More than ever, I recognize the truth of Mark Twain’s famous quote, “when I was a boy of 14, my father was so ignorant I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learned in seven years.” You see, my son has reached the apathetic age of 14. According to him, I am neither funny nor terribly smart. Thankfully (again – according to my son) I provide an ample supply of food and access to a vast array of technology.
My son and his generation of ‘assumed network access’ are engaging and interacting in a very different way. While my wife and I still hurry to get our chores down by 9pm on Wednesday night, so we are ready to watch our favorite show, Modern Family, my son casually hits the DVR or slides out his multi-function, touch screen, always connected, “thing-a-ma-bob” and watches what he wants, when he wants, where he wants.
I, too, find myself slipping into this world. What with my laptop, BlackBerry and iPad, I am now motoring around the web, consuming content whenever and where ever I please. I ease my blackberry out of its holster with such ease and skill that even Wyatt Earp would be proud. But all of this trekking and traversing across the web has to make it hard for a marketer to target me, to find me, to inspire me to take action. I am not sitting in the living room during ‘prime time’, watching ‘must see TV’ anymore. I’m on the go.
Chief Marketing Officers clearly have a tough job. An ever increasing number of their customers are thriving, existing and lurking in the web. So, CMO’s need to find their customers – live where they live – and insert their message in a compelling and emotive manner. As media budgets continue to rotate to the web, today’s marketer must create, deliver and optimize campaigns that deliver results, increase revenue, enhance customer satisfaction and improve brand awareness – and that enthrall the customer. The customer experience is the heart; the life pulse of this movement. When I look at Adobe’s end-to-end assets, we are incredibly well positioned with our technology and our partnerships to help the CMO find me and pull me in. And if you desire to learn more about Adobe’s role in shaping customer interactions and conversations, then please join us in New York on August 24th and 25th. We have a rockin’ event planned and would love to see you there: http://engagewithadobe.com/welcome.html