The 2016 Adobe Marketing Summit began with a challenge from Adobe CEO, Shantanu Narayen: "This is the experience era," he says. "Are our companies ready to compete, are we at risk of being disrupted by someone who can move faster?"
Digital marketing is about to change more than it ever has, which is why Narayen's challenge, as well as the Summit's four-day lineup of 150 breakout sessions, labs and keynote talks all came down to adapting to technology.
However, "adapting" doesn't just mean, "upgrading."
The 2016 Summit showed that the future of marketing isn't technology for technology's sake — it's a finessed, consumer-centric approach that prioritizes relevant and meaningful experiences.
Naturally, technology will allow the experiences to exist in the digital world, but it's the combination of art and science — strategy and technology — that will separate the disruptors from the disrupted.
"Robots will never do great marketing," says Narayen. "But if we can harness the power of technology, we can make big things happen."
How to become an experience-led business
"Imagine a family visiting a world-famous theme park for the first time," Narayen says during his keynote talk. "Working parents who never dreamed they could afford such a vacation with their kids. But today, with the right digital message reaching them at the right time, they're able to book their tickets, book their flights," he says.
That's the power of the experience economy: Leveraging technology to put the right message in the right place at the right time.
But how do you get to that right place, right time? How can your brand message be delivered in a way that's meaningful for the customer?