Posts tagged "digital marketing summit"

어도비 서밋 2014: 마케터들이여, 자기 혁신하라!

chris한국 어도비 시스템즈 디지털 마케팅 총괄 전무

 

 

 

 

 

지난 26일(한국시간) 미국 솔트레이크시티 솔트 팰리스 컨벤션 센터에서 개막한 2014 어도비 디지털 마케팅 서밋(Adobe Digital Marketing Summit)현장은 전 세계 33개국에서 6,500여 명의 마케팅 관계자들이 참석, 디지털 마케팅에 대한 관심과 에너지로 가득했습니다.

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‘마케팅의 재창조(The Reinvention of Marketing)’란 주제로 진행된 올해 서밋에는 디지털 퍼스트(Digital First) 전략을 취하고 있는 세계 유수 브랜들의 마케팅 대가들의 디지털 혁신 사례 뿐 아니라, 로버트 레드포드, 리처드 셔먼 등 디지털을 활용해 자신의 커리어와 역할을 재창조해 나간 유명인사들로부터 ‘자기 혁신’에 대한 영감도 얻을 수 있었습니다.

이번 서밋을 통해 발표한 ‘어도비 보고서(Digital Roadblock: Marketers Struggle to Reinvent Themselves)’에 따르면, 조사에 응한 마케팅 담당자 5명 중 2명(40%)이 스스로를 재창조하여 자기 혁신을 이루길 원하고 있으나, 이 중 14%만이 그 방법을 알고 있다고 답했습니다. 또한, 50%의 응답자가 이상적이고 성공적인 마케터가 되기 위해 더 큰 위험을 감수해야 한다고 응답한 반면, 65%의 응답자는 신기술 수용에 있어, 신기술이 주류가 되고 나서야 받아들이는 것이 더 편하다고 답해 이상과 현실의 간극을 보여주었습니다. 디지털로의 변화는 새로운 기술, 새로운 접근방식을 요구하고 있어, 대부분 마케팅 담당자에게 전혀 다른 역할을 수행하길 요구하고 있습니다. 좋은 소식은 이미 많은 마케터들이 이러한 변화를 잘 알고 있다는 점입니다. 이제 그러한 생각을 실행에 옮길 때입니다.

서밋 둘째 날 연사로 나선 명배우이자 영화감독 그리고 제작자인 로버트 레드포드는 자신이 설립한 선댄스 연구소 및 영화제의 진화를 통해 살펴 본 재창조에 관한 대담에서 이렇게 말했습니다.

“실패는 끝이 아닌, 여정의 한 과정이다. 위험을 회피하는 것이 바로 위험이다”

실패에 대한 두려움으로 거대한 디지털 시프트 물결 앞에서 주저하고 있습니까. 이제 자기혁신을 통해 디지털 시대가 요구하는 마케터로의 변화가 필요한 때입니다.

Adobe Summit 2014: The Reinvention of Marketers

Suzie Brady, Communications Manager, ANZ, Adobe Systems - @SuzieBrady1 LinkedIn

Winter returned to Salk Lake City on Day 2 of Summit, The Digital Marketing Conference, but no one cared because the program inside was the hottest ticket in town. Robert Redford was in the building and 7,000 delegates were bubbling with excitement.

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Waiting for Robert was made easy. Mike Rude, Managing Director of Customer Experience at FedEx, inspired the crowd with this energy and encouragement to embrace the technology we have invested in, and jump onboard before the ship departs. Mike urged marketers to take calculated risks and use technology to deliver better experiences for their customers – and enjoy the results.

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Richard Sherman is Cornerback with the Seattle Seahawks, part of the National Football League in the US. Coming from Australia, I have no idea what a Cornerback is, so I was mildly confused about what Richard was doing on stage at the world’s premiere digital marketing event. I didn’t have to wait long. Two months ago, Richard caused a social media sensation with a crazed TV interview after a match. It turns out Richard is a Stanford graduate with a degree in communications. Richard had a plan for his own brand and his crazy interview turned out to be his launch pad to stardom. Richard leveraged his notoriety to grow his Twitter following by over 600,000 in just two months; he’s also launched his own fashion line. At the same time, he’s raising awareness of the importance of education and encouraging us to take advantage of moments that are own launch pads to achieve our goals. Richard’s advice: have a plan, stick to that plan, ride through the bumps in the road, and take advantage of opportunities that come your way.  I still don’t know what a Cornerback is, but I’m now following Richard on Twitter (you can too – @Rsherman_25).

