The Adobe Summit 2016 General Session opened Shantanu Narayen, CEO of Adobe, welcoming the crowd. He gave several examples of success:
- Deadpool and their social campaign with an irreverent tone. It led to a huge grossing film
- Mastercard started their Priceless surprises campaign in digital form
- Digital Experience has made it easy to book your theme park vacation
- Retail digital experiences continually make it easier to
- Shantanu booked a ticket to the last Kobe Bryant game all online flights, hotel, ticket.
Digital experiences need to be provocative and predictive.
Quote: This is the experience era
Experiences are the basis for new competition.
Quote: No one wants to be disrupted by an upstart with a better solution
Experiences and the technology to deliver it has become more important. Now it’s about using data to create that exeprience.
Adobe organizes itself:
- Digital Media (Creative Cloud)
- Digital Document (Adobe Document Cloud)
- Digital Marketing (Adobe Marketing Cloud)
- (anyone see a theme going on?)
Shantanu then went on to talk about how these three clouds will become part of the Adobe.core platform. It will be part of a larger ecosystem. Think about what that means btw. This is n’t just integrating Marketing Cloud but integrating it all.
Adobe Mission: Changing the world through digital experiences
Brad Rencher: EVP and GM Digital Marketing
Summit Data:
- The entire C Suite is in the room
- Data scientists
- Architects
- Manager
- Developers
Quote: Digital Marketing is not about Adobe, you, your partners. It’s about PEOPE
Quote: Marketers are caretakers of the customer experience
The need to understand data and to “know” your customers is becoming more challenging. it’s the internet of things. Customers want the experience to be consistent, continuous, and compelling. Enterprises will be forced to transform in ways they haven’t needed to for decades. It will change how you do what you do.
This enterprise disruption is the third:
- Back office wave: manufacturing processes, six sigma, paper forms in to do boxes
- How do we implement and train these employees to use them.
- ERP was a key component of this……….although it’s no longer a differentiator. It’s table stakes
- Front office wave: Replace the rolodex with CRM.
- Now CRM is ubiquitous
- Experience business wave: it also spawns from new technology but has one key difference
- It’s not about the company. It’s about the consumer. It’s about create a great experience
- It’s about nothing: do you job so well that it’s seamless and you, the company, don’t exist
- It also means that the entire organization are stewards of the experience
The Experience Business Wave is the new competitive battleground. It’s democratic. Everyone has a voice.
In 15 years, over half the Fortune 500 has turned over.
Question: Are you an Experience Business?
Key components of an Experience Business
- Know me and respect me
- Speak to me in one voice; always in context
- Make technology transparent. the medium is not the message, the experience is.
- Delight me at every turn: it disrupts itself
Take Moore’s law in technology. The law of experience says that a customers expectation of experience will double every year. Take some good examples:
- Delta: they know me from when I book a ticket to my flight
- HBO Go: consume my content where I want
- McDonalds and all day breakfast
Deborah Wahl: SVP and CMO McDonalds
Question: what have you been working on
Answer: We have been working on changing all aspects of the customer experience. It’s food, brand value, etc. We brought in fresh cracked eggs, fresh chicken, and a host of other changes including all day breakfast. We ended 2015 as the second highest performing stock and had our largest Q4 profit in history
Question: All day breakfast did that?
Answer: the best fast food hack in history is the hamburger and the Egg McMuffing
Question: talk to us about the brand transformation
Answer: The big transformation is on the digital side. We started investing in digital. We knew we had to go from Mass to Mass Personalization. We have a lot more work to do. 18 months ago we didn’t have an app, we had only one way to order, response times were in the hours.
Now we are at a response time in minutes. We now have an app. We are more aligned with our customer.
After 25 years in marketing it’s still changing every day
Question: the product is pretty analog and will remain that way for a while. How do you blend digital and analog
Answer: We have to deliver on expectations and giving a consistent brand experience. The best way to deliver the convenience is to follow what the customers are saying. McDonalds customers wanted offers as their number one ask.
Question: How do you deal with scale. In the US you are talking about 26 million customers every day
Answer: In digital there are a lot of shiny toys. We had to step back and focus on timing and balance. We did mobile pay. But we have to think about scale. We have a mention in social every 1.5 seconds. We have to take that into account. Figure out what you can do first. Solve the priority. That takes a lot of discipline.
Question: How is the Hamburgler dealing with all this change?
Answer: He grew up. He’s hot and cool now. He’s digitally savvy.
Question: What are emerging trends you are thinking about embracing
Answer: We created a virtual reality happy meal box at South by Southwest. You could play paintball in the happy meal. In Sweden, they did a thing on virtual reality glasses. We are looking at partnering with Ford.
Look at the day to day. It’s about the big changes you can implement. Take our wifi network. In Texas, they love the local messaging. 350% increase in click throughs because of that. The bigger gain comes from the very practical approach to building a business
