WGST's "The Sully Show" for 3/25/16 - Rick at 2016 Adobe Summit

Rick has been in Las Vegas all week at the Adobe Summit.

This is a gathering of the "Digital Marketing World"

Most people are familiar with Adobe for it's Photoshop and document management programs like Acrobat, Reader, eSign.  But Adobe is the leader when it comes to digital marketing with products like: Analytics, Audience Manager, Campaign, Target, Primetime and more...

Adobe Summit mainly focuses on the Digital Marketing side of things and Rick was impressed and learned a lot.
 


Rick and Sully talk a little about the 2016 Adobe Summit that more than 10,000 attendees from the industry and media. Here are some of Rick's takeaways...
 


1.  Adobe puts on a great conference and knows the "Digital Experience"

"Experience" was a word those attending 2016 Adobe Summit heard a lot during the week.

Branding was another hot topic.

Singer, entertainer, Donny Osmond was on hand to discuss his brand strategy over the last 50 years...
Keeping A Brand Fresh While Reinventing It Over The Years
• “That’s a key word no matter who you are or what business you are in--reinvention. There are four Rs that I always think about: retool, rebuild, reinvent, reboot. You’ve got to do this. You can’t look back at your successes. You always have to be thinking forward.”

• “Respect the brand you’ve built. Don’t alienate it. Build upon it. Remember that the brand belongs to your audience. You’ve got to protect it and not ruin it. It is very fragile.”

• “Years ago, you used to do a five-year business plan. Now you do a five-minute plan because you have to look at what is going on to be on top of things.”

“When people come to one of my shows, I don’t give them a concert. I give them an experience. I want to make a connection. After a concert in New York City, a fan came up to me and said, ‘That was an experience. I feel like I know you.’”
- Good lessons for us all to learn.
 


2. What you see on the web is no accident

You log on to a website and it knows you are male, a sports fan and your birthday..
It's no accident. Those are data points that companies and marketers collect. The more they know about you, the more they can target ads and offers to you and be successful with it. Adobe has the digital marketing platforms that big players like the NFL, Mattel and Cirque du Soleil use...
 

3. Storytelling Is Marketers’ Most Powerful Tool

So said Adobe VP John Mellor, speaking at Summit’s Wednesday general session. He was followed on stage by Mattel president Richard Dickson, who talked about brand reinvention, and Cirque du Soleil VP Alma Derricks, who highlighted her digital content strategy. Attendees also heard stories from the likes of U.S. Soccer star, Abby Wambach and A-lister, George Clooney...
 

4. Adobe Primetime

The Adobe platform that deals with TV and broadcasting is called Adobe Primetime.
Adobe unveiled new capabilities in Adobe Primetime that extend the solution to OTT platforms, which make it easy for TV networks and pay-TV providers to deliver more personalized TV and ad experiences directly to consumers across OTT devices. Through the integration with digital marketing solutions in Adobe Marketing Cloud, content providers can acquire,engage and monetize audiences.

Adobe Primetime

It’s a multiscreen TV platform that helps broadcasters, cable networks and service providers create and monetize engaging and personalized TV and film experiences
 

5. What's coming in the future?

Announced at Adobe Summit in Las Vegas on Tuesday, the Adobe Smart Bag is a collaboration with Capgemini and tech startup Twyst. Once customers place items in the bag, it starts a running total of those products.
The bag’s technology allows for an automatic checkout via a store app. It is designed with a hard exterior (Adobe’s prototype is made of leather) and a reusable interior bag that the customer can remove at the end of their shopping trip, triggering the purchase of all of the items inside.

The Smart Bag makes use of Bluetooth Low Energy (BLE) and radio-frequency identification (RFID) technology to allow communication between the bag and product tags. It has a lightweight BLE device built into the bag’s base that can recognize when an item with a RFID tag is placed inside. (RFID tags are stickers that emit a signal that can be placed on a product tag and cost just a fraction of a cent.)

The bag is also lined with mylar that blocks out other signals so when a customer passes items in the store, they’re not added to the customer’s shopping cart.

Once the interior bag is removed, it sends a signal to the app triggering a mobile purchase, using payment information stored in the retailer’s app. The store can then follow-up with a digital receipt via email.