Adobe today kicked off Summit 2016, Adobe’s annual digital marketing conference in the U.S., showcasing innovations across Adobe Marketing Cloud. Hundreds of brands such as Cirque de Soleil, Comedy Central, Mattel, McDonald’s and Royal Bank of Scotland spoke at the event, about being at the forefront of the “Experience Business” wave — the next big industry trend.
Delivering Excellent Customer Experience by being an Experience Business
The digital revolution has created an environment where customers are expecting a seamless, frictionless experience. As a result, becoming an Experience Business is the only way for brands to thrive and grow. Companies have to create a personalized and compelling customer journey at every touchpoint, from websites to mobile apps to retail environments. At Summit, Adobe unveiled the next generation Adobe Marketing Cloud which features new data science capabilities that enable brands to predict and deliver the right experience on the web, in apps, and at the point of sale, at the right moment, across any device.
Highlights include the announcement of new data science capabilities including Smart Tags, a TV Recommendation Engine, Automated Insight for Advertising, and email optimizations through Predictive Subject Lines. Please refer to [Adobe Data Science Empowers Brands To Deliver Exceptional Consumer Experiences] for more information.
Making a Quantum Leap in Delivering the Omni-Channel Experience, by Marketing to People – Instead of Devices
According to eMarketer projections, global B2C e-commerce sales will grow by more than 20 percent this year to reach US$1.5 trillion, and surpass US$2.3 trillion by 2017. As a result, we can expect businesses to increasingly prioritize building a seamless omni-channel customer experience. The ability to coordinate and deliver personalized experiences consistently across channels will be a key success factor.
Understanding this, Adobe has also unveiled Adobe Marketing Cloud Device Co-op — a network that will enable brands to provide their customers with a more consistent content experience as they navigate across devices. Through the Co-op, marketing is transformed – brands can now talk to people, not devices. With this new capability, marketers will be able to better understand customer behavior on a holistic level. Please see [Adobe Announces Cross-Device Co-op to Enable People-Based Marketing] for more information.
Other highlights of the key announcements in the main press release [Adobe Summit 2016: Are You An Experience Business?] as well as[Adobe Partner Ecosystem Shows Strong Momentum] include:
– Unveiling of Adobe Cloud Platform enhancements, including advancements to its partner and developer program such as:
o Updates to Adobe Exchange, which hosts hundreds of apps and integrations such as Microsoft Dynamics CRM, DemandBase, Acxiom, and BrightEdge, and enable partners to extend the functionality of Adobe Marketing Cloud.
o The launch of Adobe.io, Adobe’s new developer portal, that enables developers to download the Adobe Marketing Cloud software development kit (SDK) and easily access application program interface (API) routines and protocols.
o New Adobe Certified Metrics, built on the Adobe Cloud Platform and powered by Adobe Analytics, that offer standardized digital census data for more accurate measurement of digital audiences.
– A new Over-the-Top (OTT) offering that makes it easy for TV networks and pay-TV providers to bring more personalized TV and ad experiences directly to consumers via Apple TV, Microsoft Xbox, Roku and other connected devices.