Adobe believes in creating digital experiences for its customers

Sunder Madakshira
Head of Marketing
Adobe India

Brand Positioning vs. Marketing Tactics 

Customer experience has become the primary differentiator for brands in this age of Experience Business. Brands must create highly personalized, engaging experiences at every digital touch point across the customer journey. We believe our brand position underpins the breadth and value of our capabilities that help brands deliver on customer expectations.

Data behind a Good Brand Strategy

As markets advance into the experience era, brands are turning to hard data to understand their customers better. Creating a 360-degree view of customer requires the ability to integrate different sources and types of data on a single platform.  Understanding data related to customers should be an essential part of every company’s digital strategy. 

Data forms the core of almost every integral idea driven by Adobe. Although at times many organizations may feel that its cumbersome to ensure that customer data collection meets the highest levels of quality, but it is also the best guiding light towards understanding the customer in a better way and aligning solutions/ products accordingly. We believe in consolidating inputs that provide deep insight and allow our customers to make the best business decisions. 

Keeping in mind the rapid evolution of digital marketing, the ability to effectively target consumers is the ultimate objective and this cannot be possible without the right set of data guiding the messaging and helping target the right audience. At Adobe, we believe in creating experiences and not just products for our customers. This becomes plausible only when we are backed by the accurate data. With accurate data, brands can leverage what they know about its users to improve both customer experiences and engagement Adobe believes in integrating what you know about your customers to fine-tune your marketing and create better customer experiences.

R&D driving Growth

India is an important innovation hub for Adobe and over time a lot of the company’s products have been developed in its Indian R&D centers. Adobe’s R&D is focused on developing product innovations that help businesses drive digital transformation and deliver amazing experiences for their customers. Adobe recently announced that it would set up an advanced artificial intelligence (AI) lab in Hyderabad to foster innovation. We are also reskilling our R&D engineers to help them be on top of the next wave of technology that includes AI and machine learning (ML). One of the key differentiators contributing to Adobe’s success is the top-of-the-line intellectual property created by R&D, including Sensei, a unified artificial intelligence and machine learning framework which aims to provide more insights into customer data to improve their outputs.