Connecting All Channels into a Consistent Experience: The Cross-Channel Marketing Track at Adobe Summit

Today’s con­sumers are dig­i­tal­ly empow­ered, and they want it all. Whether online or offline, they demand seam­less, per­son­alised experiences—no small feat for any brand to achieve. In sec­onds, they can research a brand and make an informed deci­sion about a pur­chase. The only effec­tive way to exceed con­sumers’ sky­rock­et­ing expec­ta­tions is to meet every cus­tomer with a rel­e­vant mes­sage, at the exact moment they want it most. But as we all know, most brands fall far short of this goal. Many cus­tomer expe­ri­ences are bro­ken. Mes­sages aren’t inte­grat­ed. Crit­i­cal data is frag­ment­ed. And mar­keters lack a cen­tralised place to man­age it all.

The good news is that Adobe excels at help­ing brands con­nect all their chan­nels into a sin­gle, con­sis­tent, com­pelling cus­tomer expe­ri­ence. Through­out the Cross-Chan­nel Mar­ket­ing track at this year’s Adobe Sum­mit EMEA, Adobe experts and indus­try peers will explore how to obtain a com­plete view of every cus­tomer through real-time engage­ment met­rics and opti­mi­sa­tion tools, so you can act on deep insights to deliv­er per­son­alised expe­ri­ences to each cus­tomer, at the right moments, through mul­ti­ple channels—while speak­ing with one uni­fied voice.

Here are the ses­sions I’m most excit­ed about in the Cross-Chan­nel Mar­ket­ing Track at this year’s Sum­mit.

CCM5: Achieve Per­son­al­i­sa­tion at Scale with Adobe Cam­paign

Your cus­tomers expect deeply per­son­alised and rel­e­vant expe­ri­ences across chan­nels. They see beyond super­fi­cial “insert name here” tac­tics. Whether you’re per­son­al­is­ing an email, a dynam­ic land­ing page, or mobile noti­fi­ca­tions, you need to cre­ate tai­lored, one-to-one expe­ri­ences. This ses­sion will explain how to do this at scale using Adobe Campaign’s inbound and out­bound per­son­al­i­sa­tion capa­bil­i­ties to send rel­e­vant, con­sis­tent com­mu­ni­ca­tion across chan­nels, and cre­ate a sin­gle cam­paign with hun­dreds to thou­sands of vari­a­tions to help you meet indi­vid­ual expec­ta­tions. 

CCM7: Advanced Tips and Tricks for Becom­ing an Adobe Cam­paign Con­nois­seur

As the uni­verse of chan­nels, touch­points, and devices con­tin­ues to expand, cross-chan­nel mar­ket­ing grows more com­plex. In this advanced ses­sion, cross-chan­nel mar­keters and cam­paign man­agers who are pro­fi­cient in cam­paign man­age­ment and dig­i­tal mar­ket­ing will learn new tips and tricks for using Adobe Cam­paign v6. They’ll dis­cov­er how to max­imise their invest­ment through prac­ti­cal point­ers they can use right away in their cur­rent imple­men­ta­tions. We’ll explore A/B test­ing, form posts to WebApps/JSSP, trig­gers between Adobe Ana­lyt­ics, Adobe Cam­paign, and the Expe­ri­ence Cloud Core Ser­vices; offer inte­gra­tions in Mes­sage Cen­ter; and many more help­ful tools.

CCM3: Beyond Buzz­wor­thySky Uni­fies Mar­ket­ing and Ad Tech with Adobe Expe­ri­ence Cloud

This ses­sion will explain how to take advan­tage of data-dri­ven mar­ket­ing oppor­tu­ni­ties across dig­i­tal and offline chan­nels using inte­gra­tions between Adobe Audi­ence Man­ag­er and Adobe Cam­paign. The com­bi­na­tion of anony­mous con­sumer insights with known, authen­ti­cat­ed cus­tomer rela­tion­ship man­age­ment (CRM) data and per­son­al­ly iden­ti­fi­able infor­ma­tion (PII), enables deliv­ery of the ide­al expe­ri­ence to every cus­tomer at every stage of the cus­tomer jour­ney. In the ses­sion, mar­keters from Sky will explore how Adobe Expe­ri­ence Cloud sup­ports mar­ket­ing and ad tech, and show how they used pre­sub­scribe behav­iours to fuel in-life rec­om­men­da­tions.

CCM4: Ampli­fon—Hear­ing Their Cus­tomers to Deliv­er Tomorrow’s Opti­mised Cus­tomer Jour­ney, Today

Ampli­fon, a lead­ing hear­ing-aid provider, want­ed to stay rel­e­vant and val­ued in a world trans­formed by dig­i­tal. With cus­tomers increas­ing­ly con­nect­ed, Ampli­fon had to reimag­ine cus­tomer engage­ment, from tra­di­tion­al TV ads, direct mail, and 9,000 hear­ing cen­tres to an entire cross-chan­nel ecosys­tem. In this ses­sion, Amplifon’s mar­keters will explain how they iden­ti­fied oppor­tu­ni­ties to excel in the dig­i­tal are­na, set stan­dards across ter­ri­to­ries and organ­i­sa­tion­al func­tions, redesigned their data mod­el based on a thor­ough review of each step of a customer’s jour­ney, and inte­grat­ed Adobe Cam­paign with Adobe Mar­ket­ing Cloud solu­tions to orches­trate phys­i­cal and dig­i­tal touch­points.

CCM1: Adobe Campaign’s Lat­est and Great­est Prod­uct Inno­va­tions

Adobe Cam­paign is con­stant­ly evolv­ing to antic­i­pate our cus­tomers’ needs. We were the first to man­age cam­paigns across email and direct mail. The first to per­son­alise one-to-one push noti­fi­ca­tions. And the first to per­son­alise mes­sag­ing app com­mu­ni­ca­tions. This ses­sion will unveil the next “firsts” for Adobe Cam­paign, includ­ing key trends in cross-chan­nel mar­ket­ing that inspired inno­va­tions, recent­ly added chan­nels and fea­tures, and inno­v­a­tive use cas­es and inte­gra­tions with the Adobe Expe­ri­ence Cloud.

CCM5: Achieve Per­son­al­i­sa­tion at Scale with Adobe Cam­paign

Your cus­tomers expect deeply per­son­alised and rel­e­vant expe­ri­ences across chan­nels. They see beyond super­fi­cial “insert name here” tac­tics. Whether you’re per­son­al­is­ing an email, a dynam­ic land­ing page, or mobile noti­fi­ca­tions, you need to cre­ate tai­lored, one-to-one expe­ri­ences. This ses­sion will explain how to do this at scale using Adobe Campaign’s inbound and out­bound per­son­al­i­sa­tion capa­bil­i­ties to send rel­e­vant, con­sis­tent com­mu­ni­ca­tion across chan­nels, and cre­ate a sin­gle cam­paign with hun­dreds to thou­sands of vari­a­tions to meet indi­vid­ual expec­ta­tions.

We look for­ward to see­ing you at Adobe Sum­mit EMEA 2017, and if you haven’t reg­is­tered to attend, there’s still time. Just click here to find out about all the oth­er excit­ing events hap­pen­ing at this year’s Sum­mit.

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