The brave new digital marketing world

DIGITAL MARKETING The challenges of digitalization in marketing were discussed at the "Adobe Marketing Day" on 17 March in Zurich. A wittily staged video shows where the stumbling blocks lie.

Where is digital marketing heading? Answers were provided at Adobe Marketing Day in Zurich.Marketing is becoming more and more difficult: everyone is on the move and is switching off faster and faster with the current flood of content. Against this backdrop, traditional customer communication no longer works. Demanding customers are very economical with their scarce attention. Their criterion when selecting the information they turn to: Relevance. For companies that want to retain their customers or reach new ones, this means that only those who can generate relevance will be noticed, and relevance arises when needs-based content is tailored to the personal preferences and situation of the person to be addressed. It's no longer enough to simply water-can customers - nowadays, customers want to be inspired, and Adobe ensured relevance and excitement at its Adobe Marketing Days, which also took place in Zurich on March 17, after Cologne, Frankfurt, Munich and Hamburg. "Mission: Digital Marketing. The next dimension." was the motto. More than 200 marketing managers, digital professionals and creatives made the pilgrimage to the Arena Cinema Sihlcity to be introduced to the puzzle of the transformational challenges of the digital age by business philosopher Anders Indset in a way that was as humorous as it was profound. The following presentations were a mix of solutions for creating, managing, measuring and monetizing high-quality content in real time and practical examples.

Do you know what your marketing is doing? The video from Adobe stages this question in a humorous way with a rocket launch. "Make, Manage, Measure & Monetize" is summarized by Adobe in the umbrella topic "Content Velocity"; the fourfold approach covers the entire digital marketing workflow from creation to data and content management to performance and conversion analysis, so that every marketing franc invested also results in a corresponding return on investment.Best practices, presented by Adobe customers such as Sika and Swiss Life, illustrated concrete use cases of how digital customer experiences can be optimized, creativity and data analytics brought together or marketing rolled out consistently worldwide with the integrated Adobe tools. The full-day program offered plenty of sparkling ideas for mobile, cross-channel marketing, customer experience and data-driven marketing and was able to advance the participants professionally and appeal to them emotionally. "The topic of digitalization must not only be in the right brain, but also in the left brain. Reason has long since recognized that something has to be done, and this must now also reach the gut and the heart," as one participant put it.news from Adobe is coming up again in March: The Adobe Summit is taking place this week in Las Vegas. The Adobe Europe Summit opens its doors in London in May. here you will find the latest news from the Adobe Summit.