Industry Leaders Talk Client Stories and Solutions at Adobe Summit EMEA 


One of my first boss­es sat me down ear­ly in my career and said, “Mike, if you ever want to be a great mar­keter, learn from the best.” Ever since then, that’s been my view, so it’s only nat­ur­al that I intro­duce the Adobe EMEA Sum­mit Indus­try Track for 2018, where the list of speak­ers includes vision­ary thinkers and mar­ket­ing deci­sion mak­ers from BT, Siemens, Boden, BBVA, Lloyds, Daim­ler and more. I’m sure you’ll agree this will be a ban­ner year for indus­try ses­sions!

The Indus­try ses­sions focus on client suc­cess sto­ries and solu­tions in Retail, Finan­cial Ser­vices, Auto­mo­tive & Man­u­fac­tur­ing, B2B & High Tech, Tel­co & Media and Trav­el & Hos­pi­tal­i­ty. These one-hour ses­sions take a deep­er look at how lead­ing dig­i­tal brands are lever­ag­ing a com­bi­na­tion of peo­ple, process and tech­nol­o­gy for busi­ness suc­cess.

I could just sit back and throw a list of brands and ver­ti­cals at you to entice your atten­dance. The truth is, this track ticks all the box­es for the basic ques­tions that every mar­keter wants answered:

  1. What have oth­er brands done and was it suc­cess­ful?
  2. How did they do what­ev­er they did?
  3. How did they mea­sure that suc­cess?

But don’t take my word for this (or their amaz­ing tri­umphs), be on hand to hear their sto­ries and ask ques­tions.

In the mean­time, here are my picks for the can’t miss ses­sions in the Indus­try Track for 2018:

VI4: Cre­at­ing expe­ri­ences that con­nect in finan­cial ser­vices

The aspi­ra­tion of every finan­cial ser­vices insti­tu­tion is to deliv­er supe­ri­or cross-chan­nel expe­ri­ences to increase cus­tomer engage­ment while dri­ving sales and rev­enue from dig­i­tal chan­nels. To do so, you must not only con­nect var­i­ous inter­nal sys­tems and a range of diverse chan­nels, but also con­nect emo­tion­al­ly with cus­tomers. This is a daunt­ing chal­lenge for large, com­plex organ­i­sa­tions that are high­ly reg­u­lat­ed and still rely on face-to-face inter­ac­tions. This ses­sion takes a broad look at trans­for­ma­tion ini­tia­tives and dig­i­tal strate­gies that involve peo­ple and process­es, not just tech­nol­o­gy.

Join us as we present:

  • The 2018 Adobe finan­cial ser­vices dig­i­tal mar­ket­ing sur­vey results
  • Per­spec­tives from lead­ing finan­cial insti­tu­tions (bank­ing, insur­ance and wealth man­age­ment) on their expe­ri­ences, chal­lenges, and suc­cess­es in dig­i­tal
  • How Adobe Expe­ri­ence Cloud com­po­nents can help cre­ate expe­ri­ences that con­nect by resolv­ing cus­tomer iden­ti­ty, dynam­i­cal­ly per­son­al­is­ing expe­ri­ences, and jour­ney man­age­ment

VI1: Retail in the age of dis­rup­tion

Every day the indus­try head­line is about a new dig­i­tal store con­cept that will change retail for­ev­er, while news on the next page reports on the wave of store clos­ings. What does it take to sur­vive in the ultra-com­pet­i­tive world of retail? Boden knows and deliv­ers. Adobe will talk with Phil Lewis, Direc­tor of Dig­i­tal Expe­ri­ence for Boden to dis­cuss how the retail apoc­a­lypse is not com­ing. Con­sumers just expect more, and those who deliv­er on those expec­ta­tions will come out ahead. Hear how lead­ing retail­ers who are focused on the details are deliv­er­ing dif­fer­en­ti­at­ed cus­tomer expe­ri­ences across all chan­nels.

Learn how to:

  • Take the path to becom­ing an expe­ri­ence-led retail­er
  • Organ­ise teams for suc­cess
  • Deliv­er inno­va­tion to employ­ees and cus­tomers

VI5: Cre­at­ing time­less expe­ri­ences in trav­el and hos­pi­tal­i­ty

The trav­el indus­try is all about deliv­er­ing excep­tion­al moments by help­ing cus­tomers nav­i­gate to their next des­ti­na­tion. This nav­i­ga­tion takes on new mean­ing with piv­otal shifts in con­sumer tech, such as smart­phones, voice search and mes­sag­ing dis­rupt­ing tra­di­tion­al cus­tomer con­tact strate­gies. Yet media frag­men­ta­tion and com­pe­ti­tion in dis­tri­b­u­tion makes intel­li­gent reach a chal­lenge. Hear from trav­el brands who have mas­tered data orches­tra­tion and con­tin­ue to evolve their brands through dig­i­tal trans­for­ma­tions on site, off site, and in trip. Join Adobe and Stu­art Irvine, Ana­lyt­ics and Opti­mi­sa­tion Lead at Heathrow as we delve into all of this and more.

