Orchestration of Digital Experiences: What I Retained From Adobe Summit 2019
In my opinion, that’s a pretty great example of a memorable digital experience. And to tell the truth, like many, I am not super excited in general by what’s happening in augmented reality right now. This impresses me much more.
Obviously, all this requires technology. Which Adobe sells. So of course, this was one of the featured topics. The star was probably Adobe Sensei, an artificial intelligence module that was omnipresent in all the demos. For example:
- To predict the response rate of customers you’ve sent personalized emails to using Adobe Campaign;
- To choose the segments with the highest propensity to purchase, in order to push ads to them via Adobe Advertising Cloud (Adobe’s DSP);
- Or to determine what specific offer to send a potential B2B customer who has been navigating on your site for three minutes or more, using an integration of Marketo and Adobe Experience Cloud.
Of course, the demos we were shown, as convincing as they were, required a number of licences, meticulously planned implementation and sustained activation.
Orchestration is exactly that. Once a solution has been correctly implemented in a company’s ecosystem, the fun begins. That’s when technologies, processes and people start their dance. Orchestration is the synergy between instruments (tools) and musicians (people) that need to align their efforts to form a symphony (strategy and process).
Without this perfect, rigorous and evolving harmony, the best software on the planet is like a single guitar in its case in the back of the closet, though significantly more expensive.
It is often said that big ideas don’t survive their execution. Adobe clearly feels the same way, as they spent a tremendous amount of time showing us how well-organized clients are able to achieve orchestration, and therefore impressive results. These clients collaborate effectively with their partners, have meticulous processes and take an approach of continual experimentation. They also generally have a coherent technology ecosystem, resulting from a lascivious and intense dance between the people in marketing and technology.
The feeling I got at the Summit was that theory, big concepts and ideas collecting dust on the shelf are behind us. We are entering an era where decision-makers have understood the importance of digital transformation, where software has achieved a certain maturity, where qualified human resources are available and where use cases are clearer and clearer.
Our will is the greatest accelerator (or the greatest obstacle) of powerful digital experiences that engage customers. To conclude, I’d like to borrow a slogan from Nike: Just do it!