For the afternoon keynotes of the first day of Adobe Summit EMEA, Mark Zablan, President EMEA Adobe, started by sharing his vision on velocity and change:
1. Engage everywhere your consumers are (Pinterest, Facebook, Twitter, etc...) whatever device they use (smart phones, tablets, desktops, etc...). Last year, tablet shipping increase 76% while desktop shipping decreased 40 %.
2. Embracing rocket science: data is most useful when it can be related to indivuals, customers or segments. Better decision on marketing & targeting. Being able to execute the perfect marketing campaign. Being able to refine & to improve constantly.
3. Connect the dots: breaking silos and being able to deliver personalized and relevant experience.
Royston Seaward, Partner Deloitte Digital Consulting, shared some interesting insights and best practices from their digital consulting practice:
1. under 26-year-old: 50 % of people social first when starting Internet browsing. Over 26-year-old: 50 % of people search first when starting Internet browsing
2. Strategy : knowing who you want to target and how to reach them
3. People : 3 things you need . people who know to run. Being able to change things rapidly. Leadership to accept direction. Do you have this in your organization ?
4. Process: agility in processes. But element of control is needed as well.
5.Technology : ERP was the technology that was going to revolutionize the back office. Today, we have the same revolution in the front office. Technology is more than just the implementation. Hearts and minds are needed too.
Bastien Schupp, VP Marketing for Nissan Europe, explained Nissan Digital Marketing strategy and challenges as a car maker. He started to describe car makers as dinosaurs trying to adapt. Nissan Europe Marketing team manages 27 websites in 20 languages, using Adobe Marketing Cloud. According to him, Nissan is obsessed with tracking activity to point of sale. In a multichannel world, consumers know more than the salesperson, so added value of offline experience needs to evolve. The retail experience needs to be more digitalized. Nissan is also trying to engage their audiences by synchronizing TV ads with mobile using Shazam.
The last keynote was led by Stefan Olander, Vice President, Digital Sport, Nike, and Ajaz Ahmed, CEO Akqa. They shared the insights from their best-selling book "Velocity: The Seven New Laws for a World Gone Digital".
4 Velocity principles: Speed, Direction, Acceleration, Discipline
The 7 laws of velocity (source: http://velocitylaws.com/the-seven-laws/=
1. A Smith & Wesson beats four aces: velocity doesn’t care who you are or how good you were yesterday. It’s coming for you anyway. Don’t be a sitting duck. See the big picture. Find the pain points, see patterns taking shape, and act.
2. It's easier done than said: Velocity takes courage, focus and determination, but gives back efficiency and rewards intuition, iteration and gutsiness. There has never been a better time to go out and be disruptive. Can you think of one thing someone else could do that would destroy your business? Then what is stopping you from creating it? 87% of the Fortune 500s in 1955 were no longer in the Fortune 500 in 2011.
3. The best advertising isn't advertising. It's less about 'saying' and more about 'doing'. Instead of interrupting people, serve them and make them feel something.
4. Convenient is the enemy of right: most of the time, the most inconvenient path is the right thing to do. '. Disneyland has underground system of garbage cleaning because someone cleaning garbage is not a magic land experience.
5. Respect human nature: Digital is the means, not the end. Technology sometimes obscures this ultimate truth, and makes it easy to forget that at the far side of an app, a tweet, an anything, there’s a person.
6. No good joke survives a committee of six. No way to deliver on velocity when staying in committees while the world is moving fast around. To live a life of velocity, you cannot have endless meetings for a decision. Have the balls to make a call
7. Have a purpose larger than yourself. Dreamers and visionnary blows us away. Innovating for the benefit of the athlet. Brand promise : just do it. Not enough to say it. You must enable, inspire and help me to just do it. Purpose that is larger than us.
The keynote and the day ended with a great quotation "The most powerful force in the universe isn't technology. It's imagination."
After a cocktail reception, and a spanish-style dinner, the party started with a show by Jessy J.
Not everybody in the audience knew who she was before the show, but she convinced everyone with a great live performance!
