The Adobe Summit in Las Vegas is where I find myself this week in the constant search for creativity using martech. It has been running day and night from March 26th and is wrapping up today April 2. The big pressure on companies and brands now to produce creatively using their current Martech investment is a key program of work for 2019.
Company web sites have evolved from the static content and word processor approach to the primary business, marketing and sales application to create brand preference that grows the companies e-commerce approach primarily driven via machine learning and new digital applications.
The high-pressure environment for CIOs, CTOs, and CMOs who are currently making decisions on their martech investment is now a constant conversation in many board rooms and investment working groups.
Brands need much more than just touching up of existing photos combining with some long-form copy to great a category winning customer-led business solution that drives new revenue. Hence why some feel when discussing technology license and renewal agreements their current Adobe tool investment has not gone far enough. More work to be done in other words.
Brands require creativity first to go alongside a digital economy strategy and then the technology and toolset license agreement that delivers and creates compelling and personalized customer presentations always looking to improve customer experiences and revenue outcomes.
This is done using frictionless customer journey programs using a combination of text, sound, and videos that can be assessed in omnichannel environments using gesture and voice commands.
At Adobe Summit, Adobe unveiled the latest Adobe Experience Cloud innovations, including Adobe Commerce Cloud and Marketo Engage, as well as global availability of Adobe Experience Platform.
Microsoft CEO Satya Nadella, Best Buy CEO Hubert Joly, Chegg CEO Dan Rosensweig, Intuit CIO Atticus Tysen and SunTrust Bank CMO Susan Johnson shared their respective enterprise playbooks for digital transformation. Additionally, Adobe announced key strategic partnerships with ServiceNow, Microsoft, and LinkedIn to accelerate Customer Experience Management (CXM) across enterprises.
Adobe continues to push to be the only martech tool provider that is constantly acquiring leading capabilities across the customer journey, adding marketing automation and commerce capabilities to bookend its strong digital foundation of content and data within experience cloud.
WPP is a key partner to Adobe for many years and has strategically developed a leading set of capabilities to respond to market demand for agile, technology-enabled customer experiences across the Adobe experience cloud suite.
At WPP we have over 2,225 Adobe Experience cloud practitioners, over 375 Adobe Experience Cloud Certificates and 6 Adobe Experience Cloud Advisory Board seats so our commitment is high to this martech partner.
The Adobe Sumit was attended by over 16,000 people that included Adobe direct clients as well as clients that use Adobe through a myriad of partners and add ons who assist organizations implement their big, complex solutions.
At WPP our unrivaled Adobe capability has the most comprehensive experience and expertise than anyone else in the industry. Period.
Our specialized WPP agency brands have a long-standing and deep relationship with Adobe and other experience technology companies for many years.
Adobe is a long partner of mine personally both direct to client and to the agency as a toolset for our creativity. At WPP we use them in four key areas of our business offering across communications, experience, commerce, and technology.
WPP as a creative transformation company know two things: there’s a future in becoming a systems integrator for the likes of Adobe and it is a key offering when stitching together Microsoft, Google, Salesforce and other web CMS platforms together to create business solutions.
The prospects of one company owning all of a customer’s data remains a scary one for our clients and marketing leaders now either have full responsibility, or part of a key stakeholder in the companies overall enterprise technology decisions and that landscape constantly changes.
Adobe is a giant tech company at a market cap of ($130.21 billion) but they are still small in the titanic battle martech industry is on. If you decide Adobe you will likley need to integrate with Microsoft ($919.36 billion) SAP($141.80 billion), Oracle ($184.55 billion) and IBM (127.10 billion) via your direct digitial ecosystem or via partner programs.
Outside of these key martech players, you also have integration points to the media platform providers with the market caps of Google ($844.52 billion), Amazon ($900.53 billion) and Salesforce ($122.52 billion) and LinkedIn ($26.2 billion acquisition from Microsoft.
This challenge of constant change and evolution of technology keeps everyone at WPP engaged and challenged and we enjoy being a strategic partner at the intersection of all these points with our clients.
Our WPP agency team were aplenty at the Adobe Summit as we scattered ourselves across the 300 sessions and labs either presenting or we found ourselves within the eleven content tracks that included;
- Analytics & Data Management
- B2B Marketing Automation with Marketo
- Content & Experience Management
- Design-Led Customer Experiences
- Email & Omnichannel Marketing
- Experience-Driven Commerce with Magento
- Marketing Innovations
- Platform, Machine Learning & Ecosystem
The most interesting aspect of the Adobe summit this year for me personally was seeing Microsoft getting heavily involved in the conference with Microsoft CEO Satya Nadellaand keynoting and showing the integration of their business tools and putting some life into the category beyond Office.
Microsoft is doing great with Azure but the other office tools and larger applications like the Dynamics portfolio have some slow traction in client uptake. What was signaled at the summit was the relationship between Dynamics CRM and the Adobe marketing suite is going to get stronger. Microsoft and Adobe pushed an extension of the Open Data Initiative (ODI) partnership with SAP and their investment in Account-Based Experiences (ABX) with LinkedIn is going to see a lot of new opportunities.
Adobe and ServiceNow announced plans should enable integrations between Adobe Experience Platform and the ServiceNow Now Platform to enhance Adobe’s real-time customer profiles with ServiceNow’s rich customer support data. This will create a more comprehensive view of a customer across the entire digital journey, from acquisition to service. Additionally, Adobe Experience Cloud solutions will integrate with the ServiceNow Now Platform, including its Customer Service Management (CSM) solutions.
Adobe and ServiceNow will partner to enable their mutual customers to integrate and leverage digital workflows, service catalogs, intelligent content and knowledge management capabilities (see press release).