Adobe Chats: The Debunk

Mythbusting the biggest digital, marketing and commerce myths

Join us as we look at some of the hottest topics and trends in the industry. Are things like “Personalisation” and “Data-driven” all hype and buzzword, or are they essential principles to live by?

We have created 5 episodes that will bust a myth. The session is chaired by an industry leader, who’ll be joined by three experts in their fields.

The Debunk episodes are all around 20 minutes long – perfect for lunchtime viewing.

The 5 episodes are debunking the following myths:

1. Myth: Customers always want more personalisation
2. Myth: Data should inform every business decision
3. Myth: Customers only care about price
4. Myth: Has the high street changed forever?
5. Myth: Email is dead

Learn more and register now for your sessions:

Myth: Customers always want more personalisation

Host:
Ben Davis, Editor of Econsultancy

Guests:
Scott Morrison FRSA, Founder of The Boom
Brian Green, Head of Commercial, EMEA, Adobe
Peter Weinberg, Global Lead, The B2B Institute at LinkedIn

Personalisation is fast becoming the standard when it comes to retail. Tailored and individualised everything, from marketing to website design, is on the rise, and brands say they’d love to invest more in it – but why? Does it actually achieve the results that businesses think it does? Is it worth spending the time and money to develop customer relationships in this way? Discover what happens when personalisation goes right – and very badly wrong.

Myth: Data should inform every business decision

Host:
Phil Wainewright, Editor at Diginomica

Guests:
Hervé Schnegg, Principal Data Scientist at Station 10
Steve Allison, Senior Manager – Strategic Marketing EMEA, Audience & Data Technologies at Adobe
Toni Sekinah, freelance data and tech journalist, formerly at Data IQ

It sounds great to say a business decision was “data-driven”, but when is data not good enough – and when should you be listening to common sense instead? Brands are becoming increasingly reliant on data as a good indicator of what to do next and what to avoid, but it’s possible to go too far. Are you making the most of the data you have, or is the real path to success getting muddled somewhere along the line?

Myth: Customers only care about price

Host:
Jamie Brighton, Product & Industry Marketing EMEA at Adobe

Guests:
Rory Sutherland, Vice Chairman at Ogilvy
Marie Uhart, senior international marketing manager at Boden
Hayley Meenan-Wilkin - Web Trading Management at Ocado.com

It is easy to focus on price, discounts and free services. But when purchasing a product, consumers do more than simply seek the cheapest option. So, what really matters most: price or customer experience? The answer might surprise you. Discover what makes customers tick when they’re just a click away from making a purchase, and what top businesses are doing now to improve the way they interact with shoppers beyond cost.

Myth: Has the high street changed forever?

Host:
Andy Mulcahy, Strategy & Insight at IMRG

Guests:
Simon Hathaway, Managing Director, EMEA at Outform
Peter Sheldon, Senior Director Commerce Strategy, Adobe
Katy Hilditch, Global Marketing Director at Nando's Grocery International Limited

We’ve been hearing about “the death of the high street” for years – constantly in the press and unfortunately sometimes witnessed in real life. And the events of 2020 have continued to challenge and alter the world of brick and mortar retail. Is there still a place for physical stores or should retailers go 100% digital?

Myth: Email is dead

Host:
Joel Harrison, Editor-in-Chief at B2B Marketing

Guests:
Chris Manns, CMO at Webeo
Gareth Case, CMO at Redstor
Peter Bell, Commercial Marketing Director EMEA at Adobe

With communication constantly changing, is email dying – or simply just evolving? Email is far from over and is still one of the best digital marketing tools we have but when was the last time you received a message from a brand that truly caused a reaction? As inboxes become fuller by the day, it’s more important than ever for your emails to make an impact. But how should you go about tackling this to generate results?