The irresistible rise of digital and large-scale personalization

Irresistible to the rise of digital technology, that’s what we learned from the 2022 Adobe Summit Fulfilled all his promises With over 26,000 communicators from the opening speech. Following this extraordinary event, of which Visionary Marketing was a partner [transparence]We hosted a live webinar on LinkedInAnd Twitter And Youtube The replay you will find below. Bring this conference together Gregoire Bautey (Adobe), Fabrice Frossard (Faber Said) And I. Organized by Olivier Saint Leger (Neuromass), who unfortunately took part in the action from under her bed. Adobe Summit 2022 can be summed up in just 5 hashtags: #growth #digital #IA #personalization #largescale. Here is a quick report full of tweets and includes the main elements from this video recording.

Adobe Summit 2022 Summary: The Rise in Digital and Real-time Personalization at Large

Shantanu Narain, President of Adobe during the introductory keynote for Adobe Summit 2022. During this brutal event (26,000 listeners at the time this photo was taken) Narayen described the irresistible rise of the digital

Transparency - informal networksTransparency: Adobe is our customer. We have written this post with our usual goal of professionalism, independence and originality.

The summit began with a number, identified by Adobe President Shantanu Narayen during his opening speech: We expect a turnover of “US$1 trillion in e-commerce” in 2022, in the US alone.

It’s no longer a joke. This digital boom is a real tidal wave. A long time ago (1997) when the president of Abe National asked me if “one day the Internet will occupy an important place in commerce”.

Customization is nothing new, the real challenge today is customization at scale!

The irresistible rise of mass personalization in the digital world

But this amazing digital economy (in France, we are already approaching 130 billion euros in annual sales volume of e-commerce), in order to work, requires customization.

But not just any customization. Because “personalization is nothing new,” explained Anil Chakravarthy, director of digital experience at Adobe. “The challenge today is to personalize it on a large scale,” he added.

This was really the heart of the Adobe Summit 2022 theme.

Why customization will you tell me? is that the work is not already finished. I quote here a tweet from Camille Jordan, who accompanied us to this summit:

80% of companies think they offer a commodity customer experienceBut only 8% of customers agree! Camille tweeted, citing a study by Payne and a character who is unfortunately not new, proving that things haven’t improved much in this area in Europe.

So we have no choice, and…

So the next step is to make the digital economy more “personal”

Which brings us to Shantanu Narayen’s recommendations, which tells us how to get there.

An irresistible breakthrough in the digital sphere … provided that the experience is personalized

Shantanu Narayen has given us four golden rules for accessing the personal digital economy:

  1. Quality content from the customer’s point of view: relevant and valuable to the customer;
  2. Personalizing the customer journey;
  3. customer experience
  4. Make sure we can act on the data, so that it’s good, clean, and not fragmented.

30% off Buyers of BMW buyers indicate their willingness to purchase online. We need to put digital everywhere – Janes Thamers

This irresistible rise of the digital is not an illusion. The numbers are there: Jens Thiemers, president of BMW USA, notes that a third of his customers are willing to buy their cars online. Gone are the days when e-commerce was reserved for 20 euros for a paperback.

CDP in real time? Kisaku?

For this you will need technology and that is the promise of a CDP or customer data platform, the ability to create marketing repositories capable of handling customization in real time and at impressive volumes, as this tweet from Fabrice refers to Frossard who also accompanied us during the Adobe conference report and during this online briefing.

Marriott’s Three Principles for Delivering an Exceptional, Data-Driven Guest Experience

But technology is not enough. That’s what Suzanne Bloomberg of Marriott reminded us in an excellent presentation on visual marketing.

In his experience, the three basic rules for success in large-scale data marketing are:

  1. Obsessed with the customer
  2. Make assumptions and learn to walk by walking
  3. Proceed with successive iterations

Nothing but seriousness you tell me! However, the Adobe Summit also gave us the opportunity to entertain ourselves with Dame Vivienne Westwood, Punk’s muse.

No connection between customer experience and Punk would add and in that you would be very wrong, as Adrian Swinscoe rightly taught us.

3 Lessons Learned from the Adobe Metaverse Marketplace Announcement

An event of this magnitude would not have been completed if he had not summoned the famous Metaverse. During this 2022 summit, Adobe announced the positioning of some of its products around the metaverse in collaboration with not least four major companies: Coca-Cola, Epic games, NASCAR, and NVIDIA.

From this declaration we can deduce some enlightening principles for the future:

  1. A virtual world has become more realistic;
  2. the need for 3D representations in e-commerce;
  3. Representations of virtual objects and characters online.

An ad we sliced ​​through the listing on Visionary Marketing and made it available through our Adobe Summit file.

To learn more, you will need to refer to our full article on the subject.

Adobe Innovation Previews, Adobe Sneaks

An Adobe conference report will not be complete if it is not adorned with a tweet on Adobe Sneaks (for “Sneak Previews” or previews in French).

These are 7 innovations made by employees who ask participants to vote for them. From these innovations come real products. For 60% of them, which is pretty cool.

If my companions appeared in the application that makes it possible to represent e-commerce objects in real size in augmented reality, then for my part I preferred #demanddetector, an artificial intelligence tool that makes it possible to debug e-commerce sites when there is a huge demand for a product and customers cannot Find it online.

The conclusion that was obvious for this summit was heavily tainted by AI-based personal e-commerce.

Search here for our tweets “Adobe Submit 2022”

Jan Gurvenick
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