Adobe Summit — How this Digital Marketing Conference Allows Retailers to Drive and Convert More Traffic
3.13.17 Conferences & Events

Adobe Summit — How this Digital Marketing Conference Allows Retailers to Drive and Convert More Traffic

By: Adam West

The Crunch: Returning to Las Vegas after glowing reviews from the 10,000 attendees who attended in 2016, Adobe Summit will build on its past success for the upcoming digital marketing conference that’s expected to draw even more industry professionals. Slated for March 19-23 at the Venetian and Palazzo hotels, Summit’s highlights include speeches by National Geographic, T-Mobile, and NBA executives, as well as celebrity appearances by Oscar-nominated actor Bradley Cooper and Super Bowl MVP Peyton Manning. A true powerhouse in the space, Adobe’s latest innovations will be on full display with more than 1,000 Adobe partners on hand to show how they’re leveraging the platform’s data capabilities to realize single views of customers and deliver personalized content.

While 2017 Adobe Summit includes its share of star power, the true headliner of the show is the technology behind the marketing platform responsible for 91 trillion annual transactions last year.

The Adobe’s technology harnesses the power of big data and enables companies to better engage with customers through personalized, multichannel marketing messages. Adobe’s digital marketing solutions are dominant in the space across a variety of verticals, and its capabilities — and how marketers can use them to work smarter — will be in the spotlight for what’s sure to be a memorable experience in Las Vegas from March 19-23.

More than 10,000 marketing professionals attended in 2016, but that number is expected to climb well above last year’s head count. The event has essentially become mandatory for executives and marketing officials who are set to flood the posh North Strip hot spots for several days of learning about technology and best practices, and forming new partnerships.

The event’s year-over-year expansion can be attributed to the enormous popularity of Adobe’s digital marketing solutions, which Adobe reports is used by more than two-thirds of Fortune 50 companies and eight of the top 10 online retailers, processing $1.63 billion in revenue in 2016.

Now that back-office operations have been automated and CRM (customer relationship management) has been outfitted for the front office, the business world is firmly entrenched in the third great disruption from the past 50 years. This new era is all about creating customer experiences, and marketing professionals will be lining up in Vegas to learn more on how to leverage Adobe’s big-data technology to achieve this goal.

“When you boil it down, we are all here for the same reason, and that is to give people great experiences,” Adobe’s Executive Vice President of Digital Marketing Brad Rencher said during a speech on last year’s Summit stage. “All of us are in the experience business, and as marketers, we need to understand that we’re no longer in the business of selling products; we’re in the business of selling experiences.”

Button to register for Adobe Summit 2017

Many Summit attendees return each year to meet their peers and stay ahead of the latest trends in digital marketing. Out of those polled, 94% of 2016 attendees said they would recommend the conference to peers, 91% thought the event exceeded their expectations, and 89% rated the conference experience as excellent or above average. And there’s no reason to think that the response to this year’s event will be any different.

Vertical-Specific Insights for Marketers, Analysts & Executives

Recognizing the versatility of Adobe’s digital marketing solutions and how people are using it, Adobe has track-specific sessions that cover a swath of industries, including retail and e-commerce, financial services, healthcare, high-tech and B2B, media and entertainment, travel and hospitality, and government.

Adobe Summit is a popular rendezvous point for executives, advertisers, analysts, marketers, and publishers, and they all gain relevant insights about the latest trends and tools they can use to get better at their crafts.

Among the 12,000 attendees will be more than 1,000 of Adobe’s global partners, who will display solutions built on the Adobe Cloud Platform that enhance the platform. March 20 at the Summit will be Partner Day, a partners-only event complete with breakout sessions about Adobe tools, data-driven marketing, and customer experience, among other topics.

Sponsors of the event include leaders in the space, such as Microsoft, Accenture, Deloitte, Cognizant, and Amazon Web Services. The conference has clearly delivered a healthy return on investment, as 87% of sponsors have returned from past years to meet and form new partnerships.

Acquire Skills and Contacts that Can Drive Your Company Forward

The value of attending conferences boils down to education, engagement, and entertainment, and Summit has historically hit the mark on all of these points.

Based on a survey of attendees to the 2016 event, 85% said they learned new skills that would benefit their companies, and educational opportunities come in spades at Summit. The engagement factor is woven throughout the conference, and that’s bound to happen when you put more than 12,000 marketing experts in one city for a few days to meet and discuss thought leadership.

