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Adobe’s annual digital marketing conference has once again given us a fantastic insight into the future of business and consumerism. Showcasing the latest marketing and innovation tools, we saw the “experience business” wave take the main stage at this year’s conference.
“Every brand should be obsessed about giving customers a relevant,
seamless and personalised experience throughout their entire journey”
Brad Rencher, Executive Vice President and General Manager,
On Wednesday the 11th May 2016, Brad Rencher explored how brands can deliver powerful experiences to consumers. Industries including retail and banking have already witnessed and reacted to the consumer power shift, which Adobe believes is the reason organisations must now become “experience businesses”.
Successful organisations will provide a personalised experience at every touch point with consumers, providing them an overall compelling experience. This factor is specifically impacting the retail sector, as we are now seeing top retailers battle it out to provide the best in-store and online experience to consumers. Adobe are “laser-focused” enabling their customers to create these “stand-out” experiences, revolutionising industries and changing the way we engage with our audience.
Kate Ancketill, Chief Executive and Founder of GDR Creative Intelligence, spoke of the importance virtual and augmented reality technology is having as prices for the technology are becoming more affordable. The future of industries such as travel are at risk of becoming disrupted due to this consumer expectation. The Google Glass may not have worked commercially, however there could be a gap in the market for this product at a service level.
“If you think that the Internet of Things (IoT) will not affect your industry,
think again, because you’re in for a shock”
Cameron Hulett, Chief Commercial Officer at Evrythng
Despite its coverage, many brands have yet to utilise the potential the IoT will have. It is the proactive industries who have embraced this technology that will benefit from what the IoT can offer. Hulett went on to explain that the IoT is not just about connectivity and smart homes. It is also about companies communicating with their products throughout their lifecycle, avoiding counterfeiting, securing their supply chain and tracking the item for better insight. This could have helped Marks & Spencer avoid their distribution centre issues in Christmas 2014, which saw a disconnect between their online offerings and delivery service.
“Businesses have got to build a framework that encourages experimentation,
otherwise it just won’t happen”
Jeremy Basset, Head of Unilever Foundry
The Adobe Summit was not only insightful but thought provoking. We must begin asking the right questions, are we focusing enough on our customer experience? Are we improving our experience at every touch point? Can we implement new technology to attract consumers?
There is no doubt that the “experience business” the Adobe Summit focused on is going to be the new competitive battleground for a current and future competitive advantage. The companies asking and implementing these questions are the most proactive and innovative, and certainly the ones that will benefit from the competitive advantage in the future.
Luke Adams | Associate Director
0203 301 9911 | firstname.lastname@example.org
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