We’ve been regular attendees at the European Adobe Summit over the years and we’ve seen this great event grow in-line with the growth in digital year-on-year.However, for our 10th anniversary year we wanted to go bigger and get right to the heart of the action so we’ve landed in Las Vegas ready for the US super-sized version.
With over 150 sessions spread across just three days, everything about it and it’s new location is large. However let us help you with our findings from just some of day one. Enjoy.
This is firmly the theme of this year’s Adobe Summit. As marketers, we’re not selling products anymore – we’re selling experiences. A great experience should make you want to do something. So far within marketing, there have been three significant phases. First came Enterprise Disruption in the 60’s where this changed the back office operations of a business. It mainly helped improve inventory management and despatch of products across departments. Second came the Front Office wave and the start of customer databases and very early CRM techniques – all powered from that rather retro Rolodex. We’re now firmly in the third phase which could well be referred to as the Experience Business Wave. Within this wave we have the power to stitch up and optimise both the front and back-office. This phase is more about delighting and surprising our customers and doing the job and creating ‘The Experience’ so well the customer doesn’t even recognise it.
Experience = User Experience + Customer Experience + Brand Experience
With the power and voice now firmly on the side of the customer, if you get it wrong – you will soon find out.
2. Customer Experience
This is the next competitive advantage. However care needs to be taken how you implement this. As Steve Jobs said “Start with the customer experience and then develop the technology”. To deliver a great experience involves everyone across your organisation; which means you probably have a big cultural challenge. Just remember that bad experiences cause reluctant relationships between customers and brands.
3. Learn to Unlearn
Just because convention or rules previously said we should do it in a particular way doesn’t mean we should do it like this. For instance iTunes turned the music industry on its head. Spotify then turned iTunes on its head. Uber reinvented and finally improved how we book and use taxis, and surely no Uber user will now ever want to go back to the traditional taxi model. You may think that Uber is only disrupting transportation and delivery, but their way of thinking is disrupting every business and fuelling many new start-ups who will also be competing with existing business models. Disruption doesn’t stop. Innovation doesn’t stop. No entrepreneur ever said “That’s the way it’s always been done”.
4. Live for the Moment.
Unfortunately we no longer seem to be able to live for or in the moment. We can no longer just enjoy something by ourselves as most of us feel compelled to instantly share something good with the rest of the world while we’re still in the moment. This Summit is testament to that. The majority of the 10,000 attendees are listening to the sessions while juggling multi-screens and sharing multiple conversations at the same time. This means as marketers we need to create even better experiences designed not just for you, but to share with your friends too.
5. We Want Things Now
Research from Brian Solis has revealed that even with Uber, people get impatient if their service is over 4 minutes late.
6. Biometric Authentication
Biometric authentication will overtake passwords by 2020. At Digital Annexe we’re already impressed with the facial recognition functions on our new Microsoft Surface Book PC’s that eliminate the need to type the user’s password by using the front-facing camera. However there is more to this than just facial recognition. There is also a ton of other possibilities for instance using the unique serial codes on a phone to unlock the same user’s desktop. Or recognising the user via their heartbeat or fingerprints. It’s all designed to make it quicker and easier for us.
7. Context Marketing
Context Marketing is ever more critical – making sure the next recommendation is the best fit based on previous transactions and events, but also pulling in external data to help develop the recommendation. For instance, knowing the preferences of a regular hot coffee purchaser on the East coast and recognising they have just has appeared in the West Coast during a hot summer. Therefore, why not offer her the same size and flavour of coffee but perhaps this time iced.
Voice is the new battle ground – the winner is still to be defined but the most anticipated player at the conference is currently Facebook or perhaps Amazon Echo. However the winner will definitely be the one that works best across all browsers.
9. Audience Attention
Attention spans are on the decline – With so many channels, devices and community pressures on us now – especially amongst the younger generation our campaigns, ideas and apps can only delivered in short bursts. The shorter the better. By the time we get to Generation Z (currently around 12 years old), their filtering will be so good they probably won’t even notice advertising on a page meaning awareness marketing is dead.
10. Apps are on the Decline
You may already have access to over 500 TV channels, however you probably only regularly view around 10 of these channels. Adobe’s future gazing team presented statistics that reveal an overall decline in ‘Non-Core Apps’. Core apps are the 7 to 12 apps you probably regularly use.
Don’t miss our summary of day 2 from Vegas
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