Adobe Summit 2016: CMO.com Team Coverage

CMO.com was in Las Vegas for Adobe Summit 2016, our parent company’s annual digital marketing event. Read on for our live coverage, plus preconference interviews with six speakers,

CMO.com was in Las Vegas for Adobe Summit 2016, our parent company’s annual digital marketing conference. Of particular focus: how marketers can combine creativity, content, and data to create amazing customer experiences.

Read on for our live coverage …

Adobe Summit: IoT Moves Into ‘Systems’ Phase

AnyPresence CMO Susan Miller and Rich Strader, Ford Motor’s director, enterprise and emerging IT, addressed the changing landscape during the “Let’s get physical” session.

[Adobe Summit: CX Is The ‘Retail Differentiator’

](http://www.cmo.com/articles/2016/3/28/adobe-summit-cx-is-the-retail-differentiator.html)A session about digital transformation in retail, led by Adobe’s Michael Klein, highlighted how innovative retailers are standing out—having nothing to do with offering the best price.

[Adobe Summit 2016: ‘Always-Connected’ Consumers Hard To Measure, Monetize

](http://www.cmo.com/articles/2016/3/24/adobe-summit-2016-alwaysconnected-consumers-hard-to-measure-monetize.html)“From the living room, to the stadium, to the fast lane, content is everywhere all the time,” said Jennifer Cooper, Adobe’s global director of industry strategy, media and entertainment, at the M&E Super Session on the closing day of Adobe Summit 2016.

[Donny Osmond Tells Summit Audience: Respect Your Brand

](http://www.cmo.com/articles/2016/3/23/donny-osmond-tells-summit-audience-respect-your-brand.html)Dan Berthiaume, Adobe’s director of CMO Communications, spoke with the multitalented entertainer about how he has built a diverse, Osmond-branded portfolio using an omnichannel approach.

[Adobe Summit, Day 2: Storytelling Is Marketers’ Most Powerful Tool

](http://www.cmo.com/articles/2016/3/23/adobe-summit-day-2-storytelling-is-marketers-most-powerful-tool.html)So said Adobe VP John Mellor, speaking at Summit’s Tuesday general session. He was followed on stage by Mattel president Richard Dickson (above), who talked about brand reinvention, and Cirque du Soleil VP Alma Derricks, who highlighted her digital content strategy.

[Adobe Summit: ‘If An Experience Isn’t Shared, It Didn’t Happen,’ Says Solis

](http://www.cmo.com/articles/2016/3/23/adobe-summit-if-an-experience-isnt-shared-it-didnt-happen-says-solis.html)Brian Solis is one of the leading authorities on why delivering a relevant customer experience is the next brand differentiator. So who better to talk at Adobe Summit about the future of brand is experience than Altimeter Group’s principal analyst?

**[Adobe Summit: Welcome To The ‘Experience Era’

](http://www.cmo.com/articles/2016/3/22/adobe-summit-welcome-to-the-experience-era.html)**Marketers are no longer in the business of selling products. “We are selling experiences,” said Brad Rencher, EVP and GM of digital marketing at Adobe, speaking to 10,000-plus attendees at Adobe Summit 2016. “This is the new reality.”

Preconference articles featuring a half-dozen Adobe Summit speakers:

Adobe Digital Index principal Tamara Gaffney provided a preview of her Adobe Summit 2016 presentation for the Silicon Valley Executive Network’s “CMO Futures Series.”

](http://www.cmo.com/articles/2016/3/9/adobe-privacy-chief-privacy-doesnt-have-to-be-scary.html)When privacy comes up in conversation, many marketers tend to zone out—whether from fear, boredom, or both. But MeMe Rasmussen, chief privacy officer at Adobe, says marketers shouldn’t be afraid—as long as they do the following.

Many brands are still grappling with mastering great customer experience. In a prequel to his upcoming presentation at Adobe Summit, Paul Greenberg, a.k.a. “the Godfather of CRM,” details the importance of playing into consumers’ sense of self-interest and choice.

What does it take to market a brand for which upside down and inside out is normal? For that we turn the spotlight on Cirque’s VP of sales and marketing, Alma Derricks.

There were many roads for Donny Osmond to take in his 50-year career as an entertainer. As this exclusive CMO.com interview makes clear, he chose to keep moving forward, realizing that show business, like any business, is about protecting your brand and reinvention.

Overseeing marketing of the comedy cable channel is serious business for Walter Levitt, who has led numerous successful new initiatives, including a strategic repositioning of the brand and the introduction of many multiplatform hits.

See what the Twitterverse is saying about Adobe Summit: