Today I head to Salt Lake City, Utah, for Adobe's annual Digital Marketing Summit. Last year was my first Summit and I look forward to attending again this year, as it is one of the rare events in which attendees can see first-hand how quantifiable marketing results maximize a company's marketing ROI. The Summit will offer best practices and techniques on topics ranging from how to personalize a cross-channel strategy, best practices for managing a global digital presence, and how to market with purpose.
The rapid emergence of the always-on consumer creates new demands for marketers. Working effectively with Big Data, creating a true omnichannel environment, and acting on insights in real-time, are just a few of the challenges digital marketers face today.
Loni Stark, director of product and industry marketing at Adobe, points to common barriers in advancing a marketer's digital capabilities as being a lack of skill sets and understanding of the technologies they need to do their jobs effectively. "In order to be successful, you have to take more risks," she said. "In digital marketing, it requires trial and error."
Tomorrow, Adobe will announce several new capabilities to its Adobe Experience Manager to assist marketers in overcoming their growing challenges, including innovations for simplification of website re-platforming, dynamic asset delivery, and mobile app development.
As marketers continue to struggle to reach diverse segments and to target customers and prospects at the right time throughout their buying journeys, they will require integrated, niche offerings and the confidence to take risks and to try new strategies.
Tomorrow I'll share the findings of Adobe's digital marketing study which will reveal the specifics around how marketers are struggling to reinvent themselves in this Digital Age. On Wednesday, I'll share comments from Adobe's technology partners on how digital marketing is rapidly evolving and what marketers need to do to keep pace. I'll also include insights from keynote speakers like Robert Redford and Julie Bornstein, chief marketing and digital officer at Sephora, who continue to push the boundaries of digital marketing and advertising to make businesses more successful.
Finally, don't forget to look for live tweets from @1to1Media and @MilaDantonio throughout the show by following #AdobeSummit!