Today in London we kicked off Adobe Summit EMEA, our annual digital marketing conference which attracts over 5000 marketing and IT Pros from across the region. Summit is now one of the largest conferences of its kind in Europe and we’re excited to join some of the industry’s leading luminaries to discuss the latest trends in digital marketing and the future of our industry.
Every aspect of a company’s business, from operations and marketing to infrastructure, is now impacted by Digital. Digital is also empowering consumers, and raising their expectations, like never before. In this new world, leading businesses understand that delivering exceptional customer experiences is critical to creating long-term relationships with customers. Brands are, in effect, no longer just in the business of delivering products or services – they are in the business of delivering experiences. Customer experiences differentiate market leaders from laggards.
Summit this week will be all about the impact of this transformation on businesses. As well as showing off some of the latest innovations of the Adobe Experience Cloud, the conference will play stage to several big names in business and entertainment—among them the actor Colin Firth and ex-Premier League footballer Frank Lampard—who will share how digital has impacted their personal brands and careers. We’ll also be hearing first hand from some of the industry’s top brands on their own journeys to become Experience Businesses. Speakers include Dr Rainer Feurer, senior vice president of BMW Group; Nick Drake, senior vice president of Digital at T-Mobile; and James Sommerville, VP of Global Design at The Coca-Cola Company.
In this new era of the “Experience Business”, the single biggest challenge for businesses is how to harness vast amounts of data and content to personalize customer experiences, and doing this at scale: For enterprises this requires more than incremental change; it takes a fundamental rethink of their whole business, both organizationally and technologically.
At Adobe, much of the work you’re seeing us do on our Experience Cloud platform is designed to solve precisely this challenge for customers. This is underpinned by three main efforts: Creating a unified technology environment for both content and data across the platform (everything needs to speak one language!); investing in AI and machine learning (Adobe Sensei) right across the platform; and opening our platform to others to build on and innovate. All of this is powerful because it means creating an exponential ability for our customers to scale the delivery of experiences across customer touchpoints.
At US Summit we recently announced a series of advancements to our Cloud Platform along these lines. And at Summit EMEA we will be introducing some more. These include new integrations across Marketing Cloud and Creative clouds that enable marketers to better search, orchestrate and manage content (including the great new integration of Adobe Dreamweaver and Adobe campaign); the commercial availability of Fluid Experiences, a Sensei-powered capability that helps marketers surface the right content just when and how a customer needs it (and which we’ll be showing off at our Retail Experience Area at Summit this week – come and check it out); and a great new capability in Analytics Cloud called Virtual Analyst, which uses machine learning to continually analyze customer data and alerts marketers when there are significant changes—or ‘anomalies’—in the data so that they can easily adjust campaigns.
Following the unveil of Adobe Advertising Cloud in March, this week at Summit we’ll also be continuing our conversation on advertising – including how we can help bring down traditional silos in media planning between TV and digital, and how this is panning out in Europe. We’ll also be releasing the results of our ADI State of Digital Advertising report, which examines trends in digital advertising investment and consumption in Western Europe based on a survey of 1000+ consumers and 300 marketers. One of its most interesting findings is that, while only one-third of European consumers believe advertisers have improved their ability to deliver compelling ads in the last two years, there is surprisingly high consumer appetite for ad personalization: More than half of millennial consumers express preference for content that is tailored to their interests. Personalization remains a huge opportunity for brands to drive brand loyalty in Europe.
And of course, Summit would not be Summit without us showing off our new technology “Sneaks”. At our dedicated “Summit Sneaks” session on Thursday, we’ll be previewing (as a first for our European audiences) new technology in areas including AI, VR and IoT. Sneaks offer our Summit audience an unprecedented – and entertaining – look into the future, showing brands how they can reimagine their current customer experiences and business processes. If you can’t make it, then follow along on the livestream: https://summit.adobe.com/emea/
The next decade will bring even more disruptive changes in how brands create, immerse and engage their customers in their experiences. In this future, brands will have to adapt to an era of true ‘experience mobility’ – one where highly personalized experiences are contextually aware and delivered in real-time, regardless of the device, time or location. From a technology perspective we’re readying ourselves for this future, as we’ll be showing at Summit this week. We’re only just getting started!