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John Bollen is from MGM Resorts and was next to take the stage on Day 2. John is MGM Resort’s Chief Digital Office, overseeing the company’s digital strategy across 19 resorts and a customer database of over 65 million. John explained the reinvention MGM is about to undertake. The business has been built on acquisitions and that means customer experience has been disjointed, with silos delivering the marketing campaign. MGM is embarking on a reinvention that will shift its strategy to a continuous, engaging experience for customers. John also introduced a new role – Chief Experience Manager, who is bringing the team together to execute the reinvention.

And finally, it was time for Robert Redford… Butch Cassidy and the Sundance Kid; The Candidate; The Way We Were; The Great Gatsby… the Sundance Film Festival…environmentalist, artist, entrepreneur, activist: a true Hollywood legend in our midst and he didn’t disappoint. At Summit, we hear a lot about the importance of data – what information do we have and how can we use it to deliver better experiences for customers. Robert reminded us that at the heart of everything we do is art and in turn, content. Without a beautiful, rich and exciting experience, our customers will never be engaged. The combination of art and science is key and exactly what sets Adobe apart.

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Robert inspired us to take risks and not to be afraid of failure. He said failure can propel us forward and that not taking a risk was actually a risk. Robert shared a story from his school days where a teacher encouraged him to tell stories through drawing and he said this inspired him to have the courage to be an artist. We all agreed his risk to become an artist has paid off.

Robert talked about the role of technology in film and said that art has a major role to play in new innovations. Art is at the centre of everything Robert has done over his decades as a leading actor, director, producer and film festival founder. His reinvention – or evolution as he prefers – was inspiring and it was a great thrill to have a true Hollywood star at Summit 2014.

Feeling inspired and looking to find out more? Stay tuned to this channel.

Also you could join us at the Adobe Symposium taking place in Sydney on 22 July and Singapore on 24 July – save the date now and follow us for more updates!

Adobe Summit 2014: The Reinvention of Marketing Part II

Minita Kumar, Manager, Corporate Communications, Adobe India – LinkedIn

Day 1, Session 1 – as I sit through the first day of my very first Digital Marketing conference, along with a record number of more than 6,500 marketers in this room, I quickly realize it gets more intriguing with every speaker. Shantanu Narayen, CEO, Adobe and Brad Rencher, SVP and GM, Adobe have some very special guests today on stage – there’s Jeff Titus of Audi, Brad Brown of REI and Julie Bornstein of Sephora who explore the reinvention of marketing. And along with them is also Yancey Strickler of Kickstarter, an absolute hit with the audience. They love comments such as “empathy is a primary driver of economic activity – a desire to be part of something bigger”, and this year, for every tweet that includes the #AdobeSummit hashtag during Yancey’s time on stage; Adobe pledges to donate $5 to the Kickstarter campaign for Scratch Jr.

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Each of these marketers on stage has some themes in common to share with us today. Of course, the customer is the center of everything they do, but today’s consumer needs to be related to on his own terms. Digital is a great enabler of this, and marketers are obviously taking steps to make sure they take full advantage of it. Mobile is another word heard often – it’s become bigger than ever and has so much power because it is personalized and location aware.

Brad Brown Senior Vice President, Digital Retail and Customer Support for REI, is an avid cyclist. He’s cycled at the Tour de France, and cycles to work every day, and leveraged his own lifestyle to realize how much today’s consumer has changed. Working with his team using the Adobe Marketing Cloud, he implemented an easier and significantly enhanced engagement with his consumers in the stores; integrated their digital and analog experiences for a richer experience. He and his team, as Brad put it, “are betting their careers on Adobe”. “In life it is important to take bets. But one should take bets when the odds are in one’s favor. With Adobe, the odds are in our favor,” he says.

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Jeff Titus, GM, Digital Technology Solutions and Strategy, Audi of America, is an accomplished guitarist and performs regularly on his one-of-a-kind harp guitars with some of the most respected acoustic musicians in the field. In his professional life, he is passionate about delivering innovation in the backend in real time. And Digital Marketing allows him to do just that for his customers. The Audi City – their compact urban cyberstore – is a fine example of this.

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With Harvard graduate Julie Bornstein, EVP, Chief Marketing and Digital Officer of Sephora on stage, it’s time for a woman’s perspective – a very important consumer group for marketers. A great case study indeed, Julie discusses how she and her team have transformed their in-store experience using digital. A partnership with Pantone has introduced Color IQ to Sephora stores, making women’s selection of foundation products easier by using digital technology to let them identify their own unique Pantone skin colour, and then keep data on their purchase history, color shades and everything else, within easy reach.

