Last year at Adobe Summit—The Digital Marketing Conference in Salt Lake City, we talked a lot about marketing beyond marketing. Many observers nodded and smiled, without really knowing what we meant. Others scoffed a bit, thinking Adobe was maybe trying for a “bridge too far.” But most of you immediately grasped the concept, maybe wondered why it took us so long to say it, and were excited about the direction.
During that Summit, Adobe also talked quite a bit about how “experience is the brand.” Again, this was met with a few puzzled reactions, but mostly, audiences were already intuitively right there with us. OF COURSE “experience is the brand,” you said. Everyone knows that. Of course marketing isn’t just marketing — EVERYTHING is marketing.
Well, as we approach the end of 2015, we are really, really happy that you agree. And we are proud that industry watchers and analysts also agree. Forrester, as luminary as industry luminaries get, recently recognized Adobe as the only leader in their report, The Forrester Wave™: Digital Experience Platforms, Q4 2015. This landmark report explicitly recognizes the preeminence of providing an experience as opposed to simply a message — of the reach and breadth of marketing beyond marketing.
Every interaction your customers have with you is marketing — every platform, every message, every touchpoint. They add up, they become the experience that IS your brand. In their Wave report, Forrester says, “Today, the proliferation of customer touchpoints, applications, and digital interactions demands a new technology architecture. We call this architecture a digital experience platform.”
Not coincidentally, Adobe is named as the sole leader in this space. “No vendor can lead without having strong content, commerce, marketing and analytics solutions. But practitioner simplicity and power, deployment rationalization, and integration are also critical.” Hey, turns out, that’s Adobe.
Today’s consumer has almost unlimited choice. Marketers have the opportunity to facilitate that choice and create connected, continuous and compelling experiences for their customers. The reward for doing it right is engagement, conversion and renewal. The penalty for doing it almost right is going out of business. Marketers can no longer get by on outdated technology, disparate point solutions and disconnected messages. They require a digital transformation to a platform that gives a holistic profile of every customer and enables the kind of action that actually engages them. Adobe can help create an experience that takes customers where they want to go.
As Forrester said, “Adobe remains a fit for companies with sophisticated marketing needs that require best-of-breed solutions.” Sounds about right.