Adobe Summit EMEA 2018: The Rise of Experience Business


They say a week is a long time in pol­i­tics, and I some­times think it’s even longer in mar­ket­ing. It’s been near­ly 52 weeks since the last Adobe Sum­mit EMEA, our annu­al dig­i­tal mar­ket­ing con­fer­ence attract­ing over 5,000 mar­ket­ing and IT pro­fes­sion­als from across the region. In that time, we’ve seen our indus­try con­tin­ue its ongo­ing trans­for­ma­tion. So, as we gath­er at London’s ICC ExCeL, we’ll be talk­ing about mar­ket­ing, yes—but not as we’ve known it.

Mar­ket­ing is no longer about telling sto­ries to cus­tomers, it’s about mak­ing the brand the sto­ry by cre­at­ing com­pelling cus­tomer expe­ri­ences. In oth­er words, the brand is the expe­ri­ence, and all busi­ness­es are expe­ri­ence busi­ness­es. And our role as mar­keters is to become the Expe­ri­ence Mak­ers. Get­ting to grips with the imper­a­tives and oppor­tu­ni­ties of this step-change is what Sum­mit is all about.

That’s why this year we’ll be look­ing at the role of design and data in cre­at­ing hyper-per­son­alised cus­tomer expe­ri­ences. Of course, any dis­cus­sion around this top­ic will involve a look at pro­gram­mat­ic, but only inso­far as it’s part of a wider, inte­grat­ed mar­ket­ing mix. We’ll be putting oth­er, equal­ly excit­ing devel­op­ments under the micro­scope, not least advances in pre­dic­tive mod­el­ling, AI and Machine Learn­ing. How these tech­nolo­gies can con­nect with cus­tomer data and sys­tems to deliv­er a ful­ly-inte­grat­ed, cus­tomer-cen­tric brand will be a key focus of this year’s Sum­mit.

Help­ing us get a han­dle on these trends and top­ics is a speak­er ros­ter of Expe­ri­ence Mak­ers that reads like a who’s who of the mar­ket­ing world. In addi­tion to Claire Cronin, CMO of Vir­gin Atlantic; Claire Hep­worth, Head of Cus­tomer Expe­ri­ence at Ford; Rob McLaugh­lin, Head of Dig­i­tal Ana­lyt­ics and Deci­sion­ing at Sky; and Chris­t­ian Maj­gaard, for­mer Head of Glob­al Brand for Lego, we’ll have a sprin­kle of star­dust from fash­ion busi­ness­woman Vic­to­ria Beck­ham OBE ; World Heavy­weight Box­ing Cham­pi­on Antho­ny Joshua MBE; and actor and come­di­an Rob Bry­don.

Along with Adobe’s Pres­i­dent and CEO, Shan­tanu Narayen and a few oth­er A-lis­ters, all of our speak­ers will be uni­fied by a com­mon aim: shar­ing their wis­dom about how to build and pro­mote a win­ning brand found­ed on expe­ri­ence.

In 2018, there’s no get­ting away from the impor­tance of design—in the world of Expe­ri­ence Busi­ness it’s fun­da­men­tal. Design direct­ly influ­ences con­sumer per­cep­tion of a brand and is the eas­i­est way of delight­ing and sur­pris­ing cus­tomers. There­fore, we’ll also be dis­cussing what the future holds for design-led mar­ket­ing. Speak­ers will talk about every­thing from voice-enabled inter­faces to how big data ana­lyt­ics can dri­ve design excel­lence.

At Adobe we’ve long known the val­ue of design-dri­ven experiences—this con­cept lies at the heart of the Adobe Expe­ri­ence Cloud. Added to this, we know that design is just one way of cre­at­ing engag­ing cus­tomer expe­ri­ences, and it needs to be seam­less­ly com­bined with oth­er fac­tors such as cus­tomer intel­li­gence and cross-chan­nel deliv­ery.

Think of it this way: when you want an ice-cream, you don’t buy the cone from one shop, the ice cream from anoth­er and the sprin­kles from a third. You want the whole expe­ri­ence served at once, by the same ven­dor. This is true of all expe­ri­ences. It’s mad­ness to have con­tent iso­lat­ed in pro­duc­tion and mar­ket­ing, cus­tomer intel­li­gence siloed with the ana­lyt­ics team, and media buy­ing off doing its own thing with plan­ning and chan­nel deliv­ery. That’s why this year’s Sum­mit will act as a ral­ly­ing call, mak­ing the case that it’s final­ly time to break down busi­ness siloes and start build­ing tru­ly coor­di­nat­ed expe­ri­ences cen­tred around cus­tomers.

Of course, Sum­mit isn’t just a talk­ing shop. Along with debates and keynotes, we’ll deliv­er prac­ti­cal advice on how to make the most of Adobe Expe­ri­ence Cloud. In pre-con­fer­ence train­ing ses­sions and con­fer­ence labs you’ll get hands-on train­ing led by our experts, who will pro­vide valu­able prod­uct tips and tricks and ways to make the most of your invest­ment in our tech­nol­o­gy. Be sure to vis­it the Com­mu­ni­ty Pavil­ion too, and vis­it with our part­ners and see first-hand how we and they are chang­ing the world through dig­i­tal expe­ri­ences.

I’m also pleased to announce that our pop­u­lar “Sum­mit Sneaks” ses­sion returns this year. Sum­mit Sneaks gives atten­dees a first glance at some of the hottest emerg­ing tech, pro­vid­ing a win­dow into the future of mar­ket­ing. If you want to see what the cus­tomer expe­ri­ences of tomor­row will look like, this is the place to be.

Whether you’re inter­est­ed in omnichan­nel mar­ket­ing, ana­lyt­ics and data man­age­ment, per­son­al­i­sa­tion, adver­tis­ing, con­tent, or inno­va­tion, there’s a track for you at this year’s Sum­mit.

We look for­ward to see­ing you at this year’s Summit—which I’m con­fi­dent­ly pre­dict­ing will be the best yet.

The world of mar­ket­ing is on a fan­tas­tic jour­ney. It’s clear that the old ways of doing things are no longer up to scratch. In the dig­i­tal age, busi­ness­es need new ways of secur­ing cus­tomer loy­al­ty and dri­ving growth. What’s excit­ing is that mar­keters are in the best posi­tion to help our com­pa­nies meet these goals. As we shall set out in the 2018 Sum­mit, it’s time for mar­keters to step up and lead our busi­ness­es into the age of the cus­tomer expe­ri­ence.  It’s time to become the Expe­ri­ence Mak­ers.

John Watton

Posted on 04-04-2018

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