March 27th, 2014 by Maria Minsker

As the Adobe Digital Marketing Summit comes to a close in Salt Lake City, I’m back in NYC reflecting on a few days of total submergence in a marketing mecca. What were some of the biggest takeaways from this year’s summit? From introspective customer testimonials to optimistic predictions from company heads, I bring you the top 10 marketing mantras from the Adobe Digital Marketing Summit.

1. “As customers, our tolerance for bad experiences is extremely low and our expectations are extremely high.”

– Shantanu Narayen, CEO of Adobe


2. “Big data is dead if there is no thread connecting it.”

– Vishal Sikka, member of the executive board at SAP, commenting on the new strategic partnership between Adobe and SAP. Together, the two companies plan to launch joint solutions in the area of big data analytics, and transform customer data into actionable insight more efficiently.


3. “One of the biggest problems with marketing is that it is organized with the means, not the end in mind. As marketers, you need to unlearn marketing as you know it. You need to imagine a world in which marketing was not invented until just now.”

– Brad Rencher, senior vice president of digital marketing business at Adobe

4. “Continuous delivery is a revolution. It’s about shaping business in a way so that the whole team gets involved.”

– Jeff Titus, general manager of Audi, an Adobe customer, explaining how Audi adds technologies that make sense in the context of consumers’ driving experiences

5. “Mobile can serve as a record keeper and as a bridge between brick and mortar and e-commerce experiences.”

– Julie Bornstein, CMO at Sephora, an Adobe customer, discussing how the company leverages mobile for its beauty insider loyalty program and keeps track of customers’ cosmetic preferences through its app.


6. “It’s not just about giving people the tools and technology they need to make something happen. It’s about what they do with those things that’s truly exciting.”

– Yancey Strickler, CEO of KickStarter, rounding out a series of conversations with Adobe customers with a reminder about the power of technology to influence society.

7. “To reach digital maturity, you need to have the 3 P’s. The best in class people, process, and product.”

– John Mellor, vice president of business development and strategy at Adobe

8. “Seventy percent of a customer’s opinion is already formed before they interact with [a company].

– Mike Rude, director of customer experience marketing at Fedex, an Adobe customer.


(Photo courtesy of Adobe)

9. “There’s always a plan to engage the audience. But sometimes you have to give it real.”

– Richard Sherman, cornerback for the Seattle Seahawks, reflecting on managing his image after skyrocketing to fame following his infamous interview with Erin Andrews and subsequent Super Bowl victory.


10. “Not taking a risk is a risk. Risks are what propels you forward.”

– Robert Redford, actor and film director.

For more on the Adobe Digital Marketing Summit, check out my coverage of day one and day two, and follow CRM magazine on Twitter @CRM.

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