Adobe Summit 2022: 5 Informative Sessions That Could Help Marketers

With marketing dynamics continuously changing, businesses and marketers should be aware of the latest trends and advancements in marketing technologies, strategies, and practices. Adobe recently concluded its marquee event Adobe Summit 2022Opens a new window , with over 190 educative sessions covering the latest trends, practices, success stories, and developments in marketing and advertising technologies. The event also featured well-known personalities and thought leaders across various industries and functions.Â

Toolbox highlights a few sessions that stood out and could help marketing professionals and decision-makers across industries implement the right strategies and technologies to gain a competitive edge in today’s evolving world.Â

See more: Targeting Personalization: Adobe Announces Enhancements to Adobe TargetÂ

1. Content Strategy and Architecture

This session focused on a misunderstood area of content strategy â€” content architecture. In this session, Elise Hahn, senior product manager, Adobe, discussed:

The interwoven systems of content strategy, such as content architecture, user experience, editorial, practices, and marketing, and how these areas align to Adobe products
What the key elements of content architecture consist of within your digital ecosystem
Why content architecture and a complete view of strategy are vital to content velocity

2. Value of Sustainability: Business as a Force for Good

Sustainability is no more a cost factor but an opportunity for global challenges and businesses. In this session, global sustainability thought leader, three-time CEO and board member, and author Marga Hoek discussed her vision on how companies can be a force for good. She also discussed how they could thrive by acknowledging that various stakeholders should be addressed to succeed in the short and long term. She further presented a few real-life business cases to make a case for business for good and how it can be executed.

3. Transforming the Sport Experience

The world is moving away from linear TV and toward over-the-top (OTT) services, streaming platforms, and connected TVs (CTVs). According to a recent tvScientific study, 56.7% of viewers watch video content by streaming it, and only 26.3% of people watch it on cable/linear TV. And live sport is a widely watched content type on these platforms.Â

BT Sport recently relaunched its website and apps in the face of the changing viewer dynamics. In this session, Matthew McMahon, product manager â€” BT Sport, BT, discussed a few learnings from the brand’s journey. He also talked about:

A few challenges of stakeholder management and tips to overcome them
Driving automation through data feeds and APIs
Managing content at scale through strategic information architecture and tagging

4. Scaling Loyalty Through Personalization Maturity in Travel

In today’s world, customers expect personalization from the brands they interact with, and this holds true for the hospitality industry as well. Several organizations in the travel and hospitality industry are either implementing or planning to implement artificial intelligence (AI) and machine learning (ML) to make personalization possible. Yet, only a few of them will be able to differentiate their services by using these technologies to scale successfully. These companies understand how systems can assist teams in delivering insights and hence create customer loyalty.Â

In this session, Julie Hoffmann, head of industry strategy and marketing â€” travel and hospitality, Adobe Systems, and Peggy Fang Roe, global officer, customer experience, loyalty and new ventures, Marriott International, discussed:

The state of personalization in travel
The shift needed to advance personalization maturity
A case study on how a travel brand is changing personalization using data storytelling

See more: Adobe To Purchase Video Review and Collaboration Platform Frame.io

5. Personalized Experiences in Healthcare

In the healthcare industry, personalization is no longer an option but a necessity. Further, the explosion of digital channels and touchpoints and remote and virtual care models are accelerating the need for personalization at scale.

In this session, Thomas Swanson, head of healthcare strategic marketing, Adobe, and Shiva Mirhosseini, former VP of marketing technology and Digital Experience CVS Health, discussed the trends and opportunities available in the healthcare industry. They further discussed:

The shifts in how healthcare is used post-pandemic
How the line between retail and healthcare is blurring
How personalization of experience is driving better engagement and outcomes

The above list is just a short selection of the many informative sessions covering marketing, marketing technology, advertising technology across industries and sectors.

Which of these informative sessions would be your top pick? Share with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .