The annual Adobe Digital Marketing Summit will take place in Salt Lake City from 24th to 28th March. It is one of those events that we, digital marketing professionals, should keep our eyes glued to. Adobe is offering all sorts of creative products like the ones we, at Easy Explain Video, use for creating explainer videos for our clients: Adobe Illustrator, After Effects or Premier. In the same way that we use their products to create videos, so Adobe uses explainer videos to help customers understand their products. That is how this game is played and we are glad to know that one of the digital marketing giants thinks alike, justifying the usability and importance of explainer animations. The following is the one that Adobe uses to demonstrate what the Adobe Marketing Cloud is about, which is the main topic of this year’s marketing summit.

Adobe has been one of the most innovative digital marketing companies in recent years and last year at the same summit they announced the improvements they had made to their marketing cloud. This year the summit will focus on data mining, privacy, content management, social campaigns, personalization, targeting etc. – pretty much the topics that companies need to get right if they want to maximize their online marketing strategies.

Let’s have a look at the 5 reasons why you will fall in love with Adobe Marketing Cloud today:

Web content management and experience-driven commerce

Adobe Experience Manager is an amazing tool for content management and branding which is a huge challenge for global companies to manage efficiently. It helps in generating and maintaining a consistent digital appearance globally while keeping the needs of local markets very much in mind. It also drives demand while working perfectly on all devices, which is an unquestionable asset.

The summit will cover how to automate internal workflows to promote and proliferate editorial content across print, media, and web. Concrete examples will be given on how innovative organizations are using web experience management to stand out in the market and meet their customers’ needs, which is after all the focus of all business stragegies.

Where brands have to reach people across cultures, languages, and geographies, success lies in recognizing their essential differences. It will be your chance to discover how to build a great global brand presence based on authentic content while at the same time giving local teams the freedom and ownership needed to personalize their marketing efforts to their target demographic. Local knowledge is a key to individualising initiatives, treating clientele as sentient humans rather than statistics on paper.

Social Marketing

Using Adobe Social marketers can assist in monitoring the progress of their social media channels. Advanced marketers have an in-depth understanding of social marketing’s value as an important element of the marketing mix and of delivering real returns by integrating social elements into all forms of customer interaction. Adobe Social and the powerful data analysis capabilities of Adobe Analytics are set to optimize cross-channel audience segmentation and marketing efforts. Needless to say, we have all noted that there has been an increase in the level of the visual social web in engaging with brands. Sessions at the summit will show examples of how leading brands capitalise on this engagement and make it their own.

It will be possible to see how you can use new analytic and engagement techniques with Adobe Social to accelerate your customer’s journey. It’s the time to get to grips with Adobe Social and to home in on the right framework. Time is of the essence..

Marketing Analytics

The aim of Adobe Analytics is to be able to make decisions based on “metrics not myths”, a winning formula in modern marketing, says Adobe and we echo this statement. It collects, analyses and divides customers into segments allowing us to get the insights we need.

The way Audi use Adobe Analytics is, indeed, a great example of clever data-driven marketing strategy: among other initiatives, they closely monitor the most popular feature on their website: the Audi Configurator. By analysing data, they can predict which cars they can expect to have on demand in certain regions. It is self-evident that foreknowledge gives valuable insights into productivity and logistical issues and preventing hitches which would slow down conversions. Metrics allow advertisers to predict more accurately future revenue opportunities. One example is using data effectively to test new and underperforming keywords to increase ROI from search engine marketing. Keywords are important in understanding how social marketing fits into the overall mix through search and display, as well as earned and owned recognition.

Personalisation and Optimisation

Adobe Target sets out to increase conversion, based on customer preferences and it optimises these insights to deliver truly relevant content meeting the needs of customers and increasing conversion. It understands customer preferences and personalizes every page instantly, allowing the inclusion of personalised high-class treatment on the website, apps and other digital interactions.

It is vital to apply location data to mobile marketing efforts effectively. At the summit it will be convenient to learn how to leverage your online and offline data for advanced personalization and targeting strategies and to improve your customers’ experience and increase revenue in all marketing channels and across devices. A holistic approach is within reach of all interested parties. By leveraging Adobe Analytics with Adobe Target, detailed insights can be drawn to prioritize optimization activities and improve KPIs.

The new Adobe Marketing Cloud UI helps integrate the various solutions and capabilities, making it easier to use and more intuitive.

It will be useful to hear how Adobe uses the Adobe Marketing Cloud to personalize the user experience throughout the Creative Cloud and learn how to replicate this success within your own organization.

Marriott International, Lenovo, Symantec, SAP and VML will give revealing talks about the constructive ways in which they have used the numerous, varied and highly effective capabilities of Adobe Target since the previous summit last year.

Digital Advertising

Adobe Media Optimiser, designed to forecast campaign performance, enables delivery of targeted ads and leverage data to optimize spending intelligently, predicting and forecasting campaign performance.

The consumer’s path to eventual purchase has fundamentally changed, causing brands and retailers to reinvent shopper marketing. Consumer expectations have risen 24% in the past 15 years and they now demand a highly relevant, context-sensitive shopping experience anytime, anywhere. A benchmarking survey sponsored by Razorfish and Adobe found that companies recognize this change but they struggle to deliver. This again is all about data. The only way of predicting and forecasting campaign performance is through data analysis.

Awareness of the manner in which mobile use, the proliferation of new ad types and the convergence of search engine management and other channels have pushed search marketing forward faster in the past year than in the previous five will give a head start in what to expect in the future. Forewarned is forearmed in this case.

All in all we are looking into an interesting week in Salt Lake City…

Anyway, just click here if you are interested in our marketing video portfolio.