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ADOBE SUMMIT 2017: IT’S ALL ABOUT THE EXPERIENCEintouchsol.comMarch 19-23, 2017
CONFERENCE RECAP
Ari Weinkle
2 ADOBE SUMMIT 2017: IT’S ALL ABOUT THE EXPERIENCE
INTRODUCTION
CUSTOMER EXPERIENCE IS (STILL) EVERYTHING
IS YOUR ORGANIZATION READY FOR MODERN MARKETING?
ADOBE PRODUCT ANNOUNCEMENTS
CONNECTING THE DOTS
CONTRIBUTORS
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4 - 8
9 - 11
12 - 13
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INTRODUCTION
Adobe Summit is the conference for modern marketers — the place to discuss industry trends; learn about new Adobe products; and, of course, get tips for effectively using the software behemoth’s ever-expanding suite of tools. As in previous years, this year’s event was an extravaganza of lights, sights and sounds, where more than 12,000 attendees rubbed elbows with some of the smartest people on the planet.
Of course, a number of experts from Intouch were on the ground. Intouchers from strategy, technology, account and creative disciplines attended sessions, labs and workshops and hosted clients at the four-day event. We’ve compiled their key takeaways here.
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CUSTOMER EXPERIENCE IS (STILL)
EVERYTHING
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CONTENT + +PLACE TIMER I G H T R I G H T R I G H T
Last year, Brad Rencher, Adobe’s executive vice president and general manager of digital marketing, gave a keynote that focused on the importance of creating experiences for customers, positing that driving behavior through emotional connection is the future of marketing. The overarching theme at this year’s Summit was much the same: curating the customer experience is essential to business success. Experience isn’t the future — it’s the NOW.
Joe Pulizzi, founder of the Content Marketing Institute, framed it another way. In his session, Content First, Product Second, he stated, “content is not the asset; the audience is the asset.ˮ In other words, the right content in the right place at the right time — something Intouch has long known
— will build your audience, and your audience is ultimately who will help build your business.
“To take the reins of our audiences’ experiences, we need a way to understand and adapt that experience to the individual across channels.”
– Paul Pierce, VP of Development Services, Intouch Solutions
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Experience businesses should:
• Know our audiences, predict their needs and maintain their privacy.
• Speak in one consistently relevant voice.
• Make technology transparent. Tech should facilitate the experience, not BE the experience.
• Delight them at every turn.
Here’s how:
• Start with context; evolve your data strategy into a context strategy.
• Design for speed and scale.
• Milliseconds make the journey.
• Integrate to innovate.
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Mercedes: The car is now the single largest consumer device. Mercedes has created a vehicle that understands the needs of the driver and tailors the experience to the individual.
Novartis: The pharma company used Adobe Cloud tools to bring medical conferences to physicians around the world, so they could view content when it’s convenient and on the device of their choice. This includes personalized content like videos, webcasts, social interaction and emailed event summaries.
Carnival Cruise Lines: Carnival’s Ocean Medallion is a wearable that can unlock a cabin door and essentially functions as a personalized concierge for each guest on the ship.
Wynn Las Vegas: The hotel has partnered with Amazon to place an Echo in it’s nearly 5,000 guest rooms. Alexa will give guests the ability to control room features through voice commands, get “what to do in Vegas” tips, and receive other personalized offers during their stay.
EXAMPLES OF CUSTOMER EXPERIENCE DONE WELL
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Doing Personalization the Right Way
Personalization is a progression. It begins with identifying a simple ROI opportunity. When the resources — budget, platform connection — allow, expand personalization to even more challenging opportunities. Rinse and repeat, and don’t forget to tie in tactics that surprise and delight consumers!
“If pharma can overcome the process challenges associated with publishing dynamic, real-time content, Sensei provides an opportunity for optimized web experiences and media spends.”
– Aaron Uydess, EVP, Customer Experience, Intouch Solutions
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IS YOUR ORGANIZATION
READY FOR MODERN MARKETING?
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Blow Up the Silos
A common theme throughout the sessions was the need to reinvent teams, break down silos, and embrace blended roles in order to produce the best outcomes. For marketers, that means expanding their understanding of digital and tech, and for those in IT roles, gaining a deeper understanding of marketing and strategy. In a session titled “Storytelling for Engaging Experiences,ˮ a developer and a designer talked about what happened when their team was asked to quickly complete a sizable Adobe migration project. They rented a warehouse, and the entire cross-functional team worked side-by-side for three months. The outcome? Stronger
relationships, greater trust, and better ideas. Although geography can be a barrier, we must find ways to build better relationships with each other to bring forward the best results.
Drive an Innovation Culture
To successfully promote a culture of innovation, it’s important to not only have the right people, but to ensure everyone knows that it’s okay to take risks, co-create with clients, and make mistakes. Failure is an opportunity to learn and move on to a better solution. Make innovation a baseline expectation, not an extracurricular activity.
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Test and Learn
Adobe’s toolbox covers all the bases when it comes to curating experiences, but trying to tackle everything at once can be intimidating, especially in tightly regulated, slow-to-change industries like pharma. The good news is that instead of trying to do everything at once, it’s okay to try one (or a few) thing(s) and identify the content that appeals to each customer before building further.
