By all measures, Adobe Summit 2019 exceeded expectations. It wasn’t just the sheer number of direct participants—more than 17,000—that impressed us. It was the meaningful content that continues to reinforce the ever-changing landscape for B2B, B2C, and the enticing new moniker of the Business to Everyone (B2E) market.
Adobe Systems president and CEO Shantanu Narayen kicked off the 3-day event that was labeled as the world’s largest customer experience conference. Keynote sessions throughout the conference showcased new capabilities and innovation in the Adobe Experience Cloud. These included Adobe Commerce Cloud, Marketo Engage, and the global availability of the Adobe Experience Platform. Microsoft CEO Satya Nadella shared the stage with Narayen to discuss two of the major product announcements at the conference—such as the Open Data Initiative—demonstrating the strong partnership between Adobe and Microsoft.
Other keynote speakers, including Best Buy Executive Chairman Hubert Joly, Intuit CIO Atticus Tysen, and SunTrust Bank CMO Susan Johnson, provided the audience with insight about how their companies approach digital transformation using the Adobe Experience Platform. Drew Brees, Reese Witherspoon, Pam Oliver, and Mindy Kaling were the celebrity keynote presenters who kept the audience engaged and entertained.
Adobe Summit 2019: Personalization is a Cross-Industry Discipline
Attendees represented a cross-section of disciplines: marketers, developers, product managers, implementation partners, integrators, and consumers alike. All were aligned in the singular quest for continued optimization of consumer marketing through multiple channels with increasingly expanded levels of individual personalization. Although the quest is consistent, the respective paths for enlightenment continues to be elusive. For technology application companies, the answers lay in software and infrastructure. Without question, Adobe is all in when it comes to solutions that are tuned to electronic channel proliferation through integrated capabilities. It’s impressive stuff that continues to evolve and is rooted in having its finger on the pulse of customer experience. Consumers know their limited time has value and demand that the marketing messages they receive have personal relevance.
The best word to summarize the entire event for me is “validation.” IWCO Direct has been laser-focused for quite some time on creating marketing solutions that increase our clients’ response rates based upon enhancing Customer Experience Management. The foundational message delivered at the Adobe Summit this year was that experience management isn’t just the future of effective marketing—it’s the here-and-now.
Why Customer Experience Management is the Heart of Modern Marketing Communications
Gartner defines customer experience management as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.” It is a strategy that requires process change and many technologies to accomplish. The simplest way to depict the increasing need for agile content strategies is to reflect on the pillars of efficient and effective experience management:
- Real-Time Customer Profiling – customer analytics/data management and platform capabilities
- Content Velocity – content creation and management leadership
- Cross Channel Experiences – time sensitive, cross channel delivery management
- Intelligence – data analytics and artificial intelligence inspired message optimization
- Ecosystem – effective partnerships that support a 360-degree vision of capabilities from strategy, portfolio and campaign management, and analytics culminating with effective production and delivery versatility
The bottom line for us is that each client and their corresponding customers’ needs are unique. Each requires a comprehensive approach to requirements discovery and solution definition and implementation that addresses the evolution of marketing strategy today and well into the future. Agility and configurable solutions (like the IWCO Direct 1to1℠ Dynamic Content Management platform), paired with strong production delivery partnerships, mitigate risk and increase the probability of success.
Interested in hearing more about Adobe Summit, B2E, and our configurable solutions to help increase the success of your CX? Contact me here for more “impressive stuff.”
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