Who knows what the future will bring? We might not have a philosophical answer to this question, but the Adobe Summit in London from 10 – 11 May 2017 at least shed some light on the future of digital marketing. The creme de la creme of the international marketing and IT scene were all present at the summit, and confirmed that answering this question is the key to the digital future.

Digital change took center stage at the Adobe Summit EMEA 2017, alongside personalized customer experience (EXPERIENCE BUSINESS). And even in times of digital transformation, we can’t conjure up an effective experience simply by reeling off specialist terms – so we wanted to try something a little different and show, not tell, what’s going on. Visitors to our stand got a first-hand experience of where the digital revolution is leading us.

Football-playing robots controlled via an app are no longer just the province of obsessive Japanese tech fans. At the Prime Force trade fair stand, they were also the basis for our playful demonstration of developments in MOBILE APP DEVELOPMENT, INTERNET OF THINGS (IOT) AND CONNECTED CARS.

The smart mini-robots, known as Cozmos, were originally designed as stacking robots, but at our stand, they were in demand for their goal-scoring abilities– which was our incentive to PERSONALIZE THE CUSTOMER EXPERIENCE

Using an app specially developed for the summit by Prime Force to control the adaptive robots, visitors to our stand were able to experience thrilling encounters and a way of playing that was new even for the football pros. The little all-rounders didn’t just follow orders; they were also intelligent enough to make their own decisions, which led to some unexpected moves and an added layer of excitement right up to the final whistle.

And for those of us for whom ‘Italia 90’ is more than just a Wikipedia entry for the 1990 World Cup, who don’t confuse Salvatore Schillaci with the Italian who lives upstairs, and who know that Tipp Kick is a game and not something to do with online betting, there was more than a little bit of a retro atmosphere!

Stijn Bossink, Team Leader at Shimano Europe B.V. in Eindhoven (Netherlands), polished off his opponent in style and later took home a personal memento by winning the retro Tipp Kick game in the prize draw.

It felt as if it was all over before it had begun. And what are we left with from the Adobe Summit EMEA 2017? Along with many exciting glimpses into the future of DIGITAL MARKETING, we’ll also remember the incredible conversations we had with the visitors to our stand – not only during the fair, but also during the late nights at the hotel bar ;-). Our visitors were entertained by our experience crew in an array of languages including Swedish, Polish and Serbian, once again emphasizing that personalization is crucial not just on a technical, but also on a personal level. After all, languages connect people. The fact that we (still) don’t have an office in the UK, where the summit took place, was something that even our best rhetoricians couldn’t argue away. But that day may yet come. One thing’s for sure: we’re working on it!