2021 Adobe Summit: Perspectives (Part 3)

Hadleigh Smith – Adobe Practice Lead

The COVID-19 impact on consumer behaviour has forced brands to reassess how they engage with their customers. The pandemic created an opportunity for brands to review their Digital strategy and understand the importance of data and using this to create better engagement with their customers by giving them personalised and relevant content and offers. Companies who were quick to identify this, were able to develop true consumer connections to enable them to flourish in this new digital economy. This year’s Adobe Summit embraced this trend, by sharing how company executives and business leaders used Adobe’s technology to react to change and create personalised customer experiences. I was particularly interested in how Adobe would be reacting to privacy regulation changes regarding the use of third-party cookies, and how this would change their approach to collecting data. Adobe Experience Platform was therefore of particular interest, in the way journey orchestration was being introduced as an additional layer to track, understand, and create truly personalised content by using the unified customer profile of a consumer to deliver a truly engaging and immersive experience.

I also took the opportunity to attend a number of Workfront sessions. In this fast changing world having one place to manage your work is key for companies to react to forever changing customer needs. This, integrated with the Adobe Experience Cloud, will enable our clients for the first time to drive technology transformation, create and manage their marketing campaigns, and give their teams one central application platform to share ideas, create content, and manage their projects.

At Capgemini, we bring together data, technology and a brand vision to create and realise our clients’ customer-first strategies. We provide strategic consulting, build the architecture, implement new digital tools, and run the entire ecosystem, as well as monitor, fine-tune and support organisational change. This years Adobe Summit emphasised again why Gartner and Forrester recognise them as leaders in Digital Customer Experience, and why Capgemini value the Platinum Partnership and our close working relationship to use their technology as the engine room for powering experiences at scale.

As Adobe’s Partner of the Year for Western Europe, Capgemini is incredibly excited and look forward to future Adobe innovations that will empower companies to create the very best customer experience.

Capgemini is helping Tier 1 clients in every sector to improve and fine tune their digital capabilities and aiding companies deliver a truly consumer centric experience. Please reach out to us if we can support your company’s journey.

Interested in a career at Capgemini? We hire the best talent from Apprentices and Graduates to experienced employees and are always on the lookout for more amazing people to join our company. If you think this could be you, make sure you reach out to us or apply online.

#GetTheFutureYouWant #CapgeminiIsHiring

Hadleigh Smith

UK Adobe Practice