On 8 August 2017, over 250 business leaders gathered at the Adobe Experience Forum 2017 to discuss how organisations can transform to become “Experience Businesses”. Adobe also released a new Best of the Best research on website performance across Asia Pacific and Japan. Let’s take a look!
The Adobe Experience Forum 2017
The Adobe Experience Forum 2017 was a whole day event, covering key marketing and advertising technology areas including cross-channel marketing, customer experience, data-driven marketing, and programmatic advertising.
V.R. Srivatsan, Managing Director of Adobe SEA and Scott Rigby, Head of Digital Transformation of Adobe, took some time off to brief us in a more intimate session, covering the two main topics – the new Adobe Best of the Best research findings on website performance, and why it is important for businesses to focus on building an “Experience Business”.
The 2017 Adobe Best of the Best Report
The 2017 Adobe Best of the Best report aggregates anonymous data from approximately 100 billion visits to over 3,000 websites across Asia Pacific and Japan in 2016. In his presentation, Scott Rigby reveals new mobile and desktop usage trends and insights from the report, including overall website engagement and conversion metrics across devices.
Here are some key findings in the 2017 Adobe Best of the Best report :
Southeast Asia (SEA) experienced the largest decrease in time spent on websites – 13% YoY (Year on Year).
At the same time, the SEA region saw a 40% growth in smartphone conversion rates to 0.7%, which still lags the APAC rate of 1.1%.
In SEA, the desktop conversion rates grow 21% YoY, with 25% for the top 20%. This is more than double the conversion rates of smartphones.
The SEA region saw an 18% YoY increase in smartphone traffic to 37%, which still falls below the APAC average of 39%.
Make Experience Your Business
We last heard from Srivatsan in May, when he talked to us about riding the experience business wave. Now, he reinforces the Adobe message that businesses need to focus on go beyond digital transformation to “establish a seamless, end-to-end, digital-to-physical experience for the consumer“.
In other words – businesses need to focus on creating the best customer experience by leveraging on technologies like cloud services, big data and machine intelligence. Adobe naturally provides all these services through the Adobe Experience Cloud, that is made up of Adobe Marketing Cloud, Adobe Analytics Cloud and Adobe Advertising Cloud, as well as Adobe Creative Cloud and Adobe Document Cloud.
Last week, we were invited to an exclusive Adobe briefing on the Experience Business Wave. V.R. Srivatsan, Managing Director, Adobe Southeast Asia, flew in to share with us how Adobe’s three cloud services help organisations transform their businesses to ride the experience business wave.
Riding The Experience Business Wave
This is the age of digital disruption. No enterprise is safe from being made extinct or irrelevant in a moment’s notice. It is no surprise that every enterprise out there is talking about, if not already implementing, some form of digital transformation.
One of the major companies helping these enterprises respond to digital disruption is Adobe. While many of us know them as the creators of content creation software like Photoshop and Premiere, they are more than that. They are now a cloud service provider that also help enterprises change to meet the new digital disruptions.
As Srivatsan explains, the world is now riding on the experience business wave. Organisations now have to do more than just run an efficient business or make great products. They also have to focus on delivering the best experience to their customers. Srivatsan summarises the four key points of a great experience from the perspective of the customer :
Know Me & Respect Me
Speak In One Voice
Make Technology Transparent
Delight Me At Every Turn
The food and beverage industry is an obvious example. Just look at how pizzas are being ordered and delivered. So is the automotive industry. But no industry is safe from this new trend.
The Adobe Experience Cloud
To help these enterprises “ride” the experience business wave, Adobe offers the Adobe Experience Cloud. It consists of three different cloud solutions – Analytics Cloud, Advertising Cloud and Marketing Cloud.
The Adobe Analytics Cloud allows for meaningful measurements of audience analytics, with instant insights. It also offers advertiser analytics and asset insights, as well as automated anomaly detection, contribution analysis and alerts.
The Adobe Advertising Cloud offers enterprises better control of their advertising with cross-channel and cross-device support, as well as tight integration with Adobe Analytics and Audience Manager.
Finally, the Adobe Marketing Cloud enables corporations to manage user experience at scale, with 1-click personalisation and mobile push notifications.
These three Adobe Experience components are all tightly integrated with the Adobe Creative Cloud and Document Cloud services, to allow for easier creation and management of creative content and documents.
April 25, 2017— Ahead of the National Association of Broadcasting (NAB) conference, Adobe (Nasdaq:ADBE) today announced major Adobe Creative Cloud updates to help filmmakers and video producers collaborate and streamline video workflows.
