When you live and breathe marketing like we do at Vibes, you make a point to get involved with and learn at the biggest and most impactful conferences around. We’re just back from Adobe Summit, and have so much to share!
If you’re not familiar with Adobe Summit, it’s a must-attend event that centers around digital experiences. This year’s event was held in Las Vegas and attracted 16,000+ attendees. Thanks to its recent acquisition of Marketo, Adobe’s conference integrated Marketo’s Marketing Nation Summit into the event, providing even more great information and access to today’s marketing leaders that are looking to gain insights, tools, and techniques for putting the experience first.
We are proud to be a Launchpoint partner with Marketo: allowing users to integrate SMS into their Marketo campaigns using Vibes’ mobile marketing solutions. We shared this partnership along with the Vibes Mobile Engagement Platform to attendees as an Exhibitor Sponsor of the Summit. Our booth, found in the Marketo Marketing Nation section, drew tons of attendees who were interested in learning how mobile marketing could amp up their campaigns and drive the customer experience.
This year’s conference had some amazing keynote speakers, as well as tons of informative sessions in tracks like Advertising, Content & Experience Management, Marketing Innovations, Personalization, and more. Here are a few takeaways we wanted to share from the sessions at Adobe Summit.
1. The Power of Customer Experience
One theme that was central throughout the conference was how companies can transform their business by focusing on creating memorable customer experiences.
Brands like Best Buy have learned just how important it is to focus on that customer experience: this brand transformed from being a brick-and-mortar technology seller to focusing on helping users interact with technology, by building support tools like same-day pick-up, in-home set-up, and 24/7 support.
There were sessions on combining customer experience with MarTech tools: in Customer Experience Transformation Is the New Loyalty, speakers from Abbvie Inc., MetLife, andCision discussed how to create a seamless experience across multiple channels.
Sessions also delved into technology that enhances the customer experience, including AI, mixed reality, and real-time data management. Representatives from Adobe talked about how AI works in omnichannel marketing in the session AI for Marketers: Creating Omnichannel Experiences powered by Adobe Sensei.
2. Transformative Leadership
Another theme at Adobe Summit dealt with what it means for a brand to transform, whether it ’sin technology, in industry, or in our careers.
NFL Quarterback Drew Brees spoke about transformation: early in his career, he was considered too small for the sport, but then proved everyone wrong. Reese Witherspoon also spoke: she’s transformed from being an actor to an entrepreneur and also a producer, as well as a powerful activist and advocate.
3. Personalization and Data Analysis Drive Business Impact
The final theme we took note of at the event was how important both personalization and data are for brands. In his keynote, Adobe’s SVP, Steve Lucas, discussed how to drive business impact through digital experiences.
And in the session, Personalization, Data and the Experience Business of Travel, speakers from Caesars Entertainment; Travel, Adobe; and Holland America Line discussed howconsumer expectations are rising, and how important technology, IoT, and cognitive services are in improving the customer experience.
We at Vibes already know the importance of using the data you’ve got to drive even better results for future campaigns. Whether it’s mobile marketing or an in-person customer experience, having access to data can help you know which aspects of a given campaign worked and which didn’t.
We walk away from Adobe Summit filled to the brim with great ideas that we’ll be bringing to a Vibes product or service soon!
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