We were at Adobe Summit in London* and brought back our main insights around the present and future of digital marketing and why reinvention is the name of the game for marketers. *Disclaimer: Adobe is a 1000heads client.

1. Be bold. Be brave.
Reinvention is a journey

2. 4,000
marketers
50
countries
1,000s
following online
Adobe’s digital marketing conference in EMEA, hosted in London on April 29-30. With an audience of senior
marketers, CTOs and CMOs, the main speakers this year included Benedict Cumberbatch, Brian Cox, Jerry
Newman (Chelsea FC) and Patrick Hoffstetter (Renault).

3. Marketers are the ringleaders on
the road to reinvention.
The key takeaway:

4. According to Adobe EMEA President Mark Zablan, in 2014, ¾ of marketers in Europe felt the need to
reinvent themselves in order to stay relevant. Today, 73% believe marketing has more influence across their
organisation. By 2016, Gartner predicts marketing will take the strategic lead for the entire consumer-facing
technology in the enterprise.
Reinvention is a priority for marketers

5. The challenge is how to skill up the enterprise beyond just one team or person, in order to bring customer
experience to the forefront of business practices. If you’re not transforming digitally and marketing beyond
borders, you’re not growing as fast as you can.
We’re all in this transformative process

6. Each journey on the road to digital transformation is unique. As technology and behaviours change, so does
the nature of marketing. Enterprises are now reimagining how they organise and portray themselves
seamlessly in the customer journey, across every touchpoint.
There is no single playbook

7. We have more touchpoints than ever and consumer expectations are at an all-time high. They demand
instant access to information in order to buy any product or service, whenever, in whatever channel.
Experiences, according to Adobe VP John Mellor, become non-linear mashups that need to be consistent
and continuous across devices.
Consumers expect more, more often

8. Mobile technology is permeating every single device. It now lives in our pockets, hands, wrists, shoes,
walls, cars. This increases the velocity at which consumers interact with brands, carrying more chances to
dissatisfy and disappoint – but also more opportunities to surprise and delight. According to Adobe SVP
Brad Rencher, every job is now a mobile job.
Mobile is disrupting the world

9. As consumer relationships with devices become more intimate, so does their relationship with brands. The
assumed contract – that consumers commit to brands only as long as brands commit to consumers –
means that those experiences and relationships will define the leading brands of today and tomorrow.
Relationships get more intimate

10. Marketing no longer ends with knowing the right audience, setting a campaign up, optimising your ad spend
and getting a consumer to purchase. The principles of digital marketing are now the foundation for the entire
consumer experience. At each touch point – the store, the call centre, the advertising campaign or the
product interface – we either win or lose.
Marketing goes beyond marketing

11. As the world connects another estimated 20 billion devices by 2020, the marketing canvas we use to deliver
unique experiences will grow exponentially. The journey to reinvention and digital transformation is only
getting started – those who master it will be the leading brands of tomorrow.
The world gets even more connected

12. If you’re in a hyper-competitive market it’s
not about the product anymore, it is about
the experience you deliver to your
customer, because they will remember an
experience.
John Watton
Senior Marketing Manager at Adobe
“
Brands will need to adapt…

13. 27.5k
social conversations
about #AdobeSummit
124M
estimated impressions
among the online
audience
82
countries involved in the
conversation
Source: April 2015 data relating to Twitter conversations about Adobe Summit, during the event.
… and marketers are listening

18. Follow @AdobeMktgCloud for more insights on
digital transformation.

19. ‘ADI ‘Best Of The Best’ Shows Europe Riding Mobile Wave Faster Than
U.S.’ (CMO.com)
'The Quest for Mobile Excellence' (Adobe Digital Marketing Europe blog)
'Live from Adobe Summit 2015: Three strategic imperatives for digital
transformation' (Adobe Digital Marketing Europe blog)
Recommended reading

20. @1000heads
See you next year!