The Adobe Summit kicked off yesterday in Salt Lake City. More more than 4,500 digital marketers and senior leaders representing some of the world’s top brands gathered to learn the latest about marketing trends and share best practices.
Adobe’s CEO Shantanu Narayen took the stage to introduce the Summit and presented the following 3 Key Marketing mandates:
- Think about every digital touch point
- Embrace Rocket Science
According to Narayen, it is crucial that marketers harness data and machine learning in order to predict the optimal media mix and integrate qualitative and quantitative
- Connect the dots to break down silos of people, processes and business units. In Narayen’s view, there are going to be fundamental changes in how sales,marketing and finance work together. “CMO’s are in the best place to drive change an also in a better position to predict business than the folks in Finance,” he noted.
CMOs are in the best place to drive change and to predict business
Another Adobe executive, Brad Rencher, SVP and general manager of the Digital Marketing Business Unit at Adobe, said that Marketers should not become System Integrators and emphasized the need to take out silos between the following digital marketing and analytics processes: Social, Testing, Optimization User Experience and Analytics.