Adobe Digital Marketing Summit 2012

Adobe Summit 2012 LogoAs I have since 2005, I once again attended the Omniture Summit this year, which was re-branded as the “Adobe Digital Marketing Summit.” This reflects the branding changes Adobe has done overall to the Omniture suite, along with bringing on board additional digital marketing tools from other acquisitions that Adobe has completed in the past couple of years.

This year the Summit was the biggest yet – with over 4,000 attendees (up from 2,500 attendees in 2011). That’s a big jump in attendance and I’m sure it was due in no small part by the expansion of the Summit to include additional digital marketing products as part of the overall suite that came from Omniture.

During the opening keynote Adobe made the following product announcements, which were aimed squarely at improving digital marketing efforts.

  • Discover 3
    • New, more intuitive interface
    • Cross-pathing and attribution improvements
  • CQ 5.5 Web Content Management
    • Integration with Adobe SiteCatalyst 15
    • Integration with Adobe Search & Promote
    • Integration with Adobe Scene 7
    • Improved integration with Adobe Test & Target
  • Predictive Modeling for Marketing and Advertising
  • Adobe Social (formerly Social Analytics)
    • Now includes competitor sentiment for benchmarking

Overall the announcements were a little less exciting than in 2011, but the new offerings still looked like good steps in the right direction.

As for the rest of the Summit – these are the breakout sessions I managed to attend:

  • Personalization Powered by Social Media
    • 75% of people are willing to share brands they like online
    • Providing a positive personalized experience for site visitors / app users can build loyalty, affinity for a brand
    • Language targeting is a must for most brands
  • New Innovations in Mobile Powered by Adobe Digital Marketing Suite
    • Android Best Practices Plug-In will be available in late April 2012 (about time!)
    • Average time spent is higher for users visiting sites with mobile devices, than for desktop / laptop users
    • Have and know your mobile strategy – it can help drive personalization.
  • Implementing Advanced Social Media Measurement
    • What is the value of social sharing? Depends. You need to classify the share points and see which drives the highest conversions.
    • Social media priorities: engage first, measure second.
    • Don’t silo your social media into separate report suites – you lose the ability to tie them to your site/app conversions.
  • Mobile App Measurement Lab
    • This was a hands-on lab where I had a refresher on implementing SiteCatalyst tracking for Android and iOS.

Beyond the product announcements and learning opportunities, for me Adobe Summit was a big networking opportunity for me. I met many people at Summit this year – both folks I knew from Summits past, current clients, and new potential clients. The food and parties were once again excellent, although because everyone was so spread out across many different hotels – I missed out on the after-parties (which all seemed to be occurring at hotels other than mine) – so I actually got a little bit of sleep this year. 🙂

For me attending Summit this year was an unqualified success and I am already looking forward to next year. Good job Adobe!

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