Recap of #AdobeSummit


Digital marketers attended Adobe’s Summit Digital Marketing Conference at the Salt Palace Convention Center March 25–27.

Tuesday’s keynote address, “The Reinvention of Marketing,” was presented by Adobe CEO Shantanu Narayen, CMO Ann Lewnes and SVP & general manager Brad Rencher. Narayen, Lewes and Rencher discussed how marketers need to be more creative and reinvent themselves in such a way that they can better serve their customers.

“We want to change the world through digital experiences,” Narayen said. “Bring the best of creative expression … break through the clutter of the buzzwords and reach the customers.”

The theme of the conference originated from the findings of Adobe’s latest report, “Digital Roadblock: Marketers struggle to reinvent themselves.” Sixty-four percent of marketers expect their role to change in the next year. Forty percent of marketers surveyed said they want to reinvent themselves, but unfortunately, only 14 percent know how to go about it.

An interactive panel discussion, “Reinventing the Marketing Organization,” occurred in the mid-afternoon. The panel guests were BYU associate professor Jeff Dotson, managing director of Russel Reynolds Associates Jana Rich, CEO Pete Stein of Razorfish and general manage of digital technology and strategy for Audi of America Jeff TItus.

Dotson said he has recently noticed that many of his MBA students at BYU are no longer just quantitative.

“I see my students as a fusion of both the creative and the quantitative,” Dotson said.

After the panel, attendees could choose from several breakout sessions. Topics included how Instagram, Pinterest and Tumblr drive ROI, how to make the most of social customer insight and tips for Adobe Analytics users.

John Mellor, vice president of strategy and business development at Adobe, started Wednesday’s keynote by reemphasizing the conference’s theme.

“Marketing needs reinvention,” Mellor said. “Reinvention requires risk.”

Robert Redford, founder of the Sundance Film Festival, and Richard Sherman, cornerback of the Seattle Seahawks, were also present.

Redford’s character has grown as he has taken risks. He encourages others to do the same.

Sherman primarily talked about the importance of having a plan when it comes to developing your personal brand.

Following the keynote, attendees went to several more breakout sessions before the day ended. Once it did however, it was time for Adobe Bash. Bash’s live entertainment included Fictionist, Walk the Moon and Vampire Weekend.

Most sessions from the Adobe Summit are available online.

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