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.