Become an Experience Business at Adobe Summit EMEA 2017

I’ve been lucky enough to live all over the world: Tokyo, Hong Kong, San Fran­cis­co, New York and now Lon­don. I’ve seen the dif­fer­ent lev­els of matu­ri­ty, speed, expo­sure, engage­ment, and intent of dig­i­tal trans­for­ma­tion in dif­fer­ent mar­kets.

What I’m most impressed with in Europe is the focus on dig­i­tal across every sin­gle ver­ti­cal. I see tremen­dous momen­tum in this part of the world—this is the great news. The bad news is, it’s going to be a tough race. If brands don’t keep up, they will sim­ply be left behind.

Cus­tomer expe­ri­ence is about attach­ment, loy­al­ty, rela­tion­ship, val­ue, and rel­e­vance. But while great expe­ri­ences are easy to talk about, they’re hard to deliv­er, and even hard­er to main­tain con­sis­tent­ly.

That’s why our mis­sion at Adobe is to change the world through dig­i­tal expe­ri­ences.

Expe­ri­ence-focused tech­nol­o­gy

In today’s world, dig­i­tal expe­ri­ences are one and the same with cus­tomer expe­ri­ences. Ide­al­ly, these expe­ri­ences should be per­son­al, engag­ing, and real-time. But if they’re not, then all the bits and bytes of tech­nol­o­gy are for noth­ing.

This is one of the major chal­lenges we’ll be address­ing at Adobe Sum­mit EMEA 2017, our annu­al Euro­pean dig­i­tal mar­ket­ing con­fer­ence that attracts more than 5,000 mar­ket­ing and IT pro­fes­sion­als from across the con­ti­nent. We’ll be fea­tur­ing insights from some of the sector’s lead­ing thinkers and show­cas­ing the lat­est tools and inno­va­tions of Adobe Expe­ri­ence Cloud.

But tech­nol­o­gy is only the begin­ning of what we’ll be tack­ling at this year’s Sum­mit. We’ll also be host­ing pan­els and lec­tures from dig­i­tal experts in busi­ness and enter­tain­ment, from top brands like Coca-Cola, Sky, DHL and Lufthansa. These experts will share the dig­i­tal strate­gies and tac­tics that have most impact­ed their per­son­al brands and careers. Atten­dees will also hear first-hand from some of the industry’s top brands and thought lead­ers on their own jour­neys to become expe­ri­ence busi­ness­es.

Expe­ri­ence busi­ness

Today’s dig­i­tal mar­kets are absolute­ly exploding—undergoing mas­sive growth that all of us are being called on to cap­ture. Com­pa­nies through­out this mar­ket are com­ing to us—and to you—to help them under­stand dig­i­tal trans­for­ma­tion and what they need to do to change.

When we talk to cus­tomers, they always ask three things:

  • What is best-in-class?
  • How can we do “dig­i­tal” well?
  • Can you help?

It’s time for us to seize the oppor­tu­ni­ty to work together—not only to scale our busi­ness, but also to work side-by-side with our clients to achieve the dig­i­tal trans­for­ma­tions they need to suc­ceed. If we fig­ure this out togeth­er, the oppor­tu­ni­ty is lim­it­less. But we need to be aggres­sive, take risks, move fast—and most of all, help our cus­tomers not just to con­nect, but to engage.

I’m per­son­al­ly excit­ed for many of the tracks and ses­sions at this year’s Sum­mit, and I look for­ward to see­ing you all there!

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