Operating in a true digital marketing world

With near­ly 2000 del­e­gates attend­ing, one of the high­est attend­ed tracks at this years Adobe Sum­mit was the Dig­i­tal Mar­ket­ing Oper­a­tions (DMO) Track. Why was it so pop­u­lar? Well the track was curat­ed so del­e­gates attend­ing Sum­mit could learn how the mul­ti­tude of dif­fer­ing dig­i­tal mar­ket­ing solu­tions and dig­i­tal tal­ents can be effec­tive­ly inte­grat­ed into new excit­ing and prof­itable brands and businesses.

The dig­i­tal mar­ket­ing experts who attend Sum­mit are ful­ly aware that in the year 2015, it sim­ply isn’t the case that they can pro­vide a dynam­ic web­site to their cus­tomers and the job is done. Brands now have to use dig­i­tal to attract cus­tomers to their busi­ness, pro­vide those cus­tomers with thrilling real time, mobile and dig­i­tal expe­ri­ences, expe­ri­ences that are per­son­alised but not creepy; whilst at the same time also treat­ing cus­tomers per­son­al data with the utmost respect. There is now a lot more demand on the mar­ket­ing depart­ment to inte­grate dig­i­tal mar­ket­ing across the whole busi­ness and effi­cient­ly and accu­rate­ly report and act upon their activ­i­ties. Long gone are the days when dig­i­tal mar­ket­ing was just about deliv­er­ing a snazzy website.

One impor­tant aspect of the track con­tent was to help guide del­e­gates through, what for some, is still observed as a com­plex maze of dig­i­tal trans­for­ma­tion and advise them how to oper­ate as a note­wor­thy brand in todays dig­i­tal environment.

For exam­ple we heard from Euro­bet who spoke with Bran­don Hart­ness in DM06 . Euro­bet utilise many dif­fer­ing dig­i­tal mar­ket­ing and cre­ative solu­tions togeth­er as such they can now pro­vide cus­tomers great dig­i­tal expe­ri­ences and pro­vide these expe­ri­ences effec­tive­ly on an indus­tri­al scale.

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DM06 — Deliv­er­ing engag­ing expe­ri­ences both online and offline

In ses­sion DM01 James Trud­gian, Sam Hes­el­tine and Chris Grim­sey deliv­ered a fan­tas­tic ses­sion on how Data Man­age­ment Plat­form can tru­ly change a busi­ness and sim­ply. They explained that this is done by allow­ing brands to total­ly under­stand their cus­tomers across ALL touch points and pro­vide a plat­form to help those cus­tomers ful­ly engage with the brand.

DM01 — short high­light video

The three speak­ers gave great insight into demys­ti­fy­ing data man­age­ment plat­forms and remind­ed the audi­ence that brands need to deliv­er mes­sages to peo­ple and not just to devices.

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DM01 — Data Man­age­ment Platform

Deliv­er­ing great per­son­alised expe­ri­ences is what suc­cess­ful and sig­nif­i­cant brands in 2015 should aspire to, but it is worth not­ing that brands who want to pro­vide great per­son­alised expe­ri­ences should not be creepy and they should treat per­son­al data and cus­tomer pri­va­cy with the utmost of care. Adobe’s Chief Pri­va­cy Offi­cer Meme Jacobs Ras­mussen mod­er­at­ed a pan­el on the hot top­ic of what real­ly mat­ters to mar­keters when it comes to pri­va­cy. In short brands should make it clear what they will do with per­son­al data up front, only do what they say they will do with that data and they should nev­er devi­ate. Mis­han­dling or mis­use of pri­vate data is not a great option for brands. You can watch the whole pan­el dis­cus­sion on Sum­mit Online.

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DM03 — Pri­va­cy Mat­ter for Marketers

One of the high­lights of the track was at two o’clock on the sec­ond day. It was at this time we ran an indus­try after­noon , deliv­er­ing indus­try spe­cif­ic super ses­sions for the retail, auto­mo­tive, trav­el, tel­co, finan­cial ser­vices and media and enter­tain­ment indus­tries. These six ses­sions all rat­ed high­ly by a large num­ber of the del­e­gates vis­it­ing Sum­mit. The ses­sions focussed on how advanced dig­i­tal mar­ket­ing is now key to the suc­cess of house­hold brands such as L’OCCITANE, Volk­swa­gen ‚RyanAir, Voda­fone, RBS and UBS.

Of course Sum­mit is an event that has a focus on our own Adobe tech­nol­o­gy. In the DMO track sev­er­al ses­sions ded­i­cat­ed to dis­cussing Adobe dig­i­tal mar­ket­ing core ser­vices . Core ser­vices are impor­tant as they are key to help­ing brands effi­cient­ly glue togeth­er many mar­ket­ing cloud and cre­ative cloud func­tions togeth­er, with ease and at scale. One ses­sion, DM12, summed up core ser­vices well in its title ‘turn this on now to become an agile mar­ket­ing nin­ja’. In this ses­sion Corey Spencer demon­strat­ed the impor­tance and sim­plic­i­ty of deploy­ing dynam­ic tag man­age­ment and demon­strat­ed how glob­al brands use DTM across many many domains.

This years Sum­mit had far more feed­back respons­es through the Adobe Mar­ket­ing Cloud pow­ered mobile event app than ever before. With around half the DMO track audi­ence pro­vid­ing feed­back, I am con­fi­dent that the DMO track was well received but I want to do bet­ter next year. If you attend­ed any of the DMO ses­sions, thank you for your time and I hope the ses­sions deliv­ered by our speak­ers met your expec­ta­tions. If you did not man­age to attend the DMO track this year, then the full video’s for all these ses­sions are now pub­lished and can be watched on Sum­mit Online.

If you have idea’s for what con­tent should be cov­ered at next years event why not tweet your ideas or fol­low me @MikeQuinn .

Thank you for read­ing. Now go and be an agile mar­ket­ing ninja.