally approaching reinvention—both at home and for Adobe? Zablan: As an American living in Europe for the past 5 years, reinventing the ways in which I approach my day-to-day life is nothing new! This change has been such an incredible experience for my family and me, but I think whether our reinvention is personal or professional, many of the same concepts apply. The products, so to speak, in our lives will change; the processes will be different; and the technologies we rely on will shift as a personal reinvention unfolds. But we have to get comfortable with being uncomfortable—with taking risks and with strategizing without sometimes fully understanding a situation. As an expat, I’ve also learned to keep an open mind to new opinions and methodologies—something that also applies directly to the personal journey of digital marketers. What are you looking forward to most at Summit? Zablan: I love and look forward to the customer and industry connections that occur at Summit. The event’s mission is to connect marketers across EMEA with peers and industry luminaries alike—to engage in a mass conversation about the “how’s” and “why’s” of marketing’s reinvention; to take a look, collectively, at our playbook and figure out next steps to arm for success in the digital age. At Adobe, we often say that while challenging, digital marketers thrive on this environment of constant change—and I’m excited to dive into this dynamic conversation at Summit.   If you are coming to Summit, safe travels and we look forward to seeing you there! If you haven't managed to get a ticket you can watch Summit live on your laptop of mobile by registering here. And, take part in the conversation with #AdobeSummit.   Author: Date Created:9 May 2014 Date Published: Headline:Mark Zablan, President of Adobe EMEA, on Marketing Reinvention & Adobe Summit Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/05/Adobe_Blog-Header-images_1640x920_11.jpg

Adobe Sum­mit is just days away (May 14–15, 2014) and the excite­ment is building!

Over the past days and weeks we have had the plea­sure of chat­ting to some of the speak­ers in advance of Sum­mit, such as: Justin (JC) Cogh­lan, Movem­ber; David Williams, ASOS; Michael Acton Smith, Mind Candy; Dr David Cox, Head­space; Will Hay­ward, Buz­zfeed; and Amber Ather­ton, My Flash Trash. Final­is­ing this series, we caught up with Mark Zablan, pres­i­dent of Adobe for Europe, Mid­dle East and Africa (EMEA) about mar­ket­ing rein­ven­tion — which will be a big theme at Sum­mit — what this means for mar­keters and for him personally.

 

Twitter_1000x1000_Mark-Zablan-2As head of Adobe EMEA, you talk to mar­keters every day about their needs for rein­ven­tion.  What are mar­keters’ biggest chal­lenges in mak­ing this transition?

Zablan: The cus­tomer jour­ney has shifted so dra­mat­i­cally com­pared to where it was just a few years ago—marketers’ chal­lenges are truly end­less. The good news is that as an indus­try, we’re rec­og­niz­ing the need for rein­ven­tion and dis­cussing it as a com­mu­nity. It’s now just a mat­ter of tak­ing the plunge and mak­ing key changes across the peo­ple, processes and prod­ucts in your organisation.

Today, no mat­ter what the cus­tomer is doing, whether online or off, they are leav­ing a foot­print. And the abil­ity for brands to get to know their con­sumers through one uni­fied view, to grasp one set of ana­lyt­ics, and for mar­ket­ing tech­nolo­gies to seam­lessly inte­grate to exist­ing legacy systems—these are major chal­lenges that Adobe is help­ing to solve.

In regard to con­tent, I’m hear­ing mar­keters strug­gle with the rein­ven­tion of their sto­ry­telling process, and how they can get a con­sis­tent, engag­ing mes­sage in front of con­sumers no mat­ter where they are. This in turn impacts the rein­ven­tion of a brand—taking your com­pany from an older, more tra­di­tional mar­ket­ing house to one that’s actively lis­ten­ing to con­sumer con­ver­sa­tions, engag­ing with them in real-time, and effec­tively build­ing a brand per­son­al­ity that cre­ates true impact in their lives.

And mar­keters, as indi­vid­u­als, also need to undergo reinvention—and we’re find­ing that the indi­vid­ual rein­ven­tion is one of the hard­est. It takes a true com­mit­ment to edu­ca­tion, risk tak­ing and step­ping out­side one’s com­fort zone to kick off the mar­keters’ journey.

Mobile, wear­able tech, beacons…How do you see the dig­i­tal and phys­i­cal world con­verg­ing in the future, and what will that mean for marketers?

Zablan: It’s easy (and fun) to get caught up in the buzz of these new tech­nolo­gies, but when we get down to brass tacks, iBea­cons, wear­able tech, etc. become just another chan­nel for brands to engage with consumers.

The pos­si­bil­i­ties that iBea­cons bring are cer­tainly exciting—the abil­ity for any brand to hyper-target a con­sumer as they’re inside a store and gather detailed ana­lyt­ics is fas­ci­nat­ing. Even from an oper­a­tions per­spec­tive, retail­ers can help under­stand, for exam­ple, where to allo­cate staff on the store floor dur­ing busy hours. But sophis­ti­ca­tion among these new tech­nolo­gies will still be key. iBea­cons won’t help a brand if the mar­ket­ing orga­ni­za­tion can­not for­mal­ize an effec­tive mobile mar­ket­ing strat­egy. This hyper-targeted expe­ri­ence also won’t be suc­cess­ful if the mes­sag­ing is too per­sonal or crosses the pri­vacy line. Indeed while mar­ket­ing is being rein­vented by these intrigu­ing new chan­nels, con­tin­u­ing to under­stand the cus­tomer jour­ney and hav­ing the right tech­nol­ogy in place to col­lect data and influ­ence mar­ket­ing strate­gies will con­tinue to be keys to suc­cess in the rein­ven­tion of marketing.

Sum­mit EMEA is all about rein­ven­tion. In what ways are you per­son­ally approach­ing reinvention—both at home and for Adobe?

Zablan: As an Amer­i­can liv­ing in Europe for the past 5 years, rein­vent­ing the ways in which I approach my day-to-day life is noth­ing new! This change has been such an incred­i­ble expe­ri­ence for my fam­ily and me, but I think whether our rein­ven­tion is per­sonal or pro­fes­sional, many of the same con­cepts apply. The prod­ucts, so to speak, in our lives will change; the processes will be dif­fer­ent; and the tech­nolo­gies we rely on will shift as a per­sonal rein­ven­tion unfolds. But we have to get com­fort­able with being uncomfortable—with tak­ing risks and with strate­giz­ing with­out some­times fully under­stand­ing a sit­u­a­tion. As an expat, I’ve also learned to keep an open mind to new opin­ions and methodologies—something that also applies directly to the per­sonal jour­ney of dig­i­tal marketers.

What are you look­ing for­ward to most at Summit?

Zablan: I love and look for­ward to the cus­tomer and indus­try con­nec­tions that occur at Sum­mit. The event’s mis­sion is to con­nect mar­keters across EMEA with peers and indus­try lumi­nar­ies alike—to engage in a mass con­ver­sa­tion about the “how’s” and “why’s” of marketing’s rein­ven­tion; to take a look, col­lec­tively, at our play­book and fig­ure out next steps to arm for suc­cess in the dig­i­tal age. At Adobe, we often say that while chal­leng­ing, dig­i­tal mar­keters thrive on this envi­ron­ment of con­stant change—and I’m excited to dive into this dynamic con­ver­sa­tion at Summit.

 

If you are com­ing to Sum­mit, safe trav­els and we look for­ward to see­ing you there! If you haven’t man­aged to get a ticket you can watch Sum­mit live on your lap­top of mobile by reg­is­ter­ing here. And, take part in the con­ver­sa­tion with #Adobe­Sum­mit.