Want To Survive Digital Disruption? Make Experience Your Business

22 maart 2017
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Following a far-out digital light show that was perfect for this 50th anniversary of the “Summer of Love” in 1967 San Francisco, Adobe CEO Shantanu Narayen told the record Summit audience of 12,000-plus in Las Vegas that “digital transformation is all or nothing.”

Narayen, speaking Tuesday morning at the opening general session of the conference, said, “Digital technology is changing life like never before, which is creating fear and a mandate for companies to transform themselves.”

He explained that Adobe is in a great position to guide brand marketers in these digital transformation journeys because the company underwent its own digital transformation just a few years go. That entailed reinventing and refocusing Adobe’s various teams, with leaders at all levels stepping up to evangelize change based on a new, keen focus on customer-centricity.

“Now that we have navigated through all that, we are driving growth and innovating faster than ever before,” Narayen said. “Our own transformation could not have happened without our own Marketing Cloud. We are customer zero, and great experiences is what separates the market leaders from the rest of the pack. Customer expectations are not standing still.”

With that, Narayen introduced Adobe Experience Cloud, a comprehensive set of cloud services designed to give enterprises everything they need to deliver exceptional customer experiences. Under the Experience Cloud umbrella are three core cloud solutions: Adobe Marketing Cloud, Adobe Analytics Cloud, and Adobe Advertising Cloud.

However, Narayen stressed that transformation requires more than just marketing technology. A big cultural shift within an organization is needed, as well, he said. “We understand what it takes,” he said, “and this represents a massive leap for all of us.”

Bron en volledig bericht: CMOTalk

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