Adobe Summit 2021: Empowering a digital-first economy through personalisation

Adobe Summit 2021: Empowering a digital-first economy through personalisation
Adobe
  • Software giant Adobe concluded its annual and the world’s largest digital experience conference last week -- Adobe Summit 2021.
  • Adobe introduced innovations across Adobe Experience Cloud, a comprehensive set of applications that help businesses deliver personalized and relevant digital experiences needed to be successful in today’s digital economy.
  • Creating a personalized experience for customers is critical for businesses, but comes with a challenge as most browsers going forward will no longer support cookies.
Software giant Adobe concluded its annual and the world’s largest digital experience conference last week -- Adobe Summit 2021. At Summit, Adobe introduced innovations across Adobe Experience Cloud, a comprehensive set of applications that help businesses deliver personalized and relevant digital experiences needed to be successful in today’s digital economy. Aimed at enabling customers to optimize their customer journey management, these innovations include a range of new enterprise applications such as Adobe Journey Optimizer and Adobe Customer Journey Analytics, a Marketing System of Record through the integration with Workfront, and new Adobe Experience Platform capabilities to deliver real-time personalization at scale.

Creating a personalized experience for customers is critical for businesses, but comes with a challenge as most browsers going forward will no longer support cookies. Keeping this in mind, Adobe also introduced industry's first Customer Data Platform (CDP) architected for first party data . This will help marketers manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies. Additionally, Adobe and FedEx announced a new multi-year collaboration starting with the integration of Adobe Commerce with ShopRunner. The partnership will help drive demand, reduce cost and gain customer insights which will unlock a new era of digital experiences built on innovation, speed, and convenience essential in a digital-first economy.
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"The opportunity to partner with Adobe is another step forward in the FedEx journey to create an open, collaborative e-commerce ecosystem that will help brands and merchants deliver seamless experiences for their customers”. “With Adobe’s leadership in customer experiences, the ShopRunner platform and our digital and logistics intelligence, we can increase the competitiveness of brands and merchants and create new possibilities in e-commerce.”

Raj Subramaniam, president and chief operating officer at FedEx

A trillion-dollar opportunity



There's no doubt that e-commerce marketplaces were the most well-equipped to meet new challenges in light of the Covid-19 pandemic. Over the past decade, they've focused on supply chains, digital marketing, e-payment processing, and last-mile delivery. Global commerce continues to see record-breaking growth with US$ 876 billion in the first three months of 2021. That's a YoY growth of 38 per cent, and 2021 could clock up to US$ 4.2 trillion.
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Our resilience, which has been tested through pandemics, geopolitical tensions & natural disasters will turn crisis into opportunity. We have seen industries explode in digital adoption from financial services, education, health, government services and of course retail

Simon Tate, President APAC, Adobe

The key to remaining ahead of the competition



In an offline world, a user can directly express their preferences, choices, and requirements to a merchant or service provider. A one-to-one meeting has an edge that the digital world is constantly trying to catch up with - personalisation. However, in today’s digital-first world, it is essential for business to transform digitally and re-imagine the entire customer journey to architect for agility. Businesses are required to find new ways to add value with their products and services while ensuring a seamless, personalized experience throughout the customer journey - all while keeping the data entrusted to them by their customers safe and secure.


To survive and thrive, every business has had to rapidly accelerate the transformation to digital. In this environment, customers rightfully expect engaging, personalized digital experiences delivered to them in real-time, in a way that also respects their privacy and delivers value. And brands that are putting a laser focus on customer experience management are coming out in front. Simply put, customer personalization done right drives business growth

Anil Chakravarthy, Adobe's Executive Vice President and General Manager of digital experience business and worldwide field operations

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Adobe’s innovations for a digital-first era



We have gone from a world with digital to a digital-first world and there is no going back. Today, every business is a digital business. Asia continues to be an epicentre of digital innovation, from creating marketplaces like Tokopedia and Flipkart that are driving the future of commerce, to social media networks like WeChat and TikTok that are now global

Shantanu Narayen, Chairman, President and CEO of Adobe.

The Adobe Experience Cloud consists of a content management system that can offer a customised experience to each customer. Data insights can be collected via Adobe Analytics and Adobe Audience Manager. A new addition is Adobe Customer Journey Analytics, which provides intelligent alerts for essential insights, making the acquisition process very transparent and open for improvements. The platform is also cloud-ready, so organisations don't have to worry about additional third-party resources to host the suite.Adobe Experience Manager can now help brands create, manage and optimize the content via APIs and automation.

For the digital workplace, Adobe Workfront enables more agile, aligned creative work while eliminating work friction and distractions. With all work details, deadlines, collaboration, and resources available in one place, they’re able to deliver content and campaigns with greater speed and efficiency.

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Adobe is powering Digital Experience for Top Healthcare Brands



Today, in the era of the pandemic, access to healthcare is more important than ever. The healthcare industry has recognised the need to adopt digital channels to reach customers with critical information and services in real-time. Adobe is working with leading healthcare brands to transform their customer experience through Adobe Experience Cloud.

At Summit, Adobe announced that it is powering digital experiences for seven of the top 10 healthcare providers, eight of the top 10 healthcare payers and nine of the top 10 pharmaceutical companies – delivering experiences with agility and at scale.

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As part of the partnership with Adobe, Pfizer is leveraging Adobe Experience Cloud to deepen engagement with physicians and connections with patients. Adobe Analytics helps Pfizer gain customer insights across digital interactions and Marketo Engage powers personalized digital experiences that support physicians, patients and caregivers on their treatment journey.

During a conversation between Shantanu and Albert Bourla, Chairman and CEO, Pfizer on Pfizer’s journey of business since the pandemic and how they developed the vaccine, Albert said

It was an impossible task. You must believe it. And not only you must believe it at the top, you must take this belief all the way down to every single person that this is working… To make the impossible possible, you need to have thousands of people believe that they can do it… And it was a glorious demonstration that people never know what they can and cannot do.

Albert Bourla CEO of Pfizer

The pandemic has forever altered how healthcare is delivered, including high consumer expectations for timely and personalized care. Leveraging Adobe Experience Cloud, with privacy and security top of mind, healthcare can be delivered in real-time at scale, with the individualized service that consumers expect today.

Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations, Adobe

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Because health is deeply personal to each consumer, the healthcare experience needs to be tailored to fit the needs of Walgreens Boots Alliance’s 120 million customers and patients. The power of Adobe’s technology allows us to understand our customers and deliver the unique experiences our customers need to live healthy lives.

Alyssa Raine, group vice president of Customer Marketing Platforms at Walgreens

Adobe Experience Cloud covers data, insights, customer journeys, e-commerce, content management, marketing workflow, and an ecosystem of partners. For any business, it's an essential combination that offers best-in-class customer experience solutions for the digital era.


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