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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."



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