Adobe Experience Makers Amsterdam: focus on personalization in a growing digital economy
The power of personalization is crucial to creating the customer experiences of the future. The relationship between brand and consumer is also an important driver for the way in which companies work on the optimal user experience and can stimulate innovation.
Adobe’s Experience Makers 2022 event in Amsterdam sparked ongoing encounters to inspire each other on exceptional, personalized experiences and learn to harness the potential of the digital economy.
The digital-first economy is driving higher customer expectations, more and more, and the demand for brands to deliver more with less. The answer? Embrace the power and scalability that technology offers. The main events that collected the speaker during the event are summarized in this article.
The future of customer experience
In the seven sessions during the event, all possible causes influence how important it is for them to embrace new approaches to engage with their customers. The world has changed and customer needs have changed. Customers are increasingly understanding that their data is valuable. For what, for what, and so customers demand from brands. They want to feel included and outspoken.
Paul van Oosterhout, Solutions Consultant at Adobe, and Pieter Schouten, Business Consultant at Adobe, see the power in letting go of seeing during a demonstration about Adobe Experience Cloud and how it delivers personalized journeys and relevant actionable customer data from people as statistics . By engaging with underlying and existing customers up front, brands can build better leads and create rounded and more meaningful marketing. For deployments, their experience can also be personalized, streamlined, and function in the devices and products they use in their daily lives – exactly what they ask for.
This vision was also present during the opening speech by Mathieu Hannouz, director of Customer Experience Evangelism at Adobe. The digital-first economy is gaining momentum and is becoming increasingly personal and complex. Navigating the world of increasing competition and identifying and reaching organic market differentiators requires embracing the power and potential of digital technology and joining the drive for constant innovation in customer experience, design and implementation.
Insights are the key to personalization
To create a better customer journey and develop better marketing strategies, getting analyzed customer data is increasingly becoming a differentiator in the market. In a conversation with Luc Dammann, VP & MD Western Europe at Adobe, Jean-Pascal van Overbeke, Chief Consumer BU & Member of the Executive Board at KPN, outlined how powerful data can be. Using it not only enables brands to create improved products, but also to better understand and engage with customers. In addition, we can make clear and open agreements about the data with good consumer results and increase brand confidence and greatly improve the status and image among similar and current customers.
Better content = richer interaction
Content builds skills and immersive customer experiences, from shopping to food and drink and other forms of brand interaction. For both B2B and B2C companies, digital content is a powerful tool for acquiring new customers, retaining and retaining current customers.
As Alexandra Gaillard, VP Global Brand & Marketing at Signify, pointed out during her talk on the first content explosion; content is a currency – it builds brand value. In an era where consumers are experiencing digital fatigue, treating content like art is vital. To personalize it, save interaction and not be afraid to try something new. Creating content without having a good strategy for it can have a negative effect on a brand. For CMOs, this is crucial to understand. In fact, according to Alexandra, only 23 percent of CMOs think they know how to produce the right content for the right audience and in the right format. So use your platforms, tools and audience to your advantage.
The importance of future stability
The challenge of assembling digital economies and deploying personalization at scale can be a major challenge for brands. When transitioning to digital technologies and strategies, it is important not to lose the heart and soul of a company. While a brand may change over time, its core values should not. At most, they should develop and accompany with the customers and the world the company is in.
For McDonald’s, this balance between thinking globally and acting locally has been key to transforming the company into a future-proof brand that fully embraces digital technology and the power of innovative technology. Speaking to Alex Azzopardi, General Manager Benelux at Adobe, Erwin Ditto, VP of Global Brand Leadership at McDonald’s, shared that being where your customers are is crucial for the company. By being – and staying – in touch with them through the available platforms, this can be applied immediately when opportunities to innovate are spotted. Within marketing, but also within the entire company.