Adobe Marketing podcast: 'The New Era of Marketing Magic'

It explores how brands need to relinquish control to deliver an authentic consumer experience at a time when consumers are fast becoming “architects of their own environment”.

At a time when many marketers may only just be starting to wake up to the potential of the internet of things in how they engage their customers, the podcast points out that brands must in fact be looking to its next iteration.

With the huge growth of connected devices, from watches to clothing, it warns that marketers wishing to deliver customer value must move their focus from the ‘internet of things’ to ‘the internet of me’.

The podcast also digs into the impact of biometric data in helping brands “communicate as friends” with their customers and explores how the next steps in the era of marketing magic will include being able to tap the subconscious of customers.

Other key trends and techniques in the podcast include Thermal imaging and Functional Near-Infrared Spectroscopy technologies; and the need to Connect to the Good.

The key message listeners will gain from this podcast is the need to prepare for a radically different future and move beyond their current definition of marketing by following five core strategies to thrive in this new era:

1. Foster a culture of content – mine goldmines of content across, and outside, your organisation
2. Be transparent – today’s consumers demand honest, unambiguous communications
3. Work across your teams - create content and campaigns across all divisions
4. Create a test and learn culture – align your marketing team with forward-thinking technologists
5. Plan and priorities your digital investments – test campaigns to make decisions

The podcast provides a wealth of case studies and research to illustrate the incredible benefits to brands of using mobile, content and optimisation techniques to create truly engaging, personal, and holistic consumer experiences across every platform.