Discover How to Power Personalization at these Adobe Summit Sessions
Plan now to hear from top brands and industry experts on the tools and strategies you need to deliver personalized customer experiences.
by Amanda Sanchez
posted on 02-15-2019
“Don’t take it personally” is a wise rule to follow — but not when it comes to content. As a marketer, your mantra should be the opposite: Make everything personal. The more personal, the better.
Three Adobe Summit 2019 tracks — Email and Omnichannel Marketing, Content and Experience Management, and Personalization — have sessions with industry experts, leading brands, and expert marketers to teach you to deliver the most effective — and personalized — digital experiences that delight your customers and drive your bottom line.
Whether on your website, via email or messaging, or in a mobile app, you can learn to increase engagement, conversion, and loyalty. And that adds up to increased revenue for your business.
“Omnichannel is a huge, huge piece of Summit this year,” says Shelby Britton, group product marketing manager at Adobe. “We’re also unpacking the notion of cloud-first and cloud-native platforms, as well as content velocity, especially with the asset integration between Creative Cloud and Marketing Cloud.”
Here’s a sneak peek of some of the exciting information available in these tracks:
Learn from your peers at top brands
Don’t miss the chance to hear “How Kohl’s Architected its Personalization Program for Scale and Success.” Kohl’s recently completed its journey of building a high-performing testing and personalization program. Learn valuable insights that Kohl’s discovered as it evolved and expanded its program from the ground up, including how to handle the challenging moments that we all inevitably encounter along the way.
As you evaluate your processes and business goals, learn from “Albertsons’ Digital Transformation and the Customer Experience.” With Adobe solutions and a lot of hard work, they increased e-commerce sales from the previous year by 113 percent! In this session, they’ll share the ups and downs of this evolution and the lessons they learned on the journey to a better customer experience.
On your own quest to create the best customer experience possible for your customers, you need the right tools. In “Always Connect: Under Armour’s Key to Success with Adobe Experience Manager,” you’ll see how Under Armour maximized performance with digital asset management. By equipping its digital marketing teams with the tools they need to deliver engaging, conversion-driven experiences, Under Armour is now able to provide the performance solutions its customers can’t live without — and you can do the same.
No matter what industry you’re involved in, meaningful, actionable customer communications are central to building relationships and driving your bottom line. No one knows that like Virgin Holidays.
In their session, “Take a Hike: How Virgin Holidays Ditched the Status Quo & Changed Vacation,” Chris Insall, manager of customer communications at Virgin Holidays, talks realigning their customer communications strategy using Adobe Campaign. This transformational communications overhaul enabled the travel giant to deliver personalized communications at scale, spanning email, SMS, direct mail, and outbound calls. Together, this drove significant engagement, conversions, and loyalty that continues to fuel their success.
To tie the pieces together, be sure to hit up “Personalization All-Stars: Tales from the Trenches,” a showcase of standout AI-powered personalization stories. This session gives attendees a chance to learn about best practices in everything including personalizing websites, mobile sites, mobile apps, emails, and more, all with an eye on how marketers created amazing AOV, out-the-roof RPV, and high conversion rates using simple strategies.
Solutions for success
The experience you deliver and the success of your business go hand in hand. Personalization across content is a huge part of making that customer experience memorable and effective. At Summit, you’ll learn actionable strategies that you can take home and immediately apply in your organization.
Many organizations struggle with providing consistent experiences across the customer journey. These challenges grow exponentially when you need to consider a global audience. In “5 Steps for Success in Global Marketing with Adobe Campaign Standard,” you’ll learn how Adobe Campaign Standard, part of the Adobe Experience Cloud, is uniquely positioned to help you execute a global marketing strategy that focuses on customer experience and digital transformation.
Lack of unified data and proactive marketing tools can make it hard to succeed. “Delivering on the Experience Promise: A DMP Roadmap Toward Maturity” showcases the advanced tools within the Adobe Experience Manager data management platform. During this workshop, you’ll gain the know-how to master the optimization loop, including analyzing, activating, and optimizing audiences from a centralized, experience-focused platform.
From there, “Create Compelling Mobile Experiences That Engage and Convert with SDK 5,” unpacks how to optimize experiences specifically for mobile. The good news: optimization doesn’t have to start with a complex implementation. Instead, you can apply basic strategies to get you well on your way to winning in mobile engagement. This hands-on lab will show you how to optimize onboarding, monetize your mobile efforts, and re-engage your users with A/B testing and experience targeting.
Be your best (marketing) self
While there’s no question you’ll come back from Summit with new and enhanced skills, insights, and inspiration, there are a number of sessions designed to truly “upskill” — to ensure you slide back into your desk on Monday an even better marketer.
“There’s a lot happening in our world right now,” Shelby says. “Developers are finding unique ways to develop content experiences for different platforms that didn’t exist even a year or two ago — Alexa and voice, artificial intelligence, machine learning. In these sessions, we’ll be helping attendees gain critical skills while, at the same time, showing them how they can create content and experiences within Adobe solutions, making those experiences very fluid across every channel.”
Attend “Expertly Optimize Conversion Rates with Adobe Target” and come back from Summit a conversion rate master. This session digs into the basics of utilizing Adobe Target with a single line of code. Discover how Adobe’s three-step guided workflow supports fast-paced iteration on experience testing and personalization, and see how to launch A/B tests, MV tests, and other experience targeting activities live in the user interface.
Taking things a step further, learn what to do when A/B testing isn’t enough in the session “Personalize Offers and Experiences with AI-Powered Personalization.” Through targeted insights and a deep dive into Adobe Target’s AI automation and data science capabilities, you’ll walk out ready to launch rules-based and automated personalization activities and convert an A/B test to an auto-targeted activity using one-click personalization.
After all this, you won’t want to miss “Adobe Experience Manager Rock Star: The Top Tips Are Here.” The finalists of a global Experience Manager rock star search will share their hottest tips, tricks, and strategies for using Experience Cloud solutions to solve business challenges. Through live demos you’ll deepen your digital marketing repertoire and become a bona fide Experience Manager guru.
“There’s a lot emerging, and so much new technology for publishing cross-channel,” Shelby says. “We want our customers to know all about it — but we also want them to know you can still use Adobe Experience Manager and other Adobe solutions as your foundation.”
Don’t miss Adobe Summit, March 26-28, 2019 at The Venetian | The Palazzo in Las Vegas. Register now and choose from over 300 sessions and labs, including those in the Personalization track, Content and Experience Management track, and Email and Omnichannel Marketing track.
Use code S18SMDC to save $200 when you register for #AdobeSummit.
See you there!
Topics: News, Adobe Summit
Products: Campaign, Experience Cloud, Experience Manager, Target