Scaling the Summit – Day One

5,000 Digital Marketers invade Utah for Adobe’s Digital Marketing Summit

Salt Palace Convention Center

Salt Palace Convention Center

From March 6th to 8th, 5,000 digital marketers, a world record holder, a Grammy nominated band, the world’s leading marketing experts, an innovative educator, the creative genius behind Portlandia and an American Idol descended upon Salt Lake City, Utah for the Adobe Digital Marketing Summit.

Day 1

In what seemed more akin to a concert than a conference with its light show and atmospheric music, Adobe’s opening keynote kicked off the Summit with a bang unveiling the latest evolution of Adobe’s Marketing Cloud. The unveiling and subsequent ‘Mega-Demo’, showcased Adobe’s work in refining the 24 marketing products its acquired in the last two years into five web-based solutions meant to streamline processes and enable greater collaboration: Adobe Analytics, Adobe Social, Adobe Media Optimizer, Adobe Target and Adobe Experience Manager.



The latter – Adobe Experience Manager – effectively acting as a bridge between the Creative Cloud and the Marketing Cloud. It allows both marketers and creatives access to manage data about websites and digital campaigns and make changes on the fly from the cloud.

Immediately following the opening keynote, press and analysts were greeted to a briefing with Adobe’s Senior Leadership Team: Brad Rencher, SVP and General Manager, Digital Marketing; Shantanu Narayen, President and CEO; and Ann Lewnes, SVP and CMO.  The panel discussed everything from the launch of the Marketing Cloud to the company’s future acquisition plans to their infamous Monday Morning meetings.


After a short break, Ann Lewnes quickly switched gears from the responder to the one posing the questions as moderator of Adobe’s Marketing Leaders panel.


Joining Ann on stage were marketing leaders from American Eagle, Conde Nast, Time Warner Cable and Forrester Research.   Each panelist discussed the unique marketing challenges of their respective industries and how they are overcoming them. Christopher Reynolds, VP, Marketing Analytics, Conde Nast discussed the opportunities and hurdles of digital publishing, specifically the level of customization needed to optimize content for the plethora of mobile and tablet platforms. Rob Roy, VP and General Manager, eCommerce & Interactive Marketing, Time Warner Cable, discussed how companies shouldn’t be afraid to explore and test marketing strategies on burgeoning technologies like. Smart TV’s.


The rest of the afternoon was dedicated to breakout sessions, where marketers had the chance to learn about the latest and greatest tips and tricks around Digital Analytics, Web Experience Management, Digital Advertising, Targeting and Optimization, Social Marketing, and Marketing Innovations.

The first day officially wrapped with a spirited speech from Adam Bain, President of Global Revenue, Twitter. Adam discussed the importance of analytics and the company’s future plans to help broadcasters learn more about how consumers are engaging with shows and ads on Twitter.


As the sun set on the first day, the Summit formally made the transition from conference to concert with the Summit Bash.  With glow sticks in hand, black light graffiti decor setting the tone, food stations creating an irresistible aroma and no shortage of bars, 5,000 digital marketing revelers converged on the convention centre’s western most point as the Grammy nominated band, The Black Keys, took to the stage.

From the first keynote to the Black Keys encore and all of the glow sticks in-between, day one of the Summit was truly a celebration. 5,000 marketers helped celebrate the growth and relevance of the digital marketing industry and the role of the CMO, the value of analytics and the culmination of years of hard work in Adobe’s Marketing Cloud.

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