Adobe Summit unveils new digital innovations in SLC
Adobe's Summit: The Digital Marketing Conference is being held in Salt Lake City from March 9-13. The company's CEO spoke on Tuesday to a crowd of 7,000.
Adobe's Summit: The Digital Marketing Conference is being held in Salt Lake City from March 9-13. The company's CEO Shantanu Narayen spoke on Tuesday to a crowd of 7,000.
Financial journalist and author Michael Lewis speaks to Adobe's Summit attendees in Salt Lake City on Tuesday, March 10, 2015.
As far as business conferences go, Adobe believes their digital marketing conference is the largest in the world. This year’s 6th annual Adobe Summit was held at the Salt Palace in Salt Lake City and is hosting a staggering amount of participants — estimated at more than 7,000.
Of those 7,000 hoping to glean the latest digital news and marketing trends are attendees from 44 countries, and it was estimated two-thirds were attending the digital marketing conference for the first time.
Adobe is home to at least 900 employees in Lehi — making it one of 11 offices for the company in North America. According to Adobe, the Lehi operations are focused on engineering, product development, sales, marketing and operations for the industry-leading Adobe Marketing Cloud.
During Tuesday’s opening general session of the Summit, significant time was spent by Adobe leaders discussing the new products and innovative strides being made with its Marketing Cloud.
Among the announcements was the unveiling of a new algorithmic engine and audience core services within the Adobe Marketing Cloud.
”We believe programmatic efforts to date are broken and focus simply on display ad bidding,” said John Mellor, vice president, Digital Marketing at Adobe in a press release. “Having a one-stop shop for all your targeting and data as well as transparency into technology pricing and media costs is a big step towards true programmatic. The ability to share audience segments across other Adobe Marketing Cloud Solutions brings that data to life across channels and ensures that audiences are seeing the same message no matter where marketers connect with them.”
A clear theme of reinvention was carried throughout addresses made by Adobe CEO Shantanu Narayen and senior vice president and general manager of digital marketing Brad Rencher.
”For brands to deliver … they need to pivot,” Rencher said. “Marketing is the epicenter, not just another department.”
Nearly five years ago, Adobe entered the digital marketing business after feeling it was underrepresented. Today, the company is working with major businesses across America, urging them to be consistent and continuous in this real-time enterprise.
”Reinvention is a journey,” Narayen said. “Change is now measured in months and weeks.”
While 2014 was a significant year for Adobe as “the industry leader,” its leaders hope 2015 will allow it to do more with enhanced predictive analytics and perhaps the most futuristic-looking and attention-grabbing technology: Adobe Experience Manager (AEM) Screens.
”A single author user interface with cross-screen support connects the content with mobile apps and brand experiences continuously across the web to ensure consistency,” Adobe said in a press release. “Support for multi-touch allows for content to move easily across life-size touch screens and mobile apps.”
Three separate TV-size screens were demoed with an UnderArmour marketing campaign at the Summit but also showcased the ability for companies to use the screens to implement consistent and continuous digital projects — like tracking and adjusting product fulfillment, building marketing campaigns and showcasing publications all with the wave of your hands. The sneak peek also showed the ability for smartphones to work seamlessly with the TV screens to transfer content — like a selfie — with a flick of one’s fingers.
The Summit was not only an opportunity for the company to release new updates and products, but it also noted the 25th anniversary of Photoshop, acknowledging its long history based on creativity.
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