It’s that time of the year and dmexco is upon us again. As well as the Adobe stand (take a look) we’ve also been involved with a number of sessions. First with Jean-Michel Pittet, Vice President Engineering, hosting an Elevator Speech on ‘Marketing beyond Marketing’. And today we’ve had Andreas Helios, Senior Group Manager Enterprise Marketing Central Europe, speaking on ‘Marketing in the Eye of the Tornado’. Finally, Karl Isaac, Head of Brand Strategy and Innovation led a session on ‘What a Brand wants’. Full details about those sessions here.
The stand and the sessions are the obvious highlights for us, but there’s plenty more going on. We’ve summed up below 5 key Adobe moments so far. It would be great to hear yours, let us know on Twitter @AdobeMktgCloud.
1. Customer experience is the new brand
Just before dmexco, we published a new blog post on how customer experience is the new brand and how the best brands define themselves by the experience they deliver across all channels.
Too much of what consumers do, how and where they do it, is now changing and it’s changing quickly. With the inevitable mobile revolution, which sparks the velocity at which consumers interact with brands, means that marketers have more opportunities to delight customers at every turn — as well as dissatisfy and disappoint. In short, there is a massive transformation happening in which customer experience has become the brand of your organisation and the best gauge of your success.
If you’re interested in reading more about how customer experience is the new brand, you may want to read John Travis’ blog post ‘Is Customer Experience the New Brand?’, as well as John Watton’s piece from our breakfast event ‘dmexco 2015: Building the Bridge Between the Customer and the Brand’.
Customer experience is key — @karlisimo #dmexco pic.twitter.com/gHaxqEecwn
— Marketing Cloud (@AdobeMktgCloud) September 17, 2015
2. Adobe unveils the industry’s most advanced programmatic advertising platform
Yesterday, Adobe announced the most advanced programmatic ad platform for advertisers and media publishers leveraging fully integrated solutions in Adobe Marketing Cloud. Powered by Adobe Media Optimizer, the new ‘self-service’ technology allows advertisers for the first time to take direct control of automated ad buying for search, display and social media across ad exchanges and media networks from key partners like Google, Facebook, Yahoo, Rubicon Project, Index Exchange and more.
If you want to know more about the future of programmatic advertising, read on the full announcement.
3. Customer experience is team play
Excellent customer experience is only achieved if silos are broken down and everyone across the organisation contributes. But according to the latest study, ‘Holistic Customer Experience in the Digital Age’ from analyst firm Pierre Audoin Consultants (PAC) that’s not what’s really happening across more than half of the companies surveyed. We discussed the report and where the opportunities lie for marketers who want to deliver the best customer experience at our thought leadership breakfast. Clearly there is room to work together.
If you want to learn more about the PAC study on customer experience, head over to Nicole Dufft’s overview blog post.
4. European marketers are tracking ROI on more channels than ever
We live in a multi-channel world and marketers need to adapt. We all know that. What was surprising (in a very good way) was the main finding from a recent Adobe Digital Index report, which showed that an ever-growing number of choices has left European marketers tracking an average of 10 channels, up 10% in the past two years and two channels more than their US counterparts.
If you want to learn more about this ADI report, CMO.com has the full coverage and results.
5. #dmexco Social Experience
All marketers love good insights, but the way in which you deliver those insights can make the experience much richer. With that in mind, we’ve set up an innovative way to engage with the top insights being shared at dmexco – we’ve created a mobile game that feeds from the entire event conversation and key insights, visualised through a big screen on the ground with which you can interact through your mobile phone!
Stay tuned for a final update tomorrow on our second dmexco overview blog post. In the meantime, make sure to join the conversation on Twitter by tweeting with #dmexco!
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