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Key insights from the Adobe Summit 2016

Salt Lake City - March 2016

Dave Reidy, VP of closerlook’s Creative group, and Ryan Barrett, a Group Account Director, headed to Las Vegas for the Adobe Summit 2016 conference in March to learn about the latest and greatest digital marketing techniques for delivering excellent marketing experiences to customers.

The pair learned from top thinkers and leaders in the industry—both from Adobe and the partners who use their technology—to gain a better understanding of how to better support our clients who are effectively using Adobe Marketing Services technology. Reidy and Barrett came home from the conference with a few key takeaways.

Customers want a consistent experience 

These days, customers view websites on several different devices throughout their day—perhaps a desktop at work, a tablet at home, and an iPhone when they are out and about—and they want a consistent, fluid experience across all of these devices. 

“If a user does something on the desktop, and then goes to the same website on her phone, she wants the phone experience to recognize what she just did on the desktop—to know what her last search was, make sure her shopping cart is up to date, and so on. And that’s not just a nice thing to have, it’s increasingly expected,” says Reidy. “Customers want engagements from brands to be consistent and completely up to date with what the last engagement was, no matter what platform or device they are using at the moment.”

In the opening session of the conference, Barrett learned that “Customers want to feel like they are known and respected, they want a company to speak to them in one voice, and to be delighted at every turn,” he says.

So what does this desire for consistency and hearing from a brand in “one voice” mean in a heavily-regulated industry like pharma? Adobe is developing technology—which includes a privacy policy that is being praised by government agencies and policy advocates—that makes the consistent and fluid experience possible across all devices.

“In the eyes of the customers out there, you don’t get any break for being pharma,” says Reidy. “Customers aren’t thinking about pharma being regulated. They just want to be able to do what they need to do online—and a company’s digital properties are either giving them those opportunities and experiences, or they are not.” 

Consistency requires close collaboration

But what’s the best way to get that consistency? Besides cutting-edge technology, it takes close collaboration among all parties involved to create that consistent experience. “If you want a consistent and integrated customer experience,” says Reidy, “you must work in an integrated fashion across disciplines, competencies, and across vendor partners to serve this client and this audience. You’ve got to live that integration, in order to give it to customers.” 

Barrett learned from a mobile strategy session that “We need to think about experiences in an end-to-end way. How are the users going to engage? How will I retain them? We must have a holistic approach to the marketing lifecycle.” 

In one notable case study, during a session titled, “Delivering Agile Experiences,” the Royal Phillips company described how they have their entire world-wide website on two versions of the Adobe Experience Manager. The case study highlighted how the development, creative, and marketing arms of an organization—even if it’s across multiple agencies—need to work in really tight coordination. 

Reidy says that learning from companies like Philips provides key lessons for closerlook and its clients. “That’s one of the reasons it’s important to go to a conference like Adobe Summit, so we can learn the lessons learned in other industries. Then we can apply these best practices to pharma’s business and regulation challenges.”

closerlook’s cutting edge approach

closerlook’s holistic approach—offering our clients strategy, analytics, creative, and tech, all in-house—puts the agency in an ideal position to offer the consistent experience that customer’s want.

“I think closerlook is wisely investing in its analytics and strategic capabilities—none of these capabilities are meaningful without insight,” says Reidy. “And having analytics and strategy in-house to provide insight, and then having creative and tech in-house to execute it, I think affirms closerlook’s approach. closerlook is building an agency that mirrors the customer’s needs.”

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The drugs, Optistavin, Easovartis and Librylin, and names, results, case studies and specific information, referenced in this advertisement are fictional and were created solely for illustrating the digital marketing capabilities of closerlook, inc. Any resemblance to actual drugs, medications, treatments, persons, living or dead, or to actual events, is purely coincidental. closerlook, inc. does not assume and hereby disclaims any liability to any party for any loss, damage or disruption caused by such party’s reliance on the fictitious information contained in this illustration.

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