Today I went to a conference with a magician, a wizard, and someone who calls himself ‘the dude’.
More than 7,000 people from 44 countries braved the cold and dark of a Salt Lake City morning to squeeze into Salt Palace Convention Centre for the 2015 Adobe Summit. Brad Rencher absorbed the energy of the masses and burst on stage in his most charismatic Summit performance yet. ‘Reinvention is a journey’ is the theme this year and the magnitude of transformation, and the opportunities it presents, were laid out before us. We were urged to understand that marketing has moved beyond what we once imagined it to be.
Brad told us that customer experience has become the brand of our organisations, and that marketing is the epicenter of transformation. He said consistent and continuous marketing is the future and brands have a responsibility to deliver the best experiences for their customers. No business can afford to lean back and rest on their laurels, customers and technology are changing and that means organisations need to re-imagine how they organize and pivot to their customer’s needs.
Coca-Cola’s CDO Lorie Buckingham talked to us about creating happiness experiences. I like Diet Coke but I’m not sure it makes me happy… and then Lorie started talking liquid and linked experiences. The possibility of interactive coke machines delivering a unique experience to customers wherever they are in the world. A huggable coke machine? A coke machine that provides a common but new experience at each interaction? OK, I think that’s a happiness experience.
For an Adobe tragic, Starwood’s Chris Norton made the assessment about marketing that resonated strongly. He said brands can’t create good experiences by picking off point products from different providers – you have to have an integrated marketing cloud. Just after that, Brad announced two new solutions within the Adobe Marketing Cloud – Adobe Primetime and Adobe Audience Manager. The leading marketing cloud just got a whole lot better!
Lauren Bush Lauren inspired the crowd with her story of giving back. Lauren’s FEED Projects have provided over 87million meals to people in need around the world. And after today that number will jump as Adobe promised to donate 10 meals for every tweet mentioning #tweet2feed.
We finished the day with author Michael Lewis who inspired us in other ways with quotes like: ‘Tech bubbles have pleasant side effects’, ‘I was expected to write something for free, everyday, for Facebook’, and ‘You don’t have to be stupid to play baseball, but it’s not a disadvantage’. It was a hilarious end to an incredible start to Summit 2015.
I’m not sure what ‘the dude’ made of it all, but I’m sure the magician and the wizard were inspired.