Day 2 at #AdobeSummit

Emma Wilkinson

May 17, 2012

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Yesterday Adobe customers and partners, speakers and delegates descended on Battersea Park in London for day two of Adobe’s Digital Marketing Summit – which got started literally with a bang!

The Digital Future

Computers, TV’s and minds where blown by the future casting of Nils Muller, during the opening keynote, in which Muller took the audience on a time travelling journey to 2021. He explored the “web of things” – when technology takes on a social life of its own, and further on into the age of connectedness, when all human experiences may one day be augmented by digital technology and data, including contact lenses that recognise faces (and pull in social network updates!) to communication technology controlled entirely by the user’s thoughts!

Behind The Scenes @

Once the audience was transported back to the present day, they had a chance to go behind the scenes of – with a fascinating presentation of how personalisation, content and optimisation have helped the make the most out of every visitor. The team behind the site run 8-10 tests every week, changing up style and content to find the perfect mix.

Throughout the day, seminars and breakouts took delegates into the depths of web experience management, social, mobile, privacy and personalisation – wrestling with the big issues of marketing in the age of the “digital self” (for more on that check out our blog wrap up from yesterday!).

The Future Of Digital Publishing

Delegates in the digital publishing track heard from Condé Nast, who have sold over 250,000 versions of their print magazines as digital versions, across titles such as Wired and Vanity Fair. Jamie Bill from Condé Nast walked through his vision of the future for digital publishing and magazines. He believes “a magazine is no longer a printed product – it is a brand”, something which the CN team are trying to support across all their titles, with social media content, online extras and tablet editions.

The day wrapped up with some exclusive sneak peeks of what’s coming soon to Adobe Digital Marketing Suite which we be sharing with you here on the blog soon, so stay tuned! You can keep up with all the reactions from Summit by following @AdobeUK and @AdobeSummit and join the conversation by leaving your comments here or on Twitter using #AdobeSummit.

Day 1 @AdobeSummit

Emma Wilkinson

May 16, 2012

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With over 1,700 attendees packing out the halls and pavilions in Battersea Park, seminars and workshops at every turn and an amazing line up of inspiring keynotes, the first day of Adobe’s Digital Marketing Summit 2012 was pretty hard to sum up – but we’ve given it a go…

A picture of the future of Digital Marketing

Kicking off the day, Adobe’s SVP Brad Rencher presented Adobe’s vision of the “Digital Self” – he examined the way that our digital signals, created by hundred of social actions, check ins, live streams and status updates, are creating a wealth of data that marketers can use to bring a deeply personal experience to customers.

“It’s not just about rows in spreadsheets but about real people who have real needs” – Brad Rencher, Adobe SVP Digital Marketing

Brad also spoke about the need for marketers to become more savvy when it comes to understanding this data. He emphasised that consumers are starting to wake up to personalisation and what it means for them, and in the future they will demand it. The message for marketers is clear: be prepared.

Privacy vs. personalisation

Among the many session streams on offer throughout the day, many were drawn to the fascinating discussion in the London 2012 room, chaired by the UK’s Digital Champion, Martha Lane Fox. Martha led a panel discussion, looking at the balancing act that consumers, regulators and marketers are all concerned about at the moment – that of personalisation and privacy.

Dave Evans from the Information Commissioners Office (ICO), who has been dealing with the recent EU ePrivacy Directive which will affect all websites using cookies from the end of May 2012. One hot topic of conversation was around how marketers will be affected by the changes, in particular how to know where the boundaries are between using customer data to help personalise experiences, without intruding into personal privacy, commenting on the issue Evans said,  “We need companies to test the limits of personalisation and privacy in order to move forward”.

Getting in a Huff about sleep and connectivity

The highlight of the day was a fascinating closing keynote from founder of the Huffington Post – Arianna Huffington. Since launching the “HuffPo” seven years ago, Arianna and her team have seen massive changes in the worlds of online journalism, blogging and user generated content – changes that they have been a major catalyst of, primarily through their open approach to allowing reader interaction and input across the site.

She spoke about the Huffington Post’s “nap” rooms – rooms on site at the website’s offices where employees can recharge. She herself is a big advocate for getting enough sleep and taking “digital retreats” where no technology is allowed – something which for many in the room was a challenging concept, we’re sure!

