THE 2022
MARKETING SUMMIT

In this talk John Copeland, VP in Adobe’s Digital Strategy Group, walked through recent research results on some of the most important capabilities and practices of companies getting more out of personalizing their customers’ digital experiences. Areas covered included: data strategy and activation, scaling efficient content creation, and orchestrating customer journeys.

Geographies have brands just like products. The brand of a geography has economic implications. Ranking of the top 85 countries in terms of how their brand contributes to their economies.

Oscar took us through an exploration of global human and economic shifts and trends. The session outlined related implications for Marketing, providing context for sessions throughout the rest of the day.

Chris Moorman has been studying marketing leaders for 14 years through Duke’s/the CMO Survey. This survey has allowed universities and companies to predict the future of markets, track marketing excellence and improve the value of marketing. One reason the CMO survey was started was because “marketing leaders are often not interviewed by the press or investors for their views on critical marketplace trends or company marketing activities.” This discussion brought the survey to life. Chris covered some of the key learnings from the most recent survey and our panel of Marketing Leaders offered their insights on the topics.

P&G’s Business models and Brand building are centered around the consumers they serve. Today, P&G has the ability to understand consumers better than ever, proven when we bring together Human + Data + Technology. This enables them to create consumer experiences – through brand and product innovations – that are superior, enabling P&G to be a force for growth and a force for good. Insights are about humans and observing, listening and being with consumers is indispensable. Increasingly they are leveraging the power of Data & Technology to enable this at scale – all in service to creating superior brand experiences for the 5 billion consumers P&G serves every day.

Social commerce is a consumer experience on a social platform that blends the point of inspiration with the point of purchase. In 2021, the global social commerce was $585B, and is expected to hit $1 Trillion by 2024*. Social commerce reimagines a rapidly evolving consumer retail experience in a social and soon-to-be unlimited reality environment by:

•  Leveraging creators, content, and communities to nudge consumers towards a particular shopping mindset

•  Using deep consumer insights to drive engagement, impulse, and purchase

•  Creating a seamless shopping experience for the consumer

This session explored the ecosystem players & platforms, global trends, and heard from our Panel of experts of both success and challenges brands and creators undertake in driving the creator economy.