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:
- What have other brands done and was it successful?
- How did they do whatever they did?
- 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.
- 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.
- 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.