Make the Most of Adobe Summit: One Marketer's Pick of Sessions

Adobe Summit 2018

I’m going to bet that you’ve recently had a conversation with friends and family that goes something like this:

“So, I was just having this conversation about (insert topic here) and literally the next day, ads for that product/service started to show up in Facebook/Twitter/YouTube/email.  That is so creepy.”

Creepy?  Maybe.  If the ads or the topic wasn’t relevant to you, yes, it would be creepy.  They would be not targeted and not thus, not valuable.  Creepy.  However, if the ads were actually valuable to your goal of, say, going on vacation, exploring a new product your friend talked about, or a discount for a brand that you admire, it wouldn’t be creepy.  (OK, admittedly, it still would be creepy, but you wouldn’t immediately complain.)

We’ve entered the world of Marketing Technology and the Age of the Customer.  Two things that, when converged, give companies data points to attract, engage, and ideally, retain you as a customer.  As a marketer, marketing technology makes my job exciting.  It also makes my job infinitely harder as there are so many levers to pull, nobs to twist, and analyses to digest to make sure the right message hits you, the consumer, at the right time, on the right device.  One of the companies that creates industry-leading marketing technology platforms is Adobe and their Adobe Experience Cloud.  Fast approaching is their annual digital marketing conference called Adobe Summit, where over 12,000 conference goers attend sessions on the latest marketing trends, product overviews, and customer case studies. 

I have two perspectives as to why I’m excited for this year’s event.  First, as a marketer, I’m excited to see what advancements Adobe has made to give marketers solutions, from content creation to in-market delivery, to analysis and optimization. Second, as a marketer for an organization that is a Gold sponsor, I’m excited to share what we will be presenting as part of the event.  

Seeing how I won’t be attending any sessions this year (duty calls), I thought I would share the session I would have attended if I were able to.  Let’s dive in.   

Artificial Intelligence, Machine Learning, IoT, and Blockchain aren’t Just Buzzwords

Yes, we’ve heard them all in 2017, and 2018 will be no different…or will it?  The difference is that in 2018 more of these buzzwords will become reality as they are integrated into practical solutions for marketers

Adobe Sensei in Adobe Target: Automating A/B Testing and Personalization  Wednesday, Mar 28, 2:30 PM - 3:30 PM

The IoT & Blockchain Opportunity: Powering Autonomous Products & Marketing  Tuesday, Mar 27, 2:30 PM - 3:30 PM

Blockchain: The future of Identity, Advertising, and Experience  Thursday, Mar 29, 9:30 AM - 10:30 AM

Preview: Powering digital experiences with AI & ML on Adobe Cloud Platform  Thursday, Mar 29, 10:00 AM - 11:30 AM (This is a Lab Session)

Connected Experiences Aren’t Just About Devices

Technology certainly is a driving factor in creating experiences, but it isn’t the only thing.  Messaging, creative work, and data all drive connected experiences.  Additionally, we aren’t just talking about what is in front of the glass, we’re beyond screens now.  Adjust accordingly. 

Key Trends in Digital Experience Innovations  Tuesday, Mar 27, 1:00 PM - 2:00 PM

The Power of Moments: Creating Amazing Experiences  Wednesday, Mar 28, 8:00 AM - 9:30 AM

Headless Adobe Experience Manager - Beyond the Browser  Wednesday, Mar 28, 2:00 PM - 3:30 PM & Thursday, Mar 29, 3:30 PM - 5:00 PM

Amazing True Stories of Digital Transformation from Top Brands  Thursday, Mar 29, 9:30 AM - 10:30 AM

Preparing for the Future of Marketing

As much as we are always “in the now” it’s important to look towards the future.  Whether that is two months (hello GDPR) or over the next five years, planning ahead is never a bad thing. 

Adobe is GDPR-Ready. Are you?  Tuesday, Mar 27, 1:00 PM - 2:00 PM

3D, VR, and AR with Adidas and Adobe  Thursday, Mar 29, 9:30 AM - 10:30 AM

A CMO’s View: How Top Brands are Reinventing Experiences  Thursday, Mar 29, 9:30 AM - 10:30 AM

Don’t Miss ICF Olson at Summit!

I would be remiss if I didn’t suggest our sessions!  We have two great sessions at Summit that you should check out.  First, our customer case study with UnitedHealthcare is one not to miss.  Don’t be fooled into thinking this is only a healthcare topic.  Simplifying online customer experiences is a universal topic, so be sure to sign up.  Second, we have Bryan Williams, ICF Olson technical director, duking it out for the title of AEM Rock Star amongst three other finalists.  So be sure to attend that session and cheer Bryan on. 

To dream the Impossible Dream: Create a Seamless Online Customer Experience  Tuesday, Mar 27, 5:30 PM - 6:30 PM

Adobe Experience Manager Rock Star: The top tips are here  Wednesday, Mar 28, 2:30 PM - 3:30 PM

There are a lot of sessions to consider for Adobe Summit.  Certainly, one could clone themselves several times and still not hit all the sessions they want to.  I hope these give you some guidance if you are on the fence. 

Oh, and be sure to stop by Booth #411 to talk to ICF Olson.  Our experts will be on hand to talk to you about your challenges and share how we’ve helped Fortune 50 to 5000 companies humanize technology for a better customer experience.