International advertisers are approaching a “tectonic” shift in the way large businesses are run, meaning all employees from top to bottom must become “stewards” of brand experience.
That is the view of Adobe executive vice president Brad Rencher, who was speaking this morning (11 May) at the start of the Adobe Summit EMEA in London.
Rencher argued that brands must focus on experience, rather than simply product and services, especially when it comes to Millennial consumers: “We are no longer an economy of products and services. As marketers, we need to realised we are not selling products, we are selling experiences. This is our reality.”
Describing this as the third major enterprise shift of the past 50 years – following the mass adoption of ERP and CRM software – Rencher said advertisers must prepare for a “tectonic enterprise shift”.
“It will change not just how the market, but how they organise, reward employees and sell product. It will change all of us,” he said. “This wave is about [creating] goose-pimples, smiles, and doing our job so well that the consumer does not know that I exist.”
Employees must become “stewards of your brand experience”, Rencher added, to help keep up with rapidly growing consumer expectation.
Adobe used the summit to unveil a newly updated version of its Marketing Cloud platform, offering a new user interface, advancements in mobile marketing management, and a new OTT video feature.
Adobe yesterday (10 May) also announced the acquisition of content curation service livefyre.