Unpacking the 2023 Adobe Summit

The Adobe Summit is one of the most significant marketing technology events of the year, and it was an absolute thrill for my Credera colleagues and myself to attend in person after many pandemic-induced virtual events. We met with many people face-to-face, networked with other industry professionals, and learned about the latest developments in Adobe’s marketing technology.

About the 2023 Adobe Summit

The Adobe Summit is a global conference for digital marketing and customer experience professionals that brings together thousands of industry leaders, luminaries, and experts to share their experiences and insights. The Summit is the place where Adobe unveils its latest innovations, providing a glimpse into the future of marketing technology.

This year’s Summit took place in Las Vegas at the beautiful Venetian hotel. The venue was a perfect setting for the conference, and it provided an excellent backdrop for networking and socializing with other attendees.

Key takeaways at the 2023 Adobe Summit

Adobe unveiled several new product announcements at the Summit, including Firefly, Adobe Sensei GenAI, Adobe Mix Modeler, Adobe Product Analytics, Content Supply Chain, and Adobe Express Enterprise. These tools provide exciting opportunities for enhancing our clients' marketing efforts.

1. Customer journey tracking

Inspirational keynotes from Adobe, Eli Lilly, T-Mobile, and many other executives highlighted the importance of customer journey tracking, using artificial intelligence (AI) to predict future behavior, and providing personalized content. Customers expect personalized experiences when interacting with brands, and companies must use tools like AI to deliver these experiences at scale.

2. Cookieless readiness

Another key takeaway from the summit was the importance of being cookieless-ready now and how Adobe's customer data platform, Adobe Experience Platform (AEP), can help. With third-party cookies being phased out by browsers like Google Chrome, it's critical for companies to use a CDP to gather and use first-party data effectively.

3. Single view of customer

Adobe Real-time CDP (RTCDP) is a key component of the AEP, which enables brands to create real-time customer profiles by unifying data from multiple sources, including online and offline interactions. Unified profiles allow brands to create a single, comprehensive view of each customer, including their preferences, behavior, and interactions with the brand. By having a unified profile, brands can create personalized experiences that are consistent across all channels, which is critical for building trust and loyalty with customers.

4. Capturing real-time data

The importance of real-time data cannot be overstated, as today's consumers expect brands to be able to respond to their needs and preferences immediately. With Adobe Real-time CDP, brands can gain a 3D view of their customers across all channels, including email, social media, and mobile, allowing them to create personalized experiences that meet customers' needs in the moment.

5. Personalization at scale

Personalization at scale is another key area Adobe is focused on. With the Content Supply Chain, brands can streamline the content creation process and deliver personalized experiences at scale. The Content Supply Chain allows brands to create and manage content from a single platform, reducing the time and resources required to create and deliver personalized experiences across multiple channels.

It's also essential to note that online users expect to see personalized content, and this expectation will continue to grow. As marketing technology experts, we must provide the best possible experiences for our clients' customers.

Credera at the 2023 Adobe Summit

One of the highlights of the event was the opportunity to connect with clients and discuss new strategies and ideas for their marketing technology. We were also delighted to participate in a poker event organized by Credera, Omnicom Precision Marketing Group, TA Digital, and Critical Mass for our clients. It was a great way to network and build relationships in a fun, relaxed setting.

Overall, the Adobe Summit was an inspiring, fun, and educational event that brought together industry leaders and experts to share their experiences and insights. We are looking forward to attending again next year and to continue expanding our knowledge and expertise in marketing technology.

If your organization is investigating any of the above trends or technologies, we’d be excited to connect and share our expertise. Reach out at findoutmore@credera.com.