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From Marketing to Experience: Five Takeaways from the 2018 Adobe Summit

From Marketing to Experience: Five Takeaways from the 2018 Adobe Summit

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."

Executive Snapshot
Situation Overview
Takeaway 1: Preparation Is Needed for a Significant Workforce Transition as AI Goes Everywhere
Essential Guidance
Takeaway 2: Data Safety, Privacy, and Ethics Concerns Are More Important Than Expected
Essential Guidance
Takeaway 3: A Surge of Interest in (New) Creative Is Expected
Essential Guidance
Takeaway 4: Personalization at the Experience Level Means Something Different
Essential Guidance
Takeaway 5: eCommerce Experiences Will Require a More Flexible Approach
Essential Guidance
Advice for the Marketing Executive
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