Known for visual tools like Photoshop and Illustrator, Adobe shines in creating aesthetically pleasing conferences. The entertainment value culminates with a popular future-focused Adobe event it calls Sneaks and a huge party featuring popular bands that’s a big party, even by Vegas standards.

Interactive Sessions & Labs Illuminate Best Practices in Digital Strategy

Just like the personalized experiences marketers deliver using Adobe’s platform, highly personalized conference experiences are available to those who attend Adobe Summit. The event features more than 200 breakout sessions across eight tracks: cross-channel marketing, customer experience, data-driven marketing, hands-on labs, integrated marketing cloud, marketing innovations, mobile marketing, and programmatic advertising.

Screenshot of the Adobe Summit agenda

Adobe Summit has wide appeal thanks to eight tracks that serve industry professionals in unique ways.

The marketing innovations track highlights industry leaders who are pushing marketing strategies forward, with Adobe executives and marketing experts from Lightwave, Prudential, RYOT and USA Today Network focusing on topics like content marketing and the future of advertising.

The event’s retail session will cover best practices from leading retailers that are delivering consistent customer experiences across every channel, helping companies stay on top of the technology and techniques that will prevent them from falling behind in a competitive industry.

Retail-oriented events at Summit include a super session on the transformation of retail, a session on cross-channel activation with Adobe Audience Manager and Adobe Campaign, and another conversation on data management platforms.

Before the conference really ramps up on March 21, Adobe Digital Learning Services is offering a selection of one- or two-day preconference training courses on March 19-20 that will cover topics like data analysis, data workbench fundamentals, and a primer on digital marketing accreditation.

Connect at the Community Pavilion and in One-on-One Meetings

While there’s much to be gained from industry-specific sessions, exploring the Community Pavilion, viewing demos of Adobe and partner tools, and interacting with peers are essential elements of a trip to Summit.

Popular pavilion attractions include lounges where attendees can relax and charge devices, an outdoor park, and access to Adobe photographers who can improve your social media presence with a flattering headshot. New to the pavilion are a Creative Cloud Experience Studio, a 3D body scanning booth, and a meeting zone with open tables that attendees can use to sit down with Adobe experts or partners for more private conversations.

Adobe Summit isn’t only about education; attendees have the opportunity to network at the welcome reception and the popular Summit Bash, with scheduled performances by popular bands Death Cab For Cutie and OneRepublic.

A World-Class Speaker List Includes Industry Experts & Celebrities

Adobe has drawn top industry executives and celebrity speakers to the event, and this year is no exception. Joining top Adobe officials, including CEO Shantanu Narayen and Executive Vice President of Digital Marketing Brad Rencher, on stage will be executives from T-Mobile, National Geographic, and the NBA.

Screenshot of Adobe Summit's featured speakers

Four-time Oscar nominee Bradley Cooper and Super Bowl MVP Peyton Manning add star power to this year’s Summit.

Previous Summits have featured appearances by actors George Clooney, Colin Farrell, and Benedict Cumberbatch, singer Donny Osmond, and two-time Olympic gold medalist soccer player Abby Wambach. This year, the spotlights will shine on Oscar-nominated actor and producer Bradley Cooper and Super Bowl MVP Peyton Manning, who will speak about the evolution of their own personal brands in the digital age.

Saturday Night Live star Kate McKinnon will host the popular Sneaks event, which is essentially a fun, rapid-fire sneak preview of Adobe prototypes that is always a big hit with attendees. Most of this year’s prototypes will focus on augmented reality and virtual reality integrations into marketing experiences and the automation of content in marketing personalization strategies.

Stay Ahead of Digital Marketing Trends By Attending Adobe Summit

Perhaps the biggest advantage of attending Adobe Summit is knowing that you’re not falling behind on innovations in digital marketing. Gathering a unified picture of customers and creating consistent experiences across every touchpoint is becoming essential in modern marketing.

“[Adobe’s] mission has always been to change the world through digital experiences, long before it was the industry flavor of the month,” Shantanu said during his 2016 Adobe Summit speech. “We are the only company that helps you with every stage of that great experience, from how it’s created to how it has impact and how you get results. We want to be the company that you rely on and partner with to make these great experiences happen.”

Adobe’s technology is behind the empowered modern digital marketer, and the platform’s innovations are at the core of Summit.

A veritable who’s who of marketing will be in Vegas for the event with thousands more watching closely online through social media as the latest marketing tools are unveiled. The DealCrunch team can’t wait to see what surprises are in store for this year’s Summit.