Mobile Engagement at Adobe Summit EMEA

Mobile Marketing

What have you planned on the next 11th and 12th of May? As for me, I will be in Lon­don for the Adobe Sum­mit, and if you are inter­est­ed in online mar­ket­ing, I can only strong­ly encour­age you to do the same! The Adobe Sum­mit, brings togeth­er 5000 pro­fes­sion­als from the dig­i­tal mar­ket­ing world, com­ing from all over Europe, gath­ered togeth­er for 2 and a half days in order to explore new trends, dis­cuss issues, learn to make the best of Adobe prod­ucts, and meet indus­try experts.

For me, this is the best dig­i­tal mar­ket­ing event in Europe, and is the per­fect oppor­tu­ni­ty to have your fin­ger on the pulse of dig­i­tal inno­va­tion. But also a high­light in terms of vis­i­bil­i­ty, demon­stra­tions, meet­ings and exchanges, both for­mal and infor­mal.

My ses­sions about mobile engage­ment
After attend­ing for the first time last year and hav­ing been real­ly impressed by the tremen­dous ener­gy com­ing off of the dig­i­tal mar­ket­ing indus­try in Europe. This year, I will be host­ing nine ses­sions ded­i­cat­ed to mobile engage­ment, with my Amer­i­can col­league Ray Pun. The aim is to show in a very con­crete way what our cus­tomers do for mobil­i­ty and how mobile is able to respond to high chal­lenges: from increas­ing com­mit­ment to the mobile mes­sag­ing app, to the track­ing of clients, and the ongo­ing opti­miza­tion through com­mu­ni­ty devices such as set-top box or con­nect­ed objects. Today, mobile remains a key entry point, and our goal is to give busi­ness­es some keys to cre­ate and man­age engag­ing mobile expe­ri­ences, while acquir­ing new cus­tomers.

Sev­er­al big brands will share their expe­ri­ences through many prac­ti­cal cas­es, per­fect to get your fill of ideas and inspi­ra­tion. A ses­sion will be ded­i­cat­ed to var­i­ous suc­cess­ful mobile engage­ment strate­gies based on appli­ca­tions, while anoth­er will pro­vide prac­ti­cal advice to ensure that your mobile app is down­loaded. Sky will dis­cuss the new fron­tier of mobile mar­ket­ing cre­at­ed by the rise of wear­ables and con­nect­ed TV, while Voda­fone will focus on strate­gies ded­i­cat­ed to “mobile first cus­tomers”. BNP Paribas will dis­cuss his expe­ri­ence on the growth brought by online bank­ing appli­ca­tions, Aon Hewitt will speak about mobile sales opti­miza­tion and Swiss­com will dis­cuss dif­fer­ent ways to boost your con­ver­sion rate by opti­miz­ing and per­son­al­iz­ing in real time its mobile site.

A major mar­ket­ing event in Europe
Beyond these ses­sions, I remain con­vinced that what actu­al­ly makes the suc­cess and inter­est of an event such as the Adobe Sum­mit is that it isn’t only busi­ness ori­ent­ed. Indeed, one can also attend real­ly excit­ing off­beat pre­sen­ta­tions. I still remem­ber last year’s absolute­ly cap­ti­vat­ing ses­sion about research from the physi­cist Bri­an Cox, or the per­for­mance of the actor Bene­dict Cum­ber­batch. This year in par­tic­u­lar, we expect the actor Col­in Far­rell, or the mul­ti-Miche­lin-starred chef Hes­ton Blu­men­thal.

As you will have real­ize, the Adobe Sum­mit is a beau­ti­ful moment of shar­ing and ener­gy, and an event not to be missed in the world of Euro­pean dig­i­tal mar­ket­ing. To par­tic­i­pate, reg­is­tra­tion is open on the ded­i­cat­ed web­site. If you do come, please let me know: in a ses­sion, dur­ing a demon­stra­tion or for a drink, I hope to see you there on the next 11th and 12th of May!


Mobile Marketing
Olivier Binisti

Posted on 04-19-2016


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