17 April 2020

Adobe Summit '20 - Review

Hi everyone and welcome back to another blog by
Hussey Coding. 

As this week draws to a close we take a look back at our experience so far of this years Adobe Summit, likes, dislikes and everything in between in our Keynote review
For the last 2 weeks we’ve been hard at work watching and re watching all of the keynote sessions from all 6 tracks, advertising, commerce, customer journey management, B2B, content management and Data & insights.
Over all of these sessions one message rings out, Adobe and all of it’s departments are looking at and trying to find new ways of enhancing the customers experience. That’s what it’s all about now all the new innovations, all the new systems and programs are all geared toward helping you track, record and analyse all the data you can possibly get on a single customer and then use it to target them in a way that feels natural and personal to each individual.

No matter what track you are on that is the message. One of my favourite sayings is “you won’t always remember what some one said but you will always remember how they made you feel” and that’s the goal for Adobe, to entice you to use their newest cloud service, playbook and or innovation to enable you to make your customers feel something that creates brand loyalty in them.

The other, slightly more subtle message coming out of Adobe Summit is that only Adobe can do these things, if you want X,Y,Z done in this particular way then only Adobe, if you want this type of data then only Adobe can deliver. Don’t get me wrong, a lot of the new things they are releasing are really impressive and probably do what they say on the tin and if you were to invest in them they would probably enhance your company in incredible ways.

However, in all this gushing talk of this new product or that new innovation there is a severe lack of numbers involved. Some things are going to be directly integrated into existing product and some will be stand alone but with no price point available anywhere this leads me to believe that Adobe is employing a "convince them of the value and they'll waiver the cost" strategy. And I'm not saying this is bad rather cautioning you to the potential monthly cost incurred by your business to implement all of these wonderful new toys.

As a side note, I do find it interesting that a Summit fully revolving around the message that interaction needs to be personal, there was 0 effort to make the experience of "being" at Summit personal. For all of the boasting and demos that the Keynote speakers gave, there was no actual direct interaction with it for us as an audience. Let me give you an example, we were told about great new strides in product recommendation, where using the power of Adobe the AI can recommend similar items for purchase, not once was a video or session recommended to me based on my previous viewing.
Behind the scenes I don't know how difficult that would have been to set up but Adobe definitely missed an opportunity to demonstrate in a real way how these new projects work.

In conclusion, online shopping is now all about the personal customer experience, that seems to be the message Adobe want people to know. There are sessions here for everyone regardless of your industry and status, this Summit is packed full of content and it would take a good few weeks to just get through it all. Adobe did a great job of bringing the Summit online, even if there were one or two things I thought they cold have done better. 

Head on over to adobe.com/uk/summit.html to see all the content now, for FREE.

Thank you again for supporting Hussey Coding by reading this blog, in the next few weeks we will be exploring a few of the breakout sessions in the commerce track to bring you all the latest news in the world of Magento,
Thanks again and don't forget to stay safe and have a great day.

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