Marketers feel perpetually left behind by technology says Adobe’s executive VP Brad Rencher

While marketers are given a wide variety of technologies and to work with, Adobe’s executive vice president has said if he were to survey marketers, “very few would say they feel proficient”.

Speaking with Mumbrella ahead of the 2017 Adobe Symposium – the software company’s digital marketing conference – Brad Rencher, said Adobe is currently trying to help clients get rid of the sense they are “perpetually behind.”

Adobe’s Brad Rencher

“Many marketers and heads of digital understand there are technologies they can use but if you were to survey them, very few would say they feel proficient,” Rencher said.

“The interesting thing is many of them are proficient, and are doing innovative things but there’s this sense of ‘I’m perpetually behind’ and that’s one of the things that we are looking to help customers see – ‘There are things you are doing that are innovative, but don’t be overwhelmed by all the things you are not doing.’”

He said putting the innovation into “bite-size chunks” would be a way for businesses to build something “fantastic”.

“Let’s just build a roadmap so that you do the next thing that’s important for your business, and by doing that you almost put it into easier-to-consume bite-size chunks of innovation that then add up into something that’s pretty fantastic for the company.”

Rencher added brands which didn’t embrace digital transformation, they would be “left behind”.

“The future of the experience business is understanding the primary way your success or failure is going to be measured is 100% dependent on the customer experience you provide,” he told Mumbrella.

“There is a fundamental realisation from even the most senior executives, that if they [brands] don’t change to embrace this kind of digital transformation, they’re going to be left behind and their entire business is at risk.”

When asked which brands in the Australian market were good examples of rethinking their approach to digital marketing, Rencher cited some of Australia’s biggest brands, including Commonwealth Bank, Telstra and Tourism Australia.

Looking at controversies around digital marketing, such as transparency, viewability and brand safety, Rencher said the experience cloud, made up of the advertising, marketing and analytics cloud, was helping Adobe’s customers.

“One of the ways we are differentiated is we have invested deeply in brand safety and viewability even more so than others in the advertising category,” Rencher said.

“We see that it certainly is an area that advertisers are very focused on and we believe we continue to invest deeply in this space, because people tend to understand where their dollars are going and how that fits into their broader marketing activities.”

Commenting on the role of Adobe in driving marketers to adopt programmatic in-house, Rencher said: “Programmatic is certainly a major growth initiative and we’ve seen companies become more proficient in programmatic and bring some of that buying in house, we’ve seen people continue to leverage programmatic with their agency partners.

“For us it doesn’t much matter how people end up using that, it is ‘Are they actually getting the impact that they desire from their advertising and their programmatic initiatives but tying that back to marketing experiences that they’re also driving?’”


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