As innovations change the landscape, the finish line for marketing excellence is constantly moving forward. But it doesn’t have to be out of reach.
The Marketing Innovations track at this year’s Adobe Summit EMEA features industry experts and business leaders who are at the forefront of marketing innovations and innovative marketing strategies. Join and learn as they share their expertise and vision on how to take digital marketing to the next level. Engage with fellow marketing executives to get ideas on how to combine leadership insights and marketing strategies with the digital marketing solutions that will enable you to build the next generation of marketing success for your organisation.
Here are my recommended sessions for the Marketing Innovations track at this year’s Summit.
IN1: Modernising a Cultural Monolith
Brands, like people, can become set in their ways with age. Beano Studios learned this first hand, as they worked to transform an 80-year-old children’s comic into a full-fledged digital, broadcast, fashion, art, and live entertainment brand. Beano Studios CEO Emma Scott will present a unique insight into how Beano Studios took the best practices and traditions of the iconic children’s brand and applied them to a range of modern platforms—among them beano.com, the Beano App, a new series of broadcast projects, YouTube, and Popjam—and exciting brand collaborations.
IN2: Does Everything Need to Be Digital?
Mr & Mrs Smith began life in 2003 as a guidebook to the finest boutique hotels and has evolved into a global travel club with 1.5 million like-minded members in more than 100 countries. Hear how the company has gone through its own digital transformation from being fully offline to fully online, with a vision of owning an industry category from “first to last click.” And learn how the company achieves the right level of content curation to deliver a luxury brand that is not only trusted but also accessible.
IN3: Innovation in Content Marketing Starts with a Reality Check
Marketers have been operating under a false pretence regarding their audiences’ ability to concentrate for longer than 8 seconds—a.k.a. the “Myth of the Goldfish.” In this keynote, Jason Miller, Global Content & Social Leader for LinkedIn Marketing Solutions, will reveal how changes in society’s ability to multitask are transforming content marketing. He’ll explain how to up-cycle your pre-loved content to extract every last ounce of value from your existing investments, and innovate around the technology you already know how to use, to build an owned media empire.
IN4: Profiting from the Truth
The future is about market depth and involvement, not market width and awareness. Communicating with clarity ultimately means removing the illusion of separation, understanding that “you are your customer” and treating your customers as you would have them treat you. In this session, BJ Cunningham will draw on his own experience as a serial entrepreneur, including his thought-provoking case study of “DEATH Cigarettes,” positioned as “the honest smoke,” to illustrate his straightforward brand and business thinking.
IN6: Three Tech Trends That Will Shape Everyone’s Future
In this session, technology cool hunter and music hacker LJ Rich will explore how the latest tech trends could affect you and what you can do to stay ahead of them. Her unique approach means she seeks out the more eccentric end of human/technology interfaces, where technology and creativity meet. From mixed reality to mind control, LJ will provide an accessible look at what the future could hold, inspiring you to think more creatively about the world we’re all about to enter.
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 things taking part at the event.