Market Leaders And Fast Followers Celebrate Over A Decade Of Digital Marketing Vision
In 2004, Omniture founder Josh James, an avid skier, held the first Summit atop the Snowbird Ski Resort for 270 early adopters and converted. Fast forward eleven years to 2014, an estimated 5600+ customers, partners, influencers, and prospects gathered at the Salt Palace in Salt Lake City, Utah, March 25th to March 28th, 2014, in search of reinvention in digital marketing (see Figure 1). Since that time, Adobe Summit has emerged as a must attend event for those looking at the entire digital experience from creative to commerce. Despite the size, this year’s event remained equally intimate. At almost every venue, restaurant, or session, attendees remarked on how easy it was to meet people and discover, connect, and engage on the future of digital marketing.
Figure 1. Adobe CEO, Shantanu Narayen Opening The General Session on the Need for Reinvention In Marketing
Adobe Summit 2014 Announcements Focus On Needs Versus Wants
New product enhancements, a new release, and a few key partnerships highlight advancements in Marketing Cloud which includes a number of organically developed products and acquisitions of Omniture, Day Software, Efficient Frontier, and Neolane. Today, the Adobe Marketing Cloud includes Adobe Social, Adobe Analytics, Adobe Target, Adobe Experience Manager, Adobe Media Optimizer, and Adobe Campaign (see Figure 2). This year’s announcements reflect a need to improve integration among the acquisitions and deliver core needs versus nice to have capabilities. Main announcements from this year’s summit include:
- Adobe Marketing Cloud Core Services Improve Suite Value. Adobe announced new cores services for Marketing Cloud. These services include a key master marketing profile, shared assets, marketing mix planning, identity, contextual activation, tag management, integration, and collaboration.
Point of view (POV): The core marketing services are much needed to bring not only the acquisitions together, but also future partner integrations. The Master Marketing Profile allows marketers to aggregate profiles information from multiple sources. Shared assets put the power of the Adobe Creative Suite to work allowing marketers to create once use everywhere. Marketing mix planning enables marketers to tie together attribution, analytics, media planning and execution to analytics and campaign activation. The new identity capabilities are a good start, but much more will be required to support commerce apps entering a digital business world where trust is the new currency and transparency must balance privacy.