In her session, “Digital Transformation: Patterns for Success,ˮ Loni Stark, senior director of strategy and product marketing at Adobe, stated that early adopters aren’t the ones who ultimately fail. Early adopters, Stark said, have the most success because they have time to experiment, executing pilots and using data and behavior changes to adjust along the way and arrive at the ideal end state. Instead, it’s the late adopters who are more likely to fail as they attempt to catch up to their competition, trying to execute something with a "big bang" instead of through iterations.
“Sometimes we forget that we don't have to do everything all at once. Trying/building/learning to inform the next step will yield better results.”
– Erin Porter, Director of Marketing Operations, Intouch Solutions
TRYING > >BUILDING
BETTER RESULTS
LEARNING
I N F O R M S & L E A D S T O
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ADOBE PRODUCT ANNOUNCEMENTS
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As always, Adobe announced enhancements to several of its products. Two of the most promising include folding Adobe Marketing Cloud into the Experience Cloud and Adobe teaming up with Microsoft to provide even greater insights. Summit attendees also got a deeper look into the power of Sensei, which Adobe debuted late in 2016.
Rebranding and Reshuffling
Adobe Experience Cloud has replaced and incorporated Adobe Marketing Cloud and leverages Adobe Sensei, Adobe’s machine learning and artificial intelligence framework. The Experience Cloud separates the solutions into three functional areas — Advertising Cloud, Marketing Cloud, and Analytics Cloud — and each connects to the other to allow sharing of content, audience segments, and insights.
Adobe and Microsoft Partner Up
Microsoft’s Azure cloud platform now supports Adobe AEM as a hosting solution.
Integrations between Adobe solutions like Analytics and Microsoft’s Business Intelligence platform allow for visualizations and insights into an organization’s data.
Adobe Sensei, Brought to Life
Adobe introduced Sensei in November 2016; this year’s Summit was an opportunity to bring Sensei to life. As the force behind Adobe Experience Cloud, Sensei can:
• Amplify human creativity through computational creativity, experience intelligence and content understanding
• Simulate potential customer journeys by evaluating data, behavior and facial changes
• Use anomaly detection to determine what happened and why
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CONNECTING THE DOTS
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“The true value of the Adobe Marketing Cloud comes when these solutions are connected together, to provide a consistent, relevant experience across channels and devices.”
– Brad Meehan, Senior Tech Strategist, Enterprise Marketing Cloud Platforms, Intouch Solutions
At this year’s Summit, we saw and experienced an impressive platform growing into a potential industry standard for every other player in the category to chase. Smart agencies like Intouch have long realized that building a successful experience framework for client brands involves much more than a command of the creative suite and good brand strategy. In today’s reality, they must also build strong enterprise operations capabilities and be ready to help organizations they serve prioritize, implement and adopt platforms like Adobe to drive their own remarkable story.
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“Of the more than 950 Adobe partners, Intouch was the first specialized partner representing the pharmaceutical industry. We currently have more than 50 professionals certified in Adobe Analytics, Adobe Experience Manager and Adobe Campaign, and we maintain a constant pipeline of team members in formal training.”
– Brad Meehan, Senior Tech Strategist, Enterprise Marketing Cloud Platforms, Intouch Solutions
Specialization Matters
When a member of Adobe’s consulting team was asked what makes a good partner for Adobe, his answer was simple: “It’s a partner who knows the difference between implementation and adoption, who knows Adobe’s solutions, and more importantly, knows their client’s unique situation.”
What's Next?
Set It and Forget It: Use of IFTTT (“if this, then that”) technology is expected to grow. With IFTTT, users can “set and forgetˮ routine tasks. For example, what if Amazon’s Echo could help remind
a patient that it’s time for an insulin injection and reward them for administering their meds on time? As technology grows in the AI area, how can we help with healthcare-related tasks for consumers and HCPs? From Real-Time to Right Time: In the future, context will drive messaging. For example, when a patient visits their doctor, what if Sensei could apply its understanding of that individual to personalize a digital screen/wallboard or other in-office digital technology — phase of the journey, gender, search behavior, location, etc. — and display relevant content? Even More User-Friendliness: As products continue to evolve, they’ll get easier for users of all skill levels to implement. We won’t need extensive training to use the tech. For example, it won’t take a developer to write code needed to send out an email blast or create a complex website. In many instances, in-house resources will be able to plug and play, which will, in turn, improve efficiencies.
Want to Learn More?
You can watch the keynotes and see the sessions on demand. Review your favorite sessions or watch one you didn’t get to attend. Watch now.
The latest digital marketing announcements were displayed from the stage during the Summit. Read the full releases and more in the Adobe online press room.
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THANKS TO THE FOLLOWING CONTRIBUTORS!
Aaron UydessExecutive Vice President, Customer Experience
Angela KayatAccount Director
Brad MeehanSr. Tech Strategist, Enterprise Marketing Cloud Platforms
Debbie SmithManager, Marketing Analytics
Earle EvansSr. Marketing Analyst
Erin PorterDirector, Marketing Operations
Molly BuczynskiSr. Vice President, Account Services
Paul PierceVice President, Development Services
Paul SullivanGroup Account Director
Regan BourlandTeam Lead, Sr. Front-End Developer
Ron KaneSr. Vice President, Client Services
Tracy KosslerDirector, Relationship Marketing
CONTACT USBrad MeehanSr. Tech Strategist, Enterprise Marketing Cloud PlatformsP [email protected]
LOCATIONSKansas CityP 913.317.9700
ChicagoP 312.540.6900
New YorkP 646.795.3600
London P +44.20.32392129
intouchsol.com
Ari Weinkle
