What do those clicks mean?

Note: This post is cross-posted from Mike Dillon’s personal blog

I’m a year into joining Adobe. Twelve months that are a blur. Colleagues and friends frequently ask me what’s surprising about the company and my immediate response is: the innovation. Adobe has entire businesses that were little known to me before I joined. One of those is the Adobe Marketing Cloud.

Ever since, UCLA Prof. Leonard Kleinrock sent the first message over ARPAnet, the growth of the internet and digitization of information have driven tectonic shifts in society. If you doubt this, try to remember the last time you visited a record shop or a bookstore.

This shift is illustrated by the accelerating transition from traditional forms of marketing and advertising (newspapers, magazines, television, radio) to digital (web based). The Adobe Marketing Cloud supports this move to digital by allowing online businesses to understand and anticipate what individual consumers want – on a website, Facebook, Twitter or wherever they are. These businesses can then use this platform to assemble photographs, text, pricing and other information in less than a nanosecond to deliver a personalized and highly relevant experience for consumers resulting in increased sales and customer satisfaction.

For the consumer this personalization of digital marketing and advertising means a more relevant experience. (As a lover of America’s Pastime, I am constantly bombarded with marketing messages about any number of MLB teams – but there’s only one that I am interested in – and which matters.) As a result, consumers waste less time reading (or deleting)  irrelevant advertisements. This shift to digital marketing also allows for a two-way conversation enabling consumers to provide insights back to businesses so that companies can improve their products and services. All these are benefits that are difficult to achieve with static print advertising.

Like other Internet-driven transformations, understanding the world of digital marketing can at times be difficult to understand. Luckily, there’s a nice video that explains in in better detail. (Trust me you’ll enjoy it.)

Mike Dillon, Executive Vice President, General Counsel and Corporate Secretary

Mike is anything but your typical general counsel. His distaste for acronym use and “legalese” drove him to rewrite Adobe’s contracts to plain English and develop a whole new writing style guide for the legal community. He oversees legal affairs, public policy, and compliance interests by day, but outside the office, he’s an avid blogger, writer, and adventurist. Given his love for writing, it may come as no surprise that Mike received bachelor’s degrees in communications and sociology from UC San Diego before getting his juris doctor degree from Santa Clara University. If Mike were not at Adobe, he’d like to be playing second baseman for the Oakland A’s.

Mike Dillon, Executive Vice President, General Counsel and Corporate Secretary