Adobe To Take On Facebook, Google

during the Adobe Summit 2016 event inside the Venetian on Tuesday, March 22, 2016, in Las Vegas. (Photo by Jeff Bottari/AP Images for Adobe)
SHARE
THIS



Adobe’s executive vice president and general manager, digital marketing, Brad Rencher says many companies lost their way when they started focusing on clicks and conversions rather than telling stories and that his company would now provide a platform for a community garden so companies would need ot be less reliant on Facebook and Google’s walled gardens.

The Salt Lake City-based Rencher told a room of Asia Pacific journalists last month in Las Vegas at Adobe’s Summit event that the ability to do something seduced companies into doing it rather than focusing on what they ought to be doing, which is telling a brands story.

“Where we lost our way was when we switched to interacting primarily with brands digitally we stopped being storytellers. We started to just get people to convert to buy our product. And we lost a little bit of the storytelling that’s so important to brands to have that broader deeper relationship.

“The interesting thing about digital is that you can make an ROI story. So if I’m talking to a CFO I’m able to make the case for why you should be doing digital in clear numbers in ROI and hard data. But if you do it just for that reason, then you may be optimising for a click, when you should be optimising for the customer relationship. The lifetime value of what a relationship should be,” he said.

Rencher then went on to say that the title CEO ought to stand for chief experience officer just as much as chief executive officer. “Because at the end of the day, the CEO should be the chief experience officer, but everyone in the organisation needs to be the steward of experience.”

Rencher, who speaks of three waves of business transformation – back office (ERP), customer relationship management (CRM) and now digital experience – said that story telling was the only way for a brand to differentiate itself from its competitors.

“The ERP, the CRM drove real value, but taken to the extreme they don’t differentiate your company anymore. You don’t see company’s taking out advertisements saying our ERP is better than our competitors ERP so you should buy our product. As consumers we don’t care. How I see your brand is the experience you give me.”

However Rencher warned that there’s lots of things that have to happen in order to make that great experience.

“I talk about the last millisecond a lot . . . If I come to your website or I open your mobile app, you have 300 milliseconds to give me an experience . . . So what you have to do now, is take all that ERP information all that CRM information, bring that together, and make a decision that will decide what experience do I need to provide you in 300 milliseconds.

“So it’s real time enterprise story, that’s what the tech underneath that 300 milliseconds journey is doing. In 300 milliseconds can you bring your whole organisation to bear in that moment?”

The problem facing most organisations is that there ageing ERP and CRM systems were not built with real time in mind. The legacy systems are holding everything back.

Rencher said that as a consequence this was a pivotal moment for Adobe as it was transforming itself into a platform business rather than an application making business. That was its experience that it’s now delivering to its customers.

“Some data will be able to go on the real time system other parts won’t. I don’t need all the data in order to provide the best experience.

“I need some data that will give me some insight into this real time experience. So the Adobe Marketing Cloud platform can ingest data from the ERP system, from the CRM system, because that’s plugged into the real time data system.”

One of the more significant announcements in line with Adobe’s new platform strategy, was its plans to launch a device co-op. This is very much in line with providing all of the brands that form part of Adobe’s ecosystem an alternative to the walled gardens of Facebook and Google.

“We work with nine of the top ten retailers, ten of the top ten international banks, really across all of the vertical markets we work with all of the top brands and they have been coming to us and saying: Adobe can’t you help us solve this problem?

“The only way we can solve this if we give our data to other people and then we don’t know what happens, is there a way to do this in a privacy compliant way that we can do it in an open way? We’re not looking to sell this, because we’re already the stewards of their data. Our 51 trillion transactions that are coming through the marketing cloud already represent all of the biggest brands in the world, so all we’re doing is letting them come together to share this anonymous data so they can do their marketing efforts better.”

Another interesting development Adobe is working on is the development of the Digital Economy Project it has just launched under the guidance of Tamara Gaffney.

“I think that’s very exciting, we’re just starting, but can we provide modern measures for these economic indicators – consumer price index, housing index, a job index – that economists are desperate to get their hands on, because the data they’re relying on for economic projections are stale by the time they get it,” Rencher said of the project.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]