Adobe To Take On Facebook, Google
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
Advertising Standards Bureau best campaigns Brad Rencher Marketing Cloud SBS Walled gardensLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.