Key high­lights:

  • Diverse per­spec­tives from lead­ing trav­el brands on their expe­ri­ences, chal­lenges, and jour­ney to rein­ven­tion
  • Organ­is­ing teams for suc­cess
  • The lat­est dig­i­tal mar­ket­ing trends in trav­el

VI2: From Dis­rup­tion to Trans­for­ma­tion across Media and Tel­co

The lines con­tin­ue to blur between Media and Tel­co com­pa­nies around the world. With the birth of 5G, we expect things to get even clos­er. Deliv­er­ing great expe­ri­ences dri­ven by data and expressed through rel­e­vant con­tent will dis­tin­guish the lead­ers from the fol­low­ers in com­ing years. Dur­ing this ses­sion we will explore the jour­ney BT and the Tele­graph Media Group have tak­en to dri­ve thought lead­er­ship into real­i­ty and take a com­mand­ing posi­tion with­in their respec­tive indus­tries.

Wit­ness first-hand the amaz­ing trans­for­ma­tion towards an Expe­ri­ence Busi­ness through peo­ple, gov­er­nance and solu­tions tai­lored with the end cus­tomer in mind.

VI6: Data is the new oil! Accel­er­at­ing auto­mo­tive con­sumer engage­ment

Con­sumers are rais­ing their expec­ta­tions about the brands they do busi­ness with, and the auto­mo­tive indus­try is no excep­tion. Deliv­er­ing a super-charged brand expe­ri­ence is the new currency—data is the fuel to deliv­er it. Auto­mo­tive brands need to shift the gears even more to meet con­sumer expec­ta­tions. Hear from Daim­ler AG about their jour­ney to excel­lence and how they lever­aged data to get in front of the curve.

Ses­sion high­lights:

  • Diverse per­spec­tives from lead­ing auto­mo­tive brands and how they have suc­cess­ful­ly deliv­ered toward cus­tomer expec­ta­tions.
  • How cus­tomer intel­li­gence enables auto­mo­tive organ­i­sa­tions to become obsses­sive expe­ri­ence-dri­ven busi­ness­es.

VI3: How AI enables Siemens to change the brand per­cep­tion fun­da­men­tal­ly

Siemens has a long his­to­ry of trans­form­ing indus­try through inno­va­tion. In the dig­i­tal rev­o­lu­tion, Siemens will be the com­pa­ny to unlock the poten­tial of its cus­tomers through mak­ing the phys­i­cal world of indus­try and ener­gy vir­tu­al. Cre­at­ing a strong dig­i­tal brand pres­ence togeth­er with con­vinc­ing cus­tomer sto­ries is a key pri­or­i­ty in a space where fun­da­men­tal per­cep­tions are chang­ing every day. Edu­cat­ing the mar­ket in the pos­si­bil­i­ties offered by Siemens’ dig­i­tal solu­tions requires a shift from clas­si­cal approach­es to a more inno­v­a­tive and ongo­ing cus­tomer con­ver­sa­tion. This is a sig­nif­i­cant chal­lenge in a large glob­al organ­i­sa­tion: how do we con­nect the inno­va­tions and cre­ative think­ing of our 370,000 employ­ees to our cus­tomers?

Siemens is rethink­ing the con­cept of cus­tomer com­mu­ni­ca­tion and solv­ing the inher­ent scal­a­bil­i­ty chal­lenges through the use of arti­fi­cial intel­li­gence, using Adobe Expe­ri­ence Cloud and Adobe Sen­sei as fun­da­men­tal build­ing blocks for a new com­mu­ni­ca­tions approach. This talk will pro­vide insights into the chal­lenge, strat­e­gy, approach and tech­nol­o­gy used to achieve this fun­da­men­tal change.

Learn how the Adobe Expe­ri­ence Cloud and Adobe Sen­sei enables Siemens to:

  • Democ­ra­tise the cre­ation and cura­tion of con­tent
  • Rethink com­mu­ni­ca­tion strate­gies and approach­es
  • Scale approach­es to be more per­son­al and tar­get­ed
  • Enable orches­tra­tion of its mes­sag­ing to break through the noise
  • Increase con­tent veloc­i­ty and rel­e­vance
  • Improve brand per­cep­tion.

Find out more and reg­is­ter for Adobe Sum­mit EMEA here.

Michael Plimsoll

Posted on 04-24-2018

Join the discussion