Don’t forget you could attend Adobe Symposium taking place in the APAC region, to be held in Sydney on 22 July and Singapore on 24 July – save the date!

Adobe Summit 2014: The Reinvention of Marketing

Michelle Gautrin, Senior Social Media Specialist, Digital Marketing APAC, Adobe Systems – @mgautrin LinkedIn

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6,500 marketers from 1,100 companies across 33 countries flocked into the Salt Lake Convention center yesterday for the first day of Adobe Summit, the biggest digital marketing conference in the world. The energy was palpable as the enormous main hall filled with brilliant minds and eager leaners. Some cool facts on the demographics for Summit 2014:

8 of 10 top internet retailers
5 of 5 leading media companies
9 of 10 top commercial banks
5 of 5 global auto manufacturers
64% of Fortune top 50 companies

To kick start the event, Adobe’s CEO Shantanu Narayen took to the stage to talk about reinvention – very appropriate, as he has led Adobe through a successful reinvention over recent years. To succeed in the digital era and meet expectations, companies must reinvent themselves and transform into a real-time customer enterprise, explained Shantanu. “At the end of the day, everything boils down to the customers. What do customers want? They want more. They expect more. And in the digital world, their tolerance for bad web experience is now extremely low, and expectations are high,” he said.

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Shantanu made an interesting point: the digital era is not the end of the creative effort but the beginning. He went even further to claim, “without creativity there is no inspired marketing strategies”. Creativity allows marketers to think outside the box, to reach our customers in innovative ways and engage with them. Adobe’s mission as a company has remained the same ‘changing the world through digital experiences’. Today, this means bringing the best of creative expression and digital insights through both the creative cloud and marketing cloud. Merging the two clouds together is where the magic happens; breaking down the barriers and turning businesses into marketing lead real time enterprise.

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There is never a dull moment when Brad Rencher, Adobe’s SVP of Digital Marketing presents. He continued with the theme of reinvention, talking about how digital marketing is accelerating at an alarming rate: digital trends are constantly popping up and marketers need to be equipped to respond to these changes. However, an ad hoc approach to marketing is not enough; we need to plan for the future. This is where ‘Real Time Enterprise’ comes into play; it allows us to move at the speed of digital while making sure every system is interconnected. Adobe Marketing Cloud was built with a unified vision – addressing all your marketing needs bottled into 6 key solutions.

In addition to the 6 Adobe Marketing Cloud solutions (Adobe Analytics, Adobe Campaign, Adobe Experience Manager, Adobe Media Optimizer, Adobe Social & Adobe Target), Adobe has taken it one step further with core services. Core services allows for a seamless working experience across all the solutions, ensuring that work done in any of the six major Adobe Marketing Cloud tools is now available everywhere instantly. It includes things like Profile Management, a one-of-a-kind in the industry which helps marketers harmonise their customer into one single actionable view. SAP

On top of all the excitement came another significant announcement: Adobe has signed an agreement to partner with SAP. Together, the Adobe Marketing Cloud and SAP HANA platform will enable companies to analyse huge data sets across various marketing channels and help engage customers in real time. You can read the full press releases here.

Stay tuned for more on the general session and Adobe Summit coming soon.

If you missed out on Adobe Summit, not to worry! You can catch the recording of the general session here.

Also you could attend Adobe Symposium closer to home, to be held in Sydney on 22 July and Singapore on 24 July – save the date!

Get Ready for Adobe Summit 2014: Bigger, Better & Bolder!

Digital marketers from across the world will fly into chilly Salt Lake City, Utah next week to gather for Adobe Summit. Hailed as the digital marketing conference of the year, Adobe is pulling out all the stops this year with a stellar line up of speakers including Seattle Seahawks’ Richard Sherman and iconic actor, director and Sundance founder Robert Redford.

The event closes with the always-anticipated Summit Sneak Peek – where delegates will get early looks at pre-release Adobe Tech innovations, and a few chuckles thrown in from host Eric Stonestreet of the hit TV show Modern Family. And wrapping up day two is our rocking Summit Bash where Grammy award winning Vampire Weekend will headline the show along with other amazing performances.

Every year Adobe raises the bar at Summit and this year will promises to be bigger, better and bolder with exciting new content, speakers and entertainment. Summit 2014 will definitely be an event to remember for the expected 5,000+ delegates, partners, customers, and media attending!

If you want to be part of it, there is still time to register.

Otherwise, stay tuned for ‘live’ daily blogs here on key takeaways from the sessions and more starting March 25. And follow the conversation virtually via the event hashtag #AdobeSummit