Adobe Digital Dialogue

The Experience Evolution

It’s the dilem­ma faced by every mar­ket­ing pro­fes­sion­al: cus­tomers are in con­trol, and data is the key to know­ing what they want and where they want to go.

Every cus­tomer inter­ac­tion cre­ates data. That’s mil­lions of points of data gen­er­at­ed for every brand every day.

This data tells us what our cus­tomers want, but with so much data gen­er­at­ed at every moment of every day, we need a way to pin­point what is impor­tant, where it is, and how to use it.

It is no longer enough to sim­plis­ti­cal­ly seg­ment your audi­ence using demo­graph­ics, every mar­ket­ing pro­fes­sion­al needs to drill down into their indi­vid­ual real-time jour­neys.

We need to show them we are Expe­ri­ence Busi­ness­es – by using data to put peo­ple first.

The chal­lenge for brands in this dig­i­tal age is how to sus­tain an ongo­ing trans­for­ma­tion to ensure cus­tomer expe­ri­ence is at the fore­front of every­thing they do.

Cus­tomers today are cre­at­ing and con­sum­ing more con­tent than ever before, they are reach­ing out and touch­ing brands, and their expec­ta­tions rise with each and every inter­ac­tion. As a con­se­quence, cre­ators and brands need to evolve how they deliv­er com­pelling, con­sis­tent and per­son­alised expe­ri­ences, or fall behind.

The impe­tus to make this hap­pen has been placed square­ly on the shoul­ders of mar­keters. Mar­keters are no longer periph­er­al to busi­ness. Mar­ket­ing is no longer about gut-feel­ing alone and long-wind­ed reports, it is based on deep data, real-time analy­sis and con­stant evo­lu­tion.

While swim­ming in a vast sea of cus­tomer data, mar­keters need an intu­itive sense of how the cur­rents are run­ning, as well as a deep tech­ni­cal knowl­edge of where and how the tide is ris­ing and falling.

It is this com­bi­na­tion of empa­thy and analy­sis that turns a good mar­keter into a great mar­keter.

Great mar­keters don’t make mes­sages. Great mar­keters cre­ate Expe­ri­ences. They have a deep under­stand­ing of their customer’s jour­ney, and are present at every touch­point to devel­op and deliv­er an expe­ri­ence which is rel­e­vant, delight­ful and time­ly. These expe­ri­ences occur in the lan­guage cus­tomers expect and warm to, using tai­lored mes­sag­ing across all devices and plat­forms their cus­tomers use.

The chal­lenge is vast, but there are ways through if the focus is on cre­at­ing an expe­ri­ence. Adobe Sym­po­sium 2017 will focus on what great expe­ri­ences are, how they are made, how they are deliv­ered and, impor­tant­ly, how they are mea­sured.

We have trans­formed, we are expe­ri­ence mak­ers, and we are prepar­ing our brands for the next phase of the expe­ri­ence evo­lu­tion.

Join us this May when more than 2000 busi­ness lead­ers, mar­ket­ing pro­fes­sion­als and tech experts will come togeth­er at Adobe Sym­po­sium 2017 to dis­cov­er how any busi­ness can become an Expe­ri­ence Busi­ness with the right cre­ative and mar­ket­ing tools.

Reg­is­ter today!

Customer Experience, Digital Marketing

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