Everyone knows one of those people who couldn’t care less about clothes, music or parties—but put a shiny electronic toy in their hands and you’ll lose them in a black hole of electronic ecstasy for a day or two. To those people I say: “This is the track for you.”
The Marketing Innovations track is all about the future, the wow and the just plain awesome. Change in marketing constantly accelerates. This track provides marketers and technologists with fresh thinking in the areas of technology, brand and organisational innovation. It will inspire the next phase of their personal and organisational growth. It’s about knowing the future in order to be ready for tomorrow today.
It’s tricky picking a top four list when so many sessions are set to inspire, but I’ll give it my best shot.
M3: The new model for marketing which fuses digital and classic.
Ashley Friedlein is Founder of Econsultancy and author of M3, a new framework for marketing that updates classic models like the 4Ps to fuse both digital and classic marketing under a single, unified model: The Modern Marketing Model (M3).
On the agenda at this session:
- Understand the M3 model: how do digital and classic marketing come together?
- What skills and competencies are now required in marketing?
- What will marketing/digital functions of the future look like and how will they work?
M15: Alexa, give my brand a voice!
Meryem Tom, UK Country Leader for Alexa Skills at Amazon, takes us on a whistle-stop tour of the voice assistant revolution, explaining why marketers need to take advantage of this explosive trend to drive customer engagement and become part of their daily journey.
MI4: AI & Opportunity: harnessing technology for competitive advantage
With the rise of chatbots and digital assistants, most believe we are living in the AI age. In truth we’re still at the very beginning of this era, and have a long, long way to go before we hit human-level AI. Smart companies are already working out ways to gain significant advantages over competitors using big data, machine learning, artificial intelligence or all three. They’re positioning themselves perfectly for this new marketing landscape.
The rise of IoT, web access and the increase in computer processing power is already directly changing how companies interact with customers, elevating both experience and service. Crucially, it’s necessitated a fundamental shake-up of corporate structure. Though this rapid pace may be daunting for some, one thing is for certain: things will never move as slowly as they are right now. Innovative companies embracing this change, however, will be ready for a brave new world filled with opportunities.
Join WIRED’s Executive Editor, Jeremy White for a fascinating deep dive into this cutting-edge topic.
M10: Talent unleashed: How PlayStation and Adobe feed the hidden engine of digital transformation
Every company is facing digital transformation. What worked in the past will not be a recipe for success in the future. Having the right strategy is not enough: your workforce is the most critical component in driving transformation. Placing the right people with the right mindset in the right roles to effect change is essential. Gordon Thornton, senior vice president at Sony Interactive Entertainment and the global leader of the PlayStation Store, and Donna Morris, EVP of Customer and Employee experience at Adobe, explore how to future-proof your brand while organising, attracting, and growing a diverse and agile workforce in a constantly evolving and competitive market landscape.
Find out more and register for Adobe Summit EMEA here.