Adobe Summit 2021 recently wrapped, and the bi-annual event once again consisted of many sessions valuable to marketers in all industries — not only B2C, but for B2B as well.
Let’s review some of the Adobe Summit 2021 highlights below.
Adobe Summit keynote: stressing personalization
“Personalization is going to drive business growth, and those that can deliver on it are going to be the clear winners of this digital economy,” said Shantanu Narayen, Adobe chairman, during their opening keynote.
This tracks with current research: 98% of marketers say personalization improves relationships with customers, and 87% report a boost from personalization efforts.
There is also reason to believe that increased personalization in marketing can result in increased conversion and engagement rates.
Adobe Summit 2021 really stressed that organizations that develop true customer connections will thrive in the digital economy. In the spirit of sharing what’s on the Adobe executives and other global business leaders will share how exceptional, personalized customer experiences are the key to business growth today and in the future.
Here are “sneaks” of projects Adobe is working on which could help B2B marketers create personalized customer experiences. It’s estimated that over half of the projects still in development will make it to market — so while some of these features still technically might not make it, we’re guessing they will eventually launch in one form or another, given Adobe’s desire to share them at Summit 2021.
Project Daily Shuffle feature of Workfront: managing work and “unexpected life interruptions” with AI – “re-route my day” feature to clear spots for unexpected interruptions based on user-given priorities (which are kept on the schedule).
Savvy Search in experience cloud – instant answers for questions on one single interface delivered on every screen of experience cloud; e.g. “Show me the customer journey for ‘Sunglasses launch for VIP buyers’.”
Catchy Content for Adobe Sensei – uses AI to help digital marketers measure characteristics of content that engage audiences and personalizes content with that insight; gathers data on content which engages customers, finds patterns among customers, creates personalized experiences for customers based on that knowledge; analyses which facets of a webpage (image, image color palettes, content) engages an audience most.