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Why Most Companies Can't Yet Handle Great Marketing Technology

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The more things change, the more they stay the same.

I spent a few days last week with 10,000 digital marketers, enveloped by all things Adobe at their Adobe Summit event. They paid me to cover the event as an insider. It was my first-ever Adobe event, and I was impressed. Adobe Summit is a classy confab in every respect.

The combination of speakers was especially well handled, with a combination of Adobe personnel, partners and industry types, and celebs (including George Clooney, Abby Wambach, Donny Osmond, and Thomas Middleditch – star of the HBO show Silicon Valley). It seemed like a too-eclectic mix at first, but Adobe did a very good job keeping a consistent messaging thread throughout the 3-day event:

The business of the future is powered by customer experience. (highlight to tweet)

In the opening general session, Adobe’s Brad Rencher defined the characteristics of an “experience business” as a firm that offers these four benefits to customers:

Know and respect me
Speak in 1 voice
Make technology transparent
Delight me at every turn

 

How we define an Experience Business… #AdobeSummit pic.twitter.com/lCB1XIyfMj

— Marketing Cloud (@AdobeMktgCloud) March 22, 2016

Is Customer Experience New, or Just Newly Buzzed About?

adobe summitThe analyst …

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