The Top Out-takes From #SydneyAdobeSymposium


Last Tuesday 1800 technologists, marketers and business leaders descended on Sydney’s Star City casino for the Adobe Digital Marketing Symposium.  With marketing automation and DMPs topping the list of priorities for CMOs and digital marketers alike in 2015– it was little wonder Adobe was playing to a packed house.  For those unfortunate enough to miss out on going or for those simply interested in the outtakes – I have compiled my top 5 take outs from the event.

The marketing function must evolve

One of the key themes that consistently emerged throughout the day was that of the ever evolving and changing role of the marketing department and the CMO.  With experiences defining the brands of tomorrow marketing must support the reinvention of organisations in the digital age. Robert Rose, Chief Strategy Officer of the Content Marketing Institute, and author of Experiences the 7th Era of Marketing believes marketing departments must evolve in 3 ways to deliver experiences rather than just manage messages;

1) Marketing departments must evolve from organising channels and technology

2) Marketing must be the strategic differentiator

3) Marketers must adapt to create value not just describe it through content and experiences that are created

The new fundamentals of digital – the need to be continuous and consistent

Adobe’s SVP and GM of Digital Marketing, Brad Rencher spoke about “consistency” and “continuous” being the new fundamentals of the digital age. Consistency relates to the importance of pre­sent­ing cus­tomers with an expe­ri­ence that is both rel­e­vant to their pro­file and circumstances. Whilst continuous relates to the way that a brands communications and experiences evolve in response to customers engagement with the brand. With the explosion of personal data now captured by organisations on their customers and the number of connected devices consumers now own – the need for brands to deliver consistent and continuous experiences is paramount.

The importance of connecting the dots

Delivering personalised experiences based on cookies are no longer relevant. With consumers personal device ecosystem expanding – much was spoken about the need for brands to connect the dots by more effectively using data to deliver relevant experiences.   Delivering cross device experiences is one fundamental way to do so but it goes beyond this with brands needing to connect the dots between one experience to the next. Google was one example cited of how brands could connect the dots through past interactions. For example say you have an appointment to see the dentist and you use your phone to look up the time it takes to walk via Google maps. The next time you have an appointment (that is in your calendar) your phone alerts you of the appointment and includes the weather forecast as your device knows you have a preference to walk and also provides you with an accurate departure time to allow you enough time to walk to the appointment.

TV EverywhereThe continued disruption of traditional TV viewing

Tamara Gaffney, Principal Analyst – Adobe Digital Index spoke about the shifts and disruption in traditional TV viewing.   Authenticated TV or TV everywhere (which is where television broadcasters—particularly cable networks, allow their customers to access content from their network through internet-based services—either live or on-demand, as an aspect of their subscription to the service) has experienced significant growth in the US over the past 12 months – up nearly 300% with the vast majority of this growth coming from Apple devices. This growth is driving further audience fragmentation across various screens.  This shift is driving TV networks to invest in DMPs (data management platforms) to better understand audience consumption and preferences – which will dramatically change the TV media industry as we know it.

Reputation capital is the future in a sharing economy

Rachael Botsman spoke of the collaboration economy and the emergence of trust as a key currency in the 21st century.  In a collaboration economy, where under-utilised assets are monetised, trust between parties is integral and this trust is gleaned from the reputation we as consumers have built through previous interactions.  The power of consumers has grown dramatically over the past 10 – 15 years through social media and access to information however in the collaboration economy the power between the giver and receiver becomes more balanced.  The 2 way rating systems such as those created by Uber, AirBnB and others influence how consumers and providers behave during their interactions and usage of the products or service as they have to uphold their reputation.

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IoTs Set to Power The Next Generation of 1:1 Marketing

Internet of Things

Imagine a world where almost everything you can imagine is connected to the Internet. This world is apparently only a few years away according to Gartner who predicts there will be 25 billion connected “things” by 2020, compared with 4.9 billion by the end of 2015.

Up until now, data was derived from customers through direct and inferred means including loyalty schemes, web browsing, registration and so on. However through the IoT data will come directly from the product itself which will create a host of new insights, opportunities and will also drive the next wave of digital disruption in certain industries and categories.

Consumer appetite for IoT down under

Whilst connected “things” present a significant opportunity for brands there are certain “connected device” categories that have seen greater consumer uptake than others.

In Australia, wearables are one category that is growing at a rapid rate.  According to Telsyte 370,000 smart-watches were sold in Australia in 2014 and a further 800,000 smart wristbands were sold over the same period. 30% of Australian households also now own a smart TV. However consumer penetration of connected white goods and other household appliances is still in its infancy.  Although consumer adoption at present is still embryonic in a number of categories the landscape will evolve quickly with manufacturers in these categories i.e. white goods, home security etc embracing the IoTs in a big way.

IoTs set to power the next wave of CRM

Internet of Things ConnectionWhilst many marketers are struggling to grapple with leveraging all of the data currently available to them – the IoTs is set to further accelerate the generation of data and create a whole host of new data challenges and opportunities. In particular, the IoTs promises a wealth of opportunities for brands to further enrich their CRM strategy as it will provide new ways to connect with customers and deliver highly relevant, personalised 1:1 communications through the products themselves – all underpinned by real time data.  For brands in the FMCG and manufacturing space the IoTs will be particularly fertile ground allowing these brands to develop a direct relationship with the end consumer – something retailers will be very closely watching. Unilever is one FMCG brand that is betting big on the IoTs;

Marc Mathieu, Global VP of Marketing at Unilever recently said in an interview that Unilever is “very keen” on the internet of things area and what the space may mean for the future of its brands, which includes Magnum, Dove and Flora.  “I’m a huge believer and very interested in everything related to data, so really understating how data is going to enable us to contextualise and personalise experience and the relationship with people on their terms and not just our terms is interesting.

Equally though, the IoTs will open the door for services like insurers organisation to collect more data on health, wellbeing and even car usage which will enrich the customer data profile and allow service organisations to deliver more relevant communications and offers based on customer needs.

So rich is the IoT territory marketing automation platforms are already jumping on the bandwagon.

According to Marketing Magazine “Salesforce has started opening its CRM platforms to data from connected devices, with support extended to Google Glass, Samsung Galaxy Gear, Fitbit and Facebook-owned augmented reality tool Oculus Rift”. Whilst Adobe announced earlier this year that the Adobe marketing cloud now supports digital content testing, optimization and personalisation beyond web browsers and apps across any IoT device.

The IoT will be the next big to trend that will further drive a significant shift in the way brands market. Is your organisation ready?


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