‘Brands must disrupt themselves to keep customers’ says Rencher at Adobe Summit
Brands which understand their customers’ growing affinity for experiences over products will be the winners in a third wave of digital transformation, delegates at the Adobe Summit in Las Vegas were told.
Adobe EVP and GM Brad Rencher said while early adopters benefited from digital transformation of back and front office functions and increased efficiency, the third wave is not about brands or what they sell but the customer experience.
He said: “It’s about doing our jobs so well customers don’t even know we exist. As marketers, we need to understand we’re no longer in the business of selling products, we’re in the business of selling experiences.”
Announcing a range of enhancements to Adobe’s Marketing Cloud, Rencher said to become experience businesses, brands must ensure their content is continuous, consistent and compelling.