What kind of experiences convert people into loyal customers? And how can brands create those experiences in a fast-changing digital world? That’s what more than 5,000 marketing and IT professionals from across Europe will be talking about at the Adobe Summit EMEA in London this week. The event gathers leading thinkers in the industry, along with celebrity star power, to discuss how brands can create the experiences that win over customers.
Digital and the Unprecedented New Demands on Marketers
For marketers right now, there’s a new realization—digital has disrupted every industry, and now customer experience is everything. At this week’s Summit, we’re releasing our Adobe Digital Insights European Advertising Report, which underscores the point. The research shows that brands are increasing their investment in mobile advertising (a 20 percent jump between 2015 and 2016), but consumers have considerably shorter attention spans for mobile than they do on their desktops.
This sets up the challenge: the first few seconds of contact now mean everything when it comes to winning a consumer’s attention. And personalization is the key to getting that attention and providing the great customer experience that keeps people coming back—the study shows that consumers, especially Millennials (more than half), want content that’s tailored to their interests.
All of this suggests a huge task ahead for marketers, but also an opportunity to build what we call an experience business—one that uses design and intelligence to create the kind of exceptional, personalized customer experiences that build brand loyalty.
New Technology Powers Customer Experiences
At this week’s Summit, we’re announcing new tools and capabilities that help businesses deliver amazing customer experiences. The advances are part of our new Adobe Experience Cloud, a combination of Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud that unifies design, content and data.
New content capabilities in Adobe Marketing Cloud streamline workflows, and help marketers search, orchestrate and manage content that’s personalized for their customers. Here’s what’s new:
- We added capabilities that make it easier to activate content designed in Creative Cloud via Adobe Experience Manager.
- We’ve integrated Adobe Dreamweaver and Adobe Campaign, so designers can create emails in Dreamweaver and automatically sync them with Adobe Campaign. This eliminates the tedious process of moving back and forth between design software and e-mail marketing software.
- With Fluid Experiences, within AEM, content and layout is automatically adjusted to power any connected experience, whether it’s a website, mobile app, ATM, VR console or IoT device. When Fluid Experiences is coupled with Adobe Target, marketers can easily test and personalize that content at scale – a new capability called Fluid Targeting.
Your Own Virtual Data Scientist
We’re also unveiling Virtual Analyst inside the Adobe Analytics Cloud. Virtual Analyst, powered by our AI and machine-learning framework, Adobe Sensei, can continually analyze data and deliver personalized alerts and insights about significant changes in customer data. The new tool automates the most common, expensive data-science workflows and pinpoints what’s driving unusual behavior. Think of Virtual Analyst as the analyst that never leaves the office, telling the who, what, where, when, why and how of your business.
In partnership with Microsoft, Adobe Analytics Cloud also introduced new content packs for Microsoft’s Power BI, including Traffic Analysis and Mobile App Analysis.
Celebrities and Brands Talk About Making the Digital Transformation
In addition to revealing new tools, we’ll talk to celebrities about how the digital world has impacted their personal brands, and their careers. Speakers include award-winning actor and human rights champion, Colin Firth; England football international and all-time leading goal scorer for Chelsea FC, Frank Lampard; and BBC sports presenter and athlete Gabby Logan.
And we’ll hear from executives leading the digital transformations at some of Europe’s top brands, including senior vice president of BMW Group, Dr. Rainer Feurer; senior vice president of digital for T-Mobile, Nick Drake; and vice president of global design for The Coca-Cola Company, James Sommerville.
For all the updates about Adobe Summit EMEA 2017, follow our blog and track the conversation across all social networks at #AdobeSummit. To keep tabs on important conference highlights and logistics updates, make sure you follow To keep tabs on important conference highlights and logistics updates, make sure you follow: @AdobeSummit and @AdobeExpCloud, where we’re sharing conference news, highlights and even a few surprises.
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