Author: admin

Adobe global CMO of Digital Experience, Eric Hall, wants companies to make bigger, bolder bets on their technology investments like consumers do, and break free of the incrementalism mindset they’ve been holding onto. And he’s seeing Adobe’s increasingly solid platform play and its brand-safe approach to AI as a compelling way to achieve that – provided the martech vendor can get better at elevating its own brand story with CMOs, CIOs and CEOs. During this year’s Adobe Summit, the marketing chief caught up with Mi3 to discuss the very practical AI innovations coming into the Adobe stack to drive personalisation at scale, what it’s going to take to make AI less scary for marketers, and how the vendor itself is working to improve its own marketing to marketers.

Coca-Cola has 2 billion interactions with consumers on a daily basis globally, but it didn’t know much about these customers until it started working towards a unified marketing operations approach as part of its pursuit under CMO and EVP, Manolo Arroyo, to be the best marketing team in the world – by a lot. In partnership with Adobe and WPP, the FMCG has so far built out 152m actionable consumer profiles in 129 countries. Across this, it’s applying 2,200 customer segments, with 27 data sources contributing to profile richness. And the good news is it’s paying off commercially, with known customers spending 27 per cent more. During Adobe Summit, Coca-Cola’s global head of marketing technology, Shekhar Gowda, detailed the business challenge and what it’s taken to try and harness 180 creative brand managers and thousands of people globally into one portfolio approach while retaining creativity.

A year on from debuting its family of creative AI models, Adobe has used this year’s annual Las Vegas Summit to detail the latest ways it’s extending the tentacles of generative AI capabilities into all aspects of the content supply chain and across its Experience Cloud suite for marketers. It’s a play that brings AI directly into the tools marketers are using for everyday tasks. On hand to tout the benefits of the vendor’s martech platform and growing automation and AI capabilities was giant health brand, Pfizer. The vaccine maker cited 50 per cent-plus productivity gains plus 75 per cent faster content creation and is now eyeing bigger gains – a five-fold increase in content productivity via rapid adoption of Adobe’s tools and up to $1 billion in near-term value off the back of its broader AI play.

Reflections Holidays CMO, Pete Chapman, has spent between $500k and $1M on an all-encompassing rebrand of the $500m NSW social enterprise and park operator. He’s confident of payback within 12 months and 10x returns in coming years. Why does he think it’ll work? Getting buy-in from its 420 employees first, building brand strategy and creative idea from the inside out, rather than handing the reins to agencies, an eye on distinctiveness, and a commitment to building mental availability over quick performance wins all have something to do with it. Marketing investment, per Chapman, “from here, is going to be 80-85 per cent brand, and 15-20 per cent performance”.