Adobe Experience Festival Unveils What it Takes to Deliver Amazing Customer Experiences
by Melanie Dichtl
Posted on 04-11-2019
Held over two days, our first virtual event, Experience Festival, was a huge success with thousands of participants. For those that may have missed out, the event broadly explored the role of digital transformation in customer experience management, with deep dive sessions into the role of AI in marketing, significance of data analytics, content velocity and personalised experiences, among others.
We were honoured to have household brand names participate in the discussion with us – from Twitter, Microsoft, RBS, Douglas, Allianz, Club Med, and Penguin Random House. They all shared insights into how brands can effectively use digital to connect more profoundly with their audiences. Penguin Random House discussed their own digital transformation story, explaining how the company tapped into consumer behaviour online to connect authors and their books with new audiences.
Several sessions focused specifically on personalised customer communications, and its ability to drive sales and strengthen customer loyalty. RBS shared their own experience rolling out one-to-one marketing in “Always On, Always Personal, Always Relevant”. Adobe’s own Axel Schaefer and Andrew Hawkins talked about the importance of brand relevancy in “Experiences should be personal. Anything else is irrelevant”.
Of course, in today’s digital marketing world, any discussion on digital transformation will sooner or later turn to the critical area of data analytics, and this was naturally the subject of several sessions. “Fragmented data is leaving your customers with flawed experiences” explored how many brands are finding ways to convert significant amounts of data into useful insights. The session further outlined the ways in which brands can extract more value from their analytics by collapsing data silos within their organisations.
Several presenters spring boarded from data to AI, discussing its potential to amplify human creativity in marketing. Adobe experts led two presentations on the topic, “Between Business and Creativity: AI-driven Customer Experiences” and “Context Is Everything – The Role of AI in Marketing”. In another session, “The future of work: Artificial Intelligence, sensors, virtual universes and space pioneers”, Futurist Sophie Hackford looked at how AI fits into the overall modern work landscape.
As you can see, the event covered a lot of thought-provoking topics, and those who tuned in took away useful learnings to get the most out of customer experience management to create and deliver compelling, personalised experiences across the entire customer journey. If you missed Experience Festival, it’s not too late – as of today, all the presentation recordings have been made available online, (in English, German and French). Head here to find out how you can tap into the latest in digital marketing to improve your connections with customers, and build your bottom line.
If the Adobe Experience Festival made you hungry for more insights on Customer Experience Management and digital transformation make sure to join us live for Adobe Summit in London on 15 – 16 May. Reserve your tickets here.
Topics: Digital Transformation, customer experience, Experience festival, UK, UK Exclusive, Digital EMEA