The Creative Cloud updates, available today, delivers new features for graphics and titling, animation, polishing audio and sharing assets; support for the latest video formats, such as HDR, VR, and 4K; new integrations with Adobe Stock; and advanced artificial intelligence capabilities powered by Adobe Sensei. Announced at Adobe Summit 2017, Adobe Experience Cloud also allows brands to deliver connected video experiences across any screen at massive scale, while analyzing performance and monetizing ads.
Technology advancements and exploding consumer demand for impactful and personalized content require video producers to create, deliver and monetize their video assets faster than ever before. From the largest studio to next generation YouTubers, a scalable, end-to-end solution is required to create, collaborate and streamline video workflows with robust analytics and advertising tools to optimize content and drive more value.
Major Adobe Creative Cloud Updates
The new capabilities in Creative Cloud video tools include:
Motion Graphics Templates now bring the power of After Effects to Premiere Pro through easy to use templates, allowing creators to add beautiful titles, animations and lower thirds to their videos and create custom motion graphics templates which can be shared via Creative Cloud Libraries.
Essential Sound Panel in Premiere Pro lets users make audio mixes and sound improvements that in the past would have required a dedicated session by an audio engineer.
Camera Shake Deblur in After Effects rescues unusable footage by reducing motion blur that often occurs with camera shake.
Character Animator (beta) continues to invent the future of live animation with new technology that now animates multiple puppets created in Adobe Photoshop CC or Adobe Illustrator CC, and embraces full body animation with new walk cycles.
Team Projects (beta) allows Creative Cloud for teams or enterprise members to have a secure cloud-first collaborative workflow with new support for Dynamic Link and Adobe Media Encoder to streamline collaboration.
Ambisonic audio in Premiere Pro expands on its best-in-class native support for VR with positionally-aware audio for VR enabled platforms like YouTube and Facebook.
Hundreds of third-party integrations including Apple touch bar support for MacBook Pro and new Microsoft Surface Dial functionality in Premiere Pro with shuttle control in the timeline as well as changing hot float and text values.
Powered by Sensei
Leveraging Adobe Sensei, Adobe’s artificial intelligence and machine learning framework, users can now automatically normalize audio loudness across an entire timeline with a single click in Premiere Pro or Audition. In Character Animator, Sensei applies complex algorithms in real time to ensure a puppet’s lip synch is perfect. Within Adobe Experience Cloud, a video recommendation engine learns from hundreds of billions of online video consumption points to surface for audiences the most relevant content.
Integration with Adobe Stock
Deeply integrated into Creative Cloud workflows, customers have access to millions of Adobe Stock video assets, including 4K and HD, and the ability to search and scrub through video directly in the application. New to this release, editors looking to sell their work can now effortlessly contribute to Adobe Stock through the Destination Publish workflow inside Premiere Pro and Adobe Media Encoder, and reach millions of creative buyers. Adobe’s Destination Publishing already supports the world’s top social video sites, publishing to YouTube, Facebook, Twitter and Behance in one easy step.
Introducing Pond 5 for Adobe Stock
Additionally, Adobe today announced a partnership with Pond5 further expanding the video offering in Adobe Stock. Sourced from an international community of artists across a mix of modern, highly sought after content themes, such as lifestyle, recreation, sports, cinematic and aerial footage, the addition of Pond5 video library willgive video producers and designers access to one of the industry’s largest and fastest-growing collections – all natively integrated into Creative Cloud applications. As part of the Adobe partnership, Pond5’s contributors will also be able to reach an even bigger market of creative buyers.
Integration with Adobe Experience Cloud
As the needs of video creators – from creative agencies to media companies – change to reflect a data-driven future, Adobe Experience Cloud benefits the entire video journey, from delivery, to measurement and monetization across screens.
Through Adobe’s TV Media Management platform, media companies and broadcasters can leverage analytics to give advertisers true audience-based targeting and more accurate forecasting. Adobe Analytics Cloud enables the measurement of performance video content published to social media channels within Premiere Pro and ensures video ads are targeted and forecasted with a high degree of accuracy.
Adobe Advertising Cloud bridges the gap between traditional TV and digital video advertising, streamlining the ad planning and buying process, enabling deeper collaboration with creative agencies through dynamic creative optimization (DCO), and ensuring maximum brand safety for video ads with the most third party integrations in the industry.
Pricing and Availability
The new features for Adobe Creative Cloud announced at NAB are now available with the latest version of CC 2017. The company is offering Adobe Creative Cloud for U.S. $49.99 / RM222 a month.