On the back of NETbuilders success at the Adobe Summit in Salt Lake City back in March, NETbuilder were proud to be a showcase sponsor at the EMEA event in London last week.
This year’s EMEA Summit was host to more than 4,000 attendees from 50 countries around the world, all keen to find out the latest tools and trends, hear from marketing innovators and see how companies are benefiting from Adobe’s Marketing Cloud, eager to gather Intel on the crucial insights in mobile analytics, social media, personalisation and big data.
The 2015 Summit kicked off in spectacular fashion with the opening keynote session “Reinvention is a Journey”. Adobe SVP and GM of Digital Marketing, Brad Rencher spoke about how as technology catches up to customer behaviour and expectation, marketing has had to move well beyond what we originally though it could be. We need to provide our customers with consistent and continuous experiences for our brands to succeed in this ever changing digital environment. Marketing now has no finish line, it must be continuous.
Current president of Adobe EMEA, Mark Zablan joined Brad on stage to announce a new and exciting strategic partnership between Adobe and Microsoft. The partnership is based around integrating Adobe’s Marketing Cloud with Microsoft’s Dynamics CRM, providing brands with new levels of customer intelligence by allowing the connection of data from sales, marketing and customer service. This is the industry’s first large-scale solution for connecting the customer experience across all customer touch points, ultimately allowing marketers the “opportunity to connect customer insight into the core of their marketing processes”.
Throughout the session Adobe were joined onstage by a handful of business executives who were providing first hand experiences of using the Marketing Cloud and how they were managing their Digital Customer Experiences, these came from the Head of Digital at Shell, VP Head of Global Marketing at Phillips Consumer Lifestyle and the Chief Digital Officer at Renault.
Chelsea Football Club’s Jerry Newman, Head of Digital and CRM, made an appearance to speak with Jamie Brighton, Adobe’s personalisation expert. They discussed how in the past Chelsea had an issue of not being able to properly connect with their global fan base, of 500,000,000. Like many football clubs they wanted to engage with their global audiences, not just the 42,000 fans who attend each match; their fans to feel like they were close to the club, whether they were in Bangkok or Putney. Their research had showed that for them, there was no such thing as a singular fan, “we’ve got to find a way to find and appeal to people’s passion points, whether there blood runs blue or they just like to follow the team from a distance”. So how do you provide a digital experience at this scale? You use the Adobe Marketing Clouds services such as Adobe Experience Manager (AEM), Adobe Analytics, Adobe Social and Adobe Campaign to deliver amazing personal experiences, bringing together all of your fans, allowing their experience to continue once they leave the turnstiles of Stanford Bridge.
No keynote is complete without a couple of great demos. David Nueschler, VP of Enterprise at Adobe provided two demos, the first being an outstanding live demonstration of how using Adobe Experience Manager can dramatically improve marketers work by taking digital marketing to the ‘next level’ switching the Coca-Cola billboard in Piccadilly Square, London in real time with a tap of a few buttons.The second came in the form of the brand new AEM screens. The screens are bridging the gap between the digital and physical world to maximise customers in store experiences. Not only do they allow you to manage and personalise content so that the customer can go in store and show the sales assistant what they want, but it also has the ability to deploy content from the customers mobile to the digital screens, creating an interactive and continuous experience for your customers.
The keynote was closed in extraordinary fashion by Professor Brian Cox. He spoke animatedly about data and the universe. Enlightening the audience about the use of data at CERN and how it was being utilised to help provide further insight into the wonders of the universe.
In typical Adobe fashion, the Summit Party provided a much needed reprieve at the end of the day. This year’s Summit act came in the form of BRIT winners Bastille. Each year the party has a different theme, this years didn’t disappoint. Adobe chose to give their delegates the experience of the “high life”. Basing the party around the idea of a night on a city rooftop, delegates made their way into the party by what appeared to be a bridge with large LED screens displaying a bustling metropolis beneath. The party featured dance acts, people on stilts, ice skating and of course great food and drink.
Check out some more photos from Day 1