Companies urged to use example of Uber and make marketing the product

Narayan

Companies need to look at the example of digital startups like Uber and realise their marketing is actually their product, the global head of Adobe has said.

Talking about taking “marketing beyond marketing” Shantanu Narayan cited the examples of ride share app Uber, which has developed because of mobile technology and has realised their apps are actually the product they are selling.

Addressing the Adobe Summit conference in Salt Lake City Naryan said: “Traditionally as a marketer your company gave you a product and you got to market it. The questions you got to ask were things like how do I position my brand, whats the messaging, how do I allocate my media spend?