Adobe maps out vision for digital marketing

ADOBE   DIGITAL MARKETING   SOCIAL MEDIA

Salt Lake City - A new-look Adobe has mapped out a vision of the future of digital marketing, defined by what it calls the 'digital self' and the critical role of data, privacy and technology.

This definition has not come easy or cheap for Adobe, which in the past few years has made a wave of acquisitions to arrive here, but it certainly looks to have paid off.

Opening the first day of its annual Digital Marketing Summit, held in the snow-capped mountains of Salt Lake City, Brad Rencher (pictured), SVP and GM of digital marketing at Adobe, said we now live and work in a reality that is defined by instantaneous relevance.

Creating meaningful interactions across the areas of social and mobile are some of the biggest concerns for marketers in this new landscape and he said consumers want their experience to be more personal and relevant than ever.

"The digital self is shaping the future of marketing," Rencher said.

"Data in all its forms paints a picture of who your customer really is and within this lies the smaller, critical insights that drive success.

"This is a contract we hold with consumers and as marketers we simply can not violate it. Because at the end of the day the consumer will be the judge of how well we do. Ultimately, I believe we will be held to a higher standard by consumers than any privacy policy," he added.

Rencher argued that the digital self has gone from academic to actionable and said it will gather speed at a rapid rate.

"We don't have to think too far ahead to realise that experiences will be more authentic, more individualised. When I walk into my living room there's fingerprints all over my TV. That's my three year-old trying to swipe it."

The company today also launched a number of new products around the areas of social media, predictive marketing and personalisation.

One product, Adobe Social, gives marketers the ability to monitor social media, manage social ad buying and deep analytics of social interactions. Rencher said its social offering brings "control and accountability" to the area of social marketing.

"The ultimate aim is to help social media as a marketing channel mature and prove its worth alongside other digital marketing investments,” he said. 

Arianna Huffington, editor-in-chief of The Huffington Post, along with Biz Stone, co-founder of Twitter, will give keynote presentations.

NOTE:  Adobe paid for this reporters flights and accommodation to the 2012 the Adobe Digital Marketing Summit.

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