Adobe India celebrates digital India's Real Time Enterprise

Launching its first ever Digital Marketing Forum today in Gurgaon, India, Adobe announced the acquisition of new customers – HDFC Life, iYogi, Sterling Holidays, ShopClues, PayBack among many more – demonstrating the high demand for Adobe Marketing Cloud in the country. 

The speakers at the event were Shantanu Narayan, Adobe’s President and CEO, along with Brad Rencher. Other noted speakers were Mariam M. Mathew, Chief Operating Officer, Manorama Online; Kirthiga Reddy, MD, Facebook India; Gaurav Dwivedi, Director, DeitY and CEO MyGov; Sandeep Menon, Global Practice Leader, Digital Marketing Services, Cognizant; Pravin Shinde, Head Digital Analytics, Flipkart; and Ambrish Bajaj, Head of Mobile, Jabong. The event is being attended by over 500 senior marketing and related professionals.

While delivering his keynote, Brad Rencher, Senior Vice President and General Manager, Digital Marketing, Adobe, said, “India is one of the fastest growing markets for Adobe’s digital marketing business, and a substantial amount of the leadership and development for the Adobe Marketing Cloud products is taking place at our Adobe offices in the region.”

Umang Bedi, Managing Director, South Asia, Adobe, said, “Today, customers can be confident that as they grow, Adobe has the capability to scale for them as they embark on their own digital transformation. The journey begins with a single step and in many cases, a single solution. As companies develop an understanding for the power unleashed by analytics, and experience the efficiencies created by these digital tools, we see an increasing hunger to do more. And our growth in the country is a testimony to that.”

During the panel discussion on “Riding The Digital Engagement Wave”, few industry stalwarts like Vishal Dhar, Co-Founder and President Marketing, iYogi; Sanjay Tripathy, Senior Executive Vice President responsible for Marketing, Product, Digital & E-Commerce at HDFC Life; Kirthiga Reddy, MD, Facebook India and Brad Rencher, Senior Vice President and General Manager, Digital Marketing, Adobe discussed the parameters that empower brands to build consumer experience. The session was moderated by Umang Bedi, MD, South Asia, Adobe.

Vishal Dhar said, “Digital marketing has been at the core of our customer acquisition strategy, driving our global success. For a consumer services such as ours, careful segmenting, targeting and personalized experiences are essential.”

Tripathy said, “We are keen to offer personalized and relevant communication on the various digital channels to our customers. We believe in engaging, educating and giving our consumers a best experience. With technology today we can target right content to the right target audience. Analytics, Target and Audience Manager is a next step in our digital journey.”

Kirthiga Reddy said, “Today brands are keeping consumers at the center stage and are revolving their strategies around them. With the advent of cross-media platforms today marketers need to target all possible screens to reach to their set of audiences.”

Kirthiga stressed on the fact  that there are two transitions that are being witnessed in the industry off-lately. Firstly there is a shift towards Digital and secondly, at the same time a lot of brands are shifting focus towards Mobile.

Adding further Tripathy said, “This year will be one of the big years for insurance world. We will be spending a huge amount of 150 Crores on digital. Programmatic buying is going to rise at a rapid space in the coming future.”

The session ended with a key insight that there will be a huge technological and strategic shift in the industry.

While delivering her keynote speech after the panel discussion, Kirthiga Reddy, MD, Facebook India highlighted few trends and insights from the research that they did to understand the transformational shift that the industry is facing. She said, “We are in the age of multi-screens and Mobile today has emerged as the first screen. People have started spending more and more time on Mobile as compared to digital.”

Adding further she said, “Out of the total 1.39 Billion people present on Facebook, 1.19 Billion people are from mobile. At Facebook it is not that the growth only comes from metros but interestingly from all the markets. There is an inclusive growth and facebook has changed the entire consumer behavior.”

Highlighting few shifts, Reddy said, “The biggest shift will be people based marketing and there will be huge shift towards Mobile which leads to the trends like Targeted reach wherein brands will be disseminating specific content to the desired target audience. Secondly, brands need to give a personalized experience to its consumers in order to engage them more keenly with the brand.”

"Thirdly, there will be an increase in the usage of Mobile video which she felt most brands have already started using. Fourthly, there will be a more strong, measurement system. Today 62 percent of brands have already kind of shifted from Cookies to real identity. Lastly, with digital the phenomenon of prime time will take a back seat and there will be a increase in all day, everyday phenomenon,” she said while concluding her session.        

Adobe marketing Cloud:

In India, numerous customers ranging from media and entertainment, e-commerce, BFSI and government, have embraced Adobe Marketing Cloud, which integrates eight key offerings together or stand-alone – Adobe Analytics, Adobe Target, Adobe Social, Adobe Media Optimizer, Adobe Campaign, Adobe Experience Manager and the recently added Adobe Primetime and Adobe Audience Manager – which enable businesses to make, manage, measure and monetize their digital spends.

“The universe of internet is vast, and being an e-commerce firm, we have to proactively respond to our fast changing digital requirements. Our partnership with Adobe dates back to the time we started Jabong and the services delivered by Adobe Media Optimizer have allowed us to achieve an extremely sophisticated level of optimization. It helps us stay adept with the latest developments in the digital arena and stays updated with the new feature launches by Google as well as Facebook. It provides robust strategic push to our new product categories and permits us to get the best out of our campaigns. We would love to extend this partnership from strength to strength and continue to deliver excellence to our customers,” said Praveen Sinha, Founder & Managing Director, Jabong.com.

Adobe Experience Manager is a platform to organize, manage, and deliver creative assets and other content across multiple digital marketing channels.

Sterling Holiday Resorts is a pioneer in vacation ownership and a leading leisure hospitality company in India with a network of 21 resorts in the country. Sterling has been studying the digital environment closely to make their digital decisions. “Over 80% of travel or holiday decisions, if not purchase, are taking place online. And mobile is emerging fast, leading to the need to deliver a seamless digital experience across devices and platforms. We studied various solutions in the market for developing an intelligent and responsive, technology and device agnostic website and found Adobe Experience Manager to be ahead of the rest on important parameters”, said Sterling Ramesh Ramanathan, Managing Director Sterling Holiday Resorts.

Pioneers in the online travel industry in India, MakeMyTrip has revolutionized the travel industry over the years. “Adobe Marketing Cloud solutions have assisted MakeMyTrip in consolidating our market leadership by effectively optimizing our paid marketing efforts, helping us understand customer needs and expectations and leveraging that knowledge for cross-sell and up-sell. This has further helped us in delivering personalized experiences to our customers”, said Saujanya Shrivastava, CMO, MakeMyTrip.com.

Adobe Target allows marketers to test and target digital experiences to maximize business results.

Adobe Digital Marketing Forum 2015 is designed with the needs of a digital Indian enterprise in mind. It aims to help in enabling and enthusing leadership in digital operations across marketing, IT, sales, communications and customer services

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