Digital is really hard: that’s why they call it work

Digital is really hard: that’s why they call it work
SHARE
THIS



Brad Brown (pictured left) senior vice president digital retail of recreational equipment retailer REI has told the 6500 delegates at the Adobe Summit in Salt Lake City that moving into a digital world was an extremely challenging process.

Quipping that it was the reason “they call it work”, he said that he was amazed at just how quickly the world had changed for the one-time bricks and mortar retailer.

“Once upon a time we would have done some outdoor, radio, print and TV so that we could try and convince someone when they were looking to buy some gear to consider us,” he said.

“Marketing has now changed because they can pull out their phone and it’s an amazing change in a short period of time.”

He said that in an in-store experience, staff got to know people little bit by little until eventually they knew a lot about a customer, now that has to happen online.

He said that now if someone came to the brand via their mobile, the experience had to be every bit as good as talking to a knowledgeable sales assistant in a store.

When asked about whether the future lay in technology or people, Brown said that he needed both. “You need to put good technology in the hands of smart people.”

As you would expect from a guest at the Adobe Summit, Brown told Adobe’s Brad Rencher, senior vice president and general manager of its Digital Marketing Business in from of the whole audience that “we’re all in with Adobe and we’re betting on you and your team to continue to advance your products and tools to allow one user interface and one customer view . . .”

He said in his case, he let “Adobe do the integration so I don’t have to. But it’s still a bet and you need to take them all the time”.

David Hovenden from Adobe Summit in Salt Lake City

Image from Adobe

For more from the Adobe Summit Digital Marketing Conference, see the stories below.

Digital is not the death of creative: Adobe CEO

Adobe and SAP team up

Adobe unveils latest Marketing Cloud technologies

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]