Keep track of all the #AdobeSummit news

The Summit has continued today and we will give you a full wrap up in tomorrow’s blog – for now, keep track of all the news, announcements, gossip and much more by following @AdobeSummit  and @AdobeUK on Twitter or track the #AdobeSummit tag for updates from attendees.

Adobe Digital Marketing EMEA Summit – all you need to know!

Emma Wilkinson

May 10, 2012

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Next week, it’s the Adobe Digital Marketing EMEA Summit… and we wanted to tell you a little more about it.

Web analysts, digital marketers, advertisers, publishers and content strategists will all be gathering at Battersea Park in London to discuss and share insights about digital marketing and get a glimpse into future trends from industry leaders.

Over the two days (15th – 16th May) we’ll be covering everything from analytics, personalisation and advertising to WEM, social and mobile – so there will be lots for everyone to discuss long after the Summit has ended. We’re also very excited to announce that our keynote speech comes from Arianna Huffington, one of Time Magazine’s 100 most influential people in the world.

Registration is now closed, but you can stay connected with us throughout on social media. Follow our official Adobe Summit and Adobe UK Twitter feeds to keep tabs on breaking conference news, highlights and insights. And don’t forget to follow the official Summit hashtag – #AdobeSummit – to view the community chatter about the conference.

PLUS! If you haven’t been able to make it to Summit, you can still check out the live streaming of the event keynote, by Adobe SVP Brad Rencher and special very guests.

We’ll see you there! #AdobeSummit

Tablet revolution set to boom

Emma Wilkinson

May 02, 2012

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Adobe Creative Cloud Tablet It appears that our love for technology and gadgets continues to be insatiable despite the economic gloom. According to a recent Forrester report, 375 million tablet devices will be sold in 2016 and an incredible 760 million tablets will be in use… perhaps give or take one or two! E-readers aren’t far behind either, with IDC estimating that the market in EMEA more than doubled last year. Whether it is the technology driving the demand, or demand driving the technology, one thing is clear, the digital landscape is evolving and so too is the way in which we interact with brands.

With the future of digital heavily featuring tablets in all their forms, it’s more important than ever that brands work out how to respond. This might mean a tablet-friendly site that uses video and interactive content whilst creating exclusive tablet magazine editions, as adopted by Vanity Fair amongst others.

Tablet Growth Graph Forrester

Source: Frank Gillett, Forrester

Only by doing so will brands keep pace with consumer demand. As shown by the explosion in tablets, we have changed the way we shop, the way we work and the way we communicate. We aren’t content with static IT anymore, we want flexibility, accessibility and speed. We want to shop on the bus, pay our bills from our phones and we want to update Facebook whilst we’re making our breakfast. Only by meeting these demands will brands succeed in the future.

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

Mobile Search Spend Up: Adobe Digital Index Report

Emma Wilkinson

April 30, 2012

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We recently revealed the findings of our third Digital Index Report which shows that digital advertising continues its rapid growth across all channels.

Jonathan Beeston, our director for new product innovation, believes that the latest findings indicate social is on the rise and an important channel in the UK, however search is still the key driver of digital marketing ROI. He says: “With the emergence of tablets, mobile creates a new opportunity for search investment with efficiency gains to marketers overall program, at least in the short-term. This is really reflected in the UK with mobile spend now accounting for 11 percent of all search spend.”

During Q1 2012 mobile spend on search grew by 250 percent YoY in the UK as traffic on mobile devices, specifically tablets, increased four-fold. Mobile spend now accounts for 11 percent of all search spend in the UK (higher than in the US which accounts for eight percent) while tablets alone assume 4.25 percent of total search spend. Mobile devices and tablets are lower cost channels and ultimately contributed to Google’s Cost Per Click (CPC) decline of five percent YoY.

By the end of 2012 it’s predicted that tablet and mobile spend will make up 15 to 20 percent of all search spend. Indeed, investments in tablet advertising will grow as the number of users rapidly increases. Conversion rates on mobile devices are comparable to desktop performance even though mobile CPCs are 30 percent lower. Furthermore, current trends indicate that tablets may cannibalise smartphone and desktop search spend as investments continue to shift to tablets.

Another key trend highlighted in the report is the growing spend on social, particularly within Facebook. Indeed, spend on Facebook increased by 93% YOY, which on a relative basis represents 3% to 5% of search spend proving it continues to be a strong market.

For more info check out our Digital Index Infographic below.


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