Most of you will remember Adobe for their iconic Photoshop, or Lightroom, or for the film makers; the Premier Pro and After effects. They may have been making a name for themselves in that side of the pool; creative tools. Their Creative Cloud product and apps are testaments to their expertise on and dominance over the creative industry. What you may not know though is that they are more than just makers of creative tools. They are one of the few organisations that are in more industries than anything else.
But many do not know that, and that is why Adobe held their third and final leg of Adobe Experience Forum 2017 in Malaysia. This is in fact the first time that Adobe is holding the forum in Malaysia as a sign of their commitment towards the local market. The Adobe Experience Forum 2017 Malaysia also signals the official arrival of Adobe Experience Cloud in the region.
In this Forum, over 250 industry leaders from all over Malaysia gather to discuss how organisations can transform into what Adobe calls an Experience Business. Some of the more prominent attendees that took the stage were representative from GRAB, Hong Leong Bank, Maxis, Taylor’s University, and Blaze Digital. They were discussing how their own organisation approached these transformations that Adobe were touting obviously.
The first ever Adobe Experience Forum keynote highlights the significance of the world of digital marketing in the current world. Delivering the keynote was V.R. Srivatsan who is the Managing Director of Adobe SEA. Alongside him is Scott Rigby, Head of Transformation for Adobe Asia-Pacific. Adobe highlighted as well that digital marketing plays such a big role in our lives now that it is disrupting not just the traditional marketing world, it is disrupting every single industry. Obviously as well, Adobe highlights their capabilities in this field and pointed out their approach to the market. Of course they launched a product in Malaysia as well – the Adobe Experience Cloud which is an integrated solution for professionals in any sort of industry. It includes Adobe Marketing Cloud, Adobe Analytics Cloud, and Adobe Advertising Cloud; all integrated by Adobe’s highly brilliant Sensei.
That’s another thing as well; the full power of Adobe Sensei. It is what we would all consider an Artificial Intelligence that is built into Adobe’s various services; including your run of the mill Photoshop and the rest of the Creative Cloud apps. With the Creative Cloud apps, Sensei comes into a league of its own by studying your work and facilitate your work for you in the future. It provides easy access to you as a frequent user, it opens up more possibilities in creativity and helps accelerate your workflow efficiency. It helps you create a smarter, quicker workflow so that you do not waste your time finding tools to work on your projects; it helps you find your signature.
Within the Adobe Experience Cloud though Adobe Sensei can stretch its legs to its full potential. The machine learning software algorithm does not just identify the behaviour of a single person within the Experience Cloud. It still does, in the sense that it collects data of every single consumer or subscriber. The difference in the Experience Cloud is that Sensei makes sense of data that is collected across thousands, or even millions of an organisations consumers for its primary user. Its principal user not only can decide what to do with the information like finding new niches or strategies to handle the current customers; but take things even further. With the power of Adobe Sensei, as explained and demoed countless times within the Forum day organisations can create strategies at an individual level. Adobe Sensei can even do that for you within seconds if you leave it to do its job. What happens then is the customer’s experience with your organisation change, not on a general level; each customer has a finely tuned and highly tailored experience with the organisation, it becomes a personal relationship. In some ways, we think that it is quite amazing in more ways than one.
The Adobe Experience Forum 2017 is something of a sight that ended with some sneak peek into just what Adobe Experience Cloud with the full power of Adobe Sensei can do. Well, as we have mentioned before; there was Hartih Iskander to fill the hall with laughter. The definite highlight of the sneak peek was Adobe Sensei’s integration with Alexa, Amazon’s trusty voice activated assistant. With some technical quirkiness from the internet connection, the demo turned to be a light-hearted one. At the same time though it showed the audience how much Adobe has invested into transforming the landscape of digital marketing.
Of course the whole Adobe Experience Forum has been more about delivering key insights in the South East Asian marketing platforms and trends. In fact the forum highlighted plenty of statistics that came from all around Asia-Pacific region. With the Forum as well Adobe looks to not just secure their place in Malaysia; but it looks to educate its clients, both new and existing ones. Adobe is looking to transform industries in Malaysia and the Experience Forum 2017 in Kuala Lumpur is their gateway. More photos and press releases from the event after the break.
Adobe Experience Forum: Empowering brands across Southeast Asia to become Experience Businesses
New Adobe research reveals a widening gap between the top performing websites and the rest in Southeast Asia.
MALAYSIA — 8 August, 2017 — Adobe Experience Forum 2017 is underway in Malaysia with over 250 business leaders gathered to discuss how their organizations can transform to become Experience Businesses. At the Forum, Adobe also released new research examining average website performance versus the top 20% across Asia Pacific (APAC).
Today’s Malaysia event is the final in a series of three Adobe Experience Forums taking place across Southeast Asia. Along with earlier events in Thailand and Singapore, over 1,000 business leaders will have attended the three Forums. In Kuala Lumpur today, brands including Grab, Hong Leong Bank, Maxis, Taylor’s University, and Blaze Digital will take the stage, while top sponsors include Amazon Web Services, Mirum, and VML.
Adobe’s Best of the Best research has found that despite falling desktop traffic across APAC, Southeast Asia (SEA) businesses are still driving consumer purchases largely via desktop, vs smartphone. Findings of the research are based on aggregated and anonymous data from 100 billion visits to 3,000+ websites across the region including India, Australia, New Zealand, Korea, Hong Kong, Japan and the United States.
The report found that SEA experienced the largest decrease in time spent on websites at 13%, while at the same time SEA saw 40% growth in smartphone conversion rates. This highlights an evolution in the way consumers are engaging with brands, as attention spans shorten and network connection speeds improve across the region.
The top 20% performing websites in SEA saw the biggest decrease in desktop traffic in favor of smartphone interactions, however, SEA’s ‘average’ websites saw the lowest decrease (-6%). This highlights the widening gap between the best and the average websites, with the best, or top 20%, achieving 57% more conversions on smartphones than the competition.
Despite declining desktop traffic and a corresponding increase in smartphone traffic in SEA, desktop conversion rates also grew YoY (average +21%; BoB +25%) and were still more than double the conversion rates of smartphones. This suggests that even as SEA consumers are browsing more on their smartphones, they are still purchasing via desktop.
“While consumers in SEA are still making their purchases largely on the desktop, brands should not ignore the rise of smartphones that will fast overtake desktops,” said Scott Rigby, Head of Digital Transformation, Adobe.
“SEA’s smartphone conversions have grown incredibly over the past year, but are still falling behind all other countries measured, with significant room for improvements. Brands need to adapt quickly to this change in the way consumers are engaging on the web, to make gains for the decreased time spent and stickiness seen across almost every industry.
“Organizations that are overly dependent on desktop traffic, and not optimizing on smartphones, may find themselves at risk of becoming obsolete as smartphone share of visits continues to multiply.”
Other key findings in the Adobe Best of the Best Report include:
- SEA experienced an 18% YoY increase for smartphone traffic to 37% but still falls below the APAC average of 39%
- SEA saw a 40% YoY increase in smartphone conversion rates to 0.7% but still lags the APAC average rate of 1.1%
- Smartphone repeat visit rate decreased for both the Top 20 and average performers in SEA, indicating consumers are less likely to return to a website in the same month than in 2015.
About Adobe Digital Insights
Adobe Digital Insights (ADI) publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous and aggregated data from more than 5,000 companies worldwide that use the Adobe Experience Cloud to obtain real-time data and analysis of activity on websites, social, media and advertising.
Adobe Partners with Ministry of Tourism, Republic of Indonesia, to Meet Growing Visitor Demand
The ministry leverages Adobe Experience Cloud to promote Indonesia as a destination of choice.
[MALAYSIA — 8 August 2017] — Ministry of Tourism (MoT), Republic of Indonesia, has partnered with Adobe to elevate the country’s tourism industry and deliver exceptional experiences for visitors. By leveraging Adobe Experience Cloud, the ministry aims to broaden its reach, connect with travelers better, and improve its competitiveness in the region. Adobe Experience Cloud is the leading platform for digital marketing and will help the ministry achieve key objectives that will further raise Indonesia’s profile as a destination of choice.
The partnership rides on the rising tide of Indonesian tourism, and MoT aims to capitalize on this growth. In 2016, the country registered 12 million foreign tourist arrivals—a 15.5 percent increase from the year before. This year, the ministry expects 15 million foreign visitors and projects 20 million by 2019.
“Indonesia is a wonderful destination with so much to offer. We are known for our magnificent islands, pristine beaches and traditional cultures, yet there is so much more to be discovered. It is important for us to reinvent the way we tell our stories, and continually promote new destinations and activities to our audiences coming from all parts of the world, and Adobe has shown us just how that can be done. The partnership with Adobe will help us connect with our visitors more effectively, better understand their preferences, and be able to customize the experience for them accordingly,” said Mr. Arief Yahya, Minister of Tourism, Republic of Indonesia.
In line with the ministry’s “Go Digital” theme for 2017, Adobe’s cloud platform will help drive its digital transformation strategy and connect with today’s digital-savvy travelers. One of the critical tools that will help ensure success is Livefyre, part of Adobe Experience Manager. Livefyre will allow the ministry to tap into the power of user-generated content, with the ability to sieve through billions of social posts created by tourists every day, for a constant fresh flow of authentic tourist experiences to share with global audiences. In parallel, Adobe Analytics will provide in-depth analysis of web traffic and visitors to offer insights for targeting and attracting new visitors.
Another strategic initiative is to strengthen the ministry’s network and reach by establishing an alliance with major airlines. By partnering with Adobe, not only does the ministry gain access to Adobe’s network of airline partners, it also puts itself on the common Adobe Experience Cloud platform that will better facilitate future exchanges of customer segment data between the alliance members. Adobe Audience Manager, on the other hand, will also help identify valuable customer segments to create targeted tourism campaigns. In the first year of the partnership, the ministry aims to sign on 10 airlines partners, including Garuda Indonesia, and Air Asia for a start.
“Travelers now expect much more from the destinations they visit. Thanks to the power of the Internet and social media, consumers are empowered with more information than ever before, and with that, an appetite for more personalized experiences. Today, digital experiences are as important as physical ones, and it’s imperative to make sure it is seamless across all touchpoints. The tourism industry must evolve by offering fresh, targeted content to a wider segmentation of audience, in shorter turnaround times, and Adobe is excited to be working with the Indonesian Ministry of Tourism in this landmark effort to ensure every tourist visiting Indonesia gets the best possible experience,” said Tony Katsabaris, APAC Managing Director of Public Sector for Adobe.
About Adobe Experience Cloud
Adobe Experience Cloud is a comprehensive set of cloud services designed to give enterprises everything needed to deliver exceptional customer experiences. Comprised of Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud, Experience Cloud is built on the Adobe Cloud Platform and integrated with Adobe Creative Cloud and Document Cloud. Leveraging Adobe Sensei’s machine learning and artificial intelligence capabilities, Adobe Experience Cloud combines world-class solutions, a complete extensive platform, comprehensive data and content systems, and a robust partner ecosystem that offer an unmatched expertise in experience delivery.