In this exclusive interview with Adobe SVP and CMO, Ann Lewnes, we ask the marketing leader about how she's overhauling the marketing function in the age of digital marketing, what owning customer engