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Marketing mandates

Shantanu Narayen, president & CEO, Adobe Systems

Shantanu Narayen, president & CEO of Adobe Systems explains why in today’s fast paced market scenario, a company has to think digital first for all its business strategies. The best part of my job is hitting the road to hear about what’s on the minds of our customers, partners and employees.  In the past two months I’ve clocked more than 34,000 air miles doing just that.   From the Consumer Electronics Show in Las Vegas to the World Economic Forum in Davos, from London to Sydney to New York, Digital Marketing has been on the mind of every CEO I meet. It has definitely gone broadly into the mainstream and into the boardroom, well beyond the confines of the web team.

Most recently, we had three terrific days in Utah at the annual Adobe Digital Marketing Summit where 5,000 people gathered to hear about the latest innovations in digital marketing solutions. Every company needs to become a digital-first organization and I spoke about the three marketing mandates that I believe all companies need to focus on:

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