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.
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.
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.
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.