This week I attended the Adobe Summit conference to keep abreast of the latest technologies in use today. Session after session one thing became abundantly clear – if you’re not looking to automate your campaigns and understand the full scope of your marketing funnels, you’ll want to take some time to rethink that game plan.

In this ever-changing landscape personalized targeted content has continued to remain in the forefront of consumer engagement. Throughout the event, the message was unequivocal – your campaigns must resonate with the consumer by providing clear, personalized content, which is scalable, targeted and delivered to all platforms in a timely manner, providing data with measured results.

Throughout the Summit, speakers provided examples of challenges they have personally overcome, but the importance of both partnerships and a correctly structured team was crucial. To ensure success, internal creative and marketing teams must be on the front lines, understanding the consumer strategy while maintaining access to the data analytics. Presenters stressed the importance of the Creative Operations role in bridging the gap through this ever-changing landscape.

It was enlightening to learn how this position has become a focal point in balancing both left and right brain solutions. Finding people who have the ability to jump from creative to technology, while at the same time understanding marketing strategy can only benefit the success of your in-house teams.

As you move toward the optimization of your In-House Creative Agency, the divide between the marketing and creative silos is getting smaller and smaller. The ability to have measured results for your campaigns in real-time will always drive better creative content which, in turn, creates a positive experience for the consumer.

As a long-time user of Adobe products, it was great to see how they continue to remain on the cutting edge, integrating both outstanding creative and workflow applications which expertly use data analytics to close the loop on the whole marketing funnel.

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