Facing more change over the past two years than they have in the past five decades, marketing leaders on July 28 joined with their technology-focused counterparts at Adobe’s Digital Marketing Symposium, in Sydney, to talk about digital transformation and its impact on organizations.
In his welcoming address, Paul Robson, president, Asia Pacific, of Adobe (CMO.com’s parent company), commented on the diversification of titles at this year’s event, highlighting the emergence of chief transformation officer and even #storyteller amongst the traditional CIO-CMO mix.
“We’re seeing a bridge between marketing and IT,” Robson told the audience. “We’re seeing more and more IT people join the Symposium audience.”
Adobe CEO Shantanu Narayen said the shift in titles and renewed interest from traditional IT roles was proof that marketing now sits firmly at the centre of the enterprise, as organisations transform into digital businesses.
“Previously marketers were given a product and told to build marketing around it,” Narayen told the audience. “We are now in the era where your product is actually marketing. What you’re selling is less important than whether or not your marketing makes you stand out from your competitors.”
‘Marketing Beyond Marketing’
Brad Rencher, SVP and GM, Adobe Marketing Cloud, said digital experiences are central to this transformation process because consumers are now interacting with brands in entirely different ways.
Every single customer touch point--before and after a sale, online, or offline--is part of the customer experience; each one shapes the future of your brand and, therefore, must be integrated into the marketing strategy. The result is the concept of “marketing beyond marketing,” which is no longer based around a big idea or campaign but a strategy integrated into the entire process of production, distribution, and consumption.
“This doesn’t end when consumers click ‘purchase’ or your campaign ends,” Rencher said.
Looking ahead, the opportunity for marketers and technology professionals alike is to deliver a consistent and continuous customer experience across every aspect of the business.
“Customer experience is the brand of your organisation and the best gauge for your success,” Rencher said. “For brands to truly deliver a comprehensive experience, the enterprise needs to pivot.”
Listen To Your Community
This marketing-led transformation of business also includes a different understanding of customers, said Ann Lewnes, CMO of Adobe.
Unlike the old days when the customer was king, today the community is king and queen, and that means stopping to make sure you actually listen to, and participate in, the community.
Lewnes added 76% of respondents in an Adobe survey said they believe marketing has changed more in the past two years than in the past 50 years. Although the fundamentals of marketing remain unchanged, she said, marketers need so seize the opportunities for excellent execution created by the current data-charged environment.
“Despite the rapid change, the principles and fundamentals of marketing remain the same,” Lewnes told Symposium attendees. “Creative still matters in marketing. It’s the essence of what marketing is all about.”
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