May 2018 - IDC Perspective - Doc # US43784218
From Marketing to Experience: Five Takeaways from the 2018 Adobe Summit
By: Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience, Jordan JewellSenior Research Analyst, Digital Commerce and Enterprise Applications, Gerry MurrayResearch Director, Marketing and Sales Technology, Alan WebberResearch Director, Digital Strategy & Customer Experience, Melissa WebsterProgram Vice President, Content and Digital Media Technologies
This IDC Perspective offers CMOs and their marketing operations and technology teams five insights drawn from Adobe Summit 2018. The Summit's theme was "from marketing to experience." IDC analysts reflect on how conversations with Adobe and their customers draw out critical issues — both technical and people related — that enterprises need to act on within the next planning cycle. Workforce changes, privacy, creativity, and new ways of personalizing and conducting commerce are included.
"The shift from marketing to experience is inevitable if companies want to remain competitive," says Kathleen Schaub, vice president of the CMO Advisory and Customer Experience practices. "Adobe continues to shape its solutions and prepare its customers for this fundamental shift. However, every advancement in technology implies additional human factor changes."