This week we’re delighted to join the biggest gathering of Europe’s marketing community at Advertising Week Europe (AWE) in London, of which Adobe is a proud partner.
This is an exciting but also challenging time for advertisers, as is evident by the range and depth of discussions at this year’s event.
For one thing, advertisers face an increasingly complex and fragmented media landscape. With legacy silos for media planning and buying across TV and digital, the massive proliferation of devices, and frightening amounts of data, advertising has become overly complex and even overwhelming.
The data challenge alone is huge. Today customers have high standards when it comes to brand interactions, and brands must deliver exceptional experiences at scale or risk losing customers to competitors. The big question is how they can harness the huge amounts of data resident in their organizations and make this data actionable across all customer touchpoints, in order to provide these experiences at scale. No small task.
Addressing these two challenges, we have some exciting news coming out of Adobe Summit in the US this week. Take some time to read about the launch of Adobe Advertising Cloud, which will help marketers better navigate the increasingly complex advertising landscape by unifying and streamlining the ad planning and buying process. And, together with Microsoft, we are also excited to announce the development of a new, open industry standard for marketing and sales data – a standard that will provide common language for this type of data so that brands can deliver digital experiences at scale.
Another point of discussion at AWE this week has been the role of marketers and CMOs. It’s a role that’s changing rapidly and enormously. We’re no longer brand architects; we’re an integral part of driving revenue, too. It’s essential that marketers grasp the plethora of technologies that are emerging. With digital transformation bringing constant change to our roles, marketing AI, driving intelligent cloud and championing customer experience will become integral.
Lastly, there’s the now perennial question of how marketing can marry art and science, data and emotion. Those in the advertising industry are all aware that emotive content is central to the way that people engage with their brand. But with organisations turning their heads to automation and efficiency, the question is whether we can create an emotional element. One key takeaway at AWE so far this week is that brands and agencies must use the technology that allows them to do both. For those who can tie the knot, the opportunities to offer targeted, emotive content both quickly and efficiently will be considerable.
Very excited to be at AWE this week – and watch this space as we report on more take-outs after the event.