The resistance to change can be fierce. We, at Adobe, have been waging a campaign over the past few years to not only transform our company into new ways of thinking but also show our partners, friends, and potential customers how to make it happen. It is not an easy road to travel. Through our many experiences in working with our customers, understanding their technological eco-system and developing new technology to build an integrated platform from which success is realized, we find resistance to change a major challenge. That is not a technological problem. It’s a cultural and organisational problem at its root.
The truth is that change should not be so difficult. Peter Drucker, an amazing business visionary, made that truth plainly evident when he said, “If you want (to do) something new, you have to stop doing something old.” We always want to do something new. It’s the natural order of things. In our case specifically and for marketing, in general, the motivator for change is the availability of data that we’ve never had access to before.
On November 11, Adobe will host Adobe Symposium Amsterdam 2015. Mark Zablan, President EMEA from Adobe will share key information about Marketing Transformation and how delivering great experiences relies on a fine balance between science and art. In the diagram above, it’s a natural flow from initiating creative thought through to discovery, innovation, and change to enable reimagination and transformation. Change is a natural part of that process.
Success stories similar to what Liberty Global accomplished during its digital transformation is what the reimagination of marketing is all about. Liberty Global is the largest cable operator outside of the United States, serving more than 34 million homes in 14 countries., through 9 different cable brands. The company has a 20-year history and, since then, technology and evolving customer demands have changed the cable industry. Liberty Global used to work in a very fragmented landscape, but today modern customers tend to multitask over multiple devices; they watch TV while browsing the web or start reading an article on their smartphones before switching to their computer.
In response, Liberty Global has evolved its services over the years, adding broadband, voice over IP telephony, video on demand, mobile apps, digital and high-definition TV, and other services. This shift has also impacted how the company engages customers online across channels and devices. Customers now have the Internet in their pockets and want to follow up on leads in a very short time span. Liberty Global found that 40% of traffic came via mobile. The most touch points are now online in stead of in stores, and an increasing amount of services and content is delivered over the Internet. It is managing these micro moments that will help to create a magical customer experience.
Liberty Global chose Adobe Marketing Cloud, including the Adobe Analytics, Adobe Target, Adobe Audience Manager and Adobe Experience Manager solutions. Liberty Global first rolled out the web content management and digital asset management capabilities of Adobe Experience Manager in Germany and gave marketing managers an intuitive interface to create and deliver dynamic digital content to customers across devices. Today, Experience Manager supports Liberty Global in all of their markets across Europe. You can read the entire success story here.
The reimagination of marketing is being driven by the new wealth of data insights being gleaned via more sophisticated data analytics. We can learn more and more about the human element in marketing which reduces the uncertainty in knowing what the customer wants. The same goes for following the data-driven journey of the customer through time. We know more, and that leads to being able to predict with a greater degree of accuracy what to expect. Bill Ingram, who oversees the strategic direction and development of Adobe Analytics had this to say about the emerging trends in analytics. “In my 10+ years in this industry, I’ve never been more excited about what Adobe Analytics is solving for our customers. I couldn’t be more thrilled to see prediction, machine learning, and simple user experiences converge to serve the analytics needs of the world’s most innovative brands.”
It will take a concerted effort across the board for all marketers to embrace change and adopt integrated technology platforms so that data can be used to its maximum effect. Dr. Max McKeown, the award-winning author, and strategist will deliver the closing keynote presentation at Adobe Symposium 2015. Using the art and science implicit in any innovation strategy, Dr. Max will help you tackle the critical challenges you face both in developing strategies to embrace change and putting them into action. Join Adobe Symposium TV .
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