Another year, another great dmexco experience with a lot of great moments. We, of course, were there with the Adobe stand (take a look), as well as with a number of sessions. First with Jean-Michel Pittet, Vice President Engineering, hosting an Elevator Speech on ‘Marketing beyond Marketing’. We also had Andreas Helios, Senior Group Manager Enterprise Marketing Central Europe, speaking on ‘Marketing in the Eye of the Tornado’. Finally, Karl Isaac, Head of Brand Strategy and Innovation led a session on ‘What a Brand wants’.
These are obvious highlights for us, but there was plenty more going on and we summarised what we think were the key highlights this year. It would be great to hear yours, let us know on Twitter @AdobeMktgCloud.
Customer experience is the new brand
Just before dmexco, we published a new blog post on how customer experience is the new brand and how the best brands define themselves by the experience they deliver across all channels.
Too much of what consumers do, how and where they do it, is now changing and it’s changing quickly. With the inevitable mobile revolution, which sparks the velocity at which consumers interact with brands, means that marketers have more opportunities to delight customers at every turn — as well as dissatisfy and disappoint. In short, there is a massive transformation happening in which customer experience has become the brand of your organisation and the best gauge of your success.
If you’re interested in reading more about how customer experience is the new brand, you may want to read John Travis’ blog post ‘Is Customer Experience the New Brand?’, as well as John Watton’s piece from our breakfast event ‘dmexco 2015: Building the Bridge Between the Customer and the Brand’.
— Marketing Cloud (@AdobeMktgCloud) September 17, 2015
Adobe unveils the industry’s most advanced programmatic advertising platform
Yesterday, Adobe announced the most advanced programmatic ad platform for advertisers and media publishers leveraging fully integrated solutions in Adobe Marketing Cloud. Powered by Adobe Media Optimizer, the new ‘self-service’ technology allows advertisers for the first time to take direct control of automated ad buying for search, display and social media across ad exchanges and media networks from key partners like Google, Facebook, Yahoo, Rubicon Project, Index Exchange and more.
If you want to know more about the future of programmatic advertising, read on the full announcement.
Customer experience is team play
Excellent customer experience is only achieved if silos are broken down and everyone across the organisation contributes. But according to the latest study, ‘Holistic Customer Experience in the Digital Age’ from analyst firm Pierre Audoin Consultants (PAC) that’s not what’s really happening across more than half of the companies surveyed. We discussed the report and where the opportunities lie for marketers who want to deliver the best customer experience at our thought leadership breakfast. Clearly there is room to work together.
If you want to learn more about the PAC study on customer experience, head over to Nicole Dufft’s overview blog post.
European marketers are tracking ROI on more channels than ever
We live in a multi-channel world and marketers need to adapt. We all know that. What was surprising (in a very good way) was the main finding from a recent Adobe Digital Index report, which showed that an ever-growing number of choices has left European marketers tracking an average of 10 channels, up 10% in the past two years and two channels more than their US counterparts.
If you want to learn more about this ADI report, CMO.com has the full coverage and results.
#dmexco Social Experience
All marketers love good insights, but the way in which you deliver those insights can make the experience much richer. With that in mind, we’ve set up an innovative way to engage with the top insights being shared at dmexco – we’ve created a mobile game that feeds from the entire event conversation and key insights, visualised through a big screen on the ground with which you can interact through your mobile phone!
Before and during dmexco, CMO.com provided full coverage of some of the key insights that were shared at the world’s biggest digital marketing conference. One of those pieces, ‘dmexco 2015: European Firms See CX As Strategic, But Only Half Have Strategy’, highlighted that over two-thirds of medium to large-sized companies across the UK, France and Germany feel that customer experience is a strategic issue for them, and that it’s being addressed by the top management of their company. But we also know that in order to achieve a great customer experience you need to break down organisational silos, and while a dedicated CX position can help streamline that process, the question remains: ‘Do New Job Titles Help Or Hinder Digital Transformation?’
On a more regional level, CMO.com covered a few interesting insights around the Russian market. In a nutshell, the Russian ecommerce opportunity is growing as shoppers move online – in fact, the Russian ecommerce market doubled from 2013 to 2015, which signals the great opportunities that lie ahead in this region. Speaking of opportunities, we all know how big mobile has become and will continue to be, but we can also all agree that there is still a long way to go before we deliver truly excellent, mobile-first customer experiences. CMO.com also has an insightful piece on that that will help you understand and tackle these challenges: ‘Trust, Creativity And Outdated Approaches Are Key Barriers To Mobile Ad Growth’.
With all this in mind, these are great times that we live in and marketers have more than enough reasons to feel excited about where the future of their industry lies. While this CMO.com article suggests that telling stories creates cultural problems for brands and agencies, that’s mainly due to the persistent (but important) debate about what truly constitutes a story and how do different technological elements feed into it. We’ll back AOL President Bob Lord’s insight on this one: “People have to understand how to tell a story, but they also have to understand the technology. Without tech support your stories will be very limited”. But beware: as UPLOAD Magazin highlighted in ‘The next 10 years of digital marketing — a survival guide for marketing in 2025’, in order to invent the future we need to beware of the ‘T‑Ford Effect’.
dmexco in a nutshell (or a couple)
To give you a better impression of what dmexco was about, we’ve also prepared a short video that covers the main highlights and especially the huge amount of energy that we saw this year.
And because social media was a big part of the dmexco experience, we’ve also collected some of our key moments in tweet form through a custom Twitter Collection.
If you were there, this will serve as a good reminder of the experience that dmexco 2015 was. If you weren’t, perhaps you’ll join us in 2016?