![]() It's gradually dawned that this isn't achievable when each of those channels operates in a separate functional silo. Evolving a connected platformįor several years now, marketing teams have been wrestling with how to ensure a joined-up customer experience that connects across the many different channels through which individuals engage with an organization. ![]() I spent the week of the Summit speaking to various executives at Adobe about the steps it's been taking and how they measure up to what's needed. The backdrop to these announcements is Adobe's own journey - just like its peers in the enterprise application space - to modernize its technology architecture and product offerings to adapt to these emerging demands. This, along with the overall event theme of experience-led growth, ties into a core sub-theme of Frictionless Enterprise called the XaaS Effect, in which enterprises continuously engage with customers and iteratively improve their experience and outcomes. Meanwhile, a new product analytics offering extends analysis of the customer journey to encompass the product experience. At the show, Adobe introduced the concept of the content supply chain, in which the processes of content creation and delivery are streamlined in automated workflows to drive speed, scale and accuracy. While the announcements around generative AI stole the headlines, the core theme of Adobe Summit this year was all about joining up end-to-end processes across the marketing function and beyond. The recent Adobe Summit provided a textbook example of how these trends are being expressed in the strategies of leading enterprise technology vendors. ![]() One of the biggest challenges here for established businesses is figuring out how to bring their existing IT investments into this new more digitally connected world, and they are looking to their incumbent technology vendors to help them on this path. This is a journey that diginomica calls the move to Frictionless Enterprise, where the goal of digital transformation is to eliminate barriers to rapid action and adaptation. The average enterprise today is racing to join up processes and data across the organization and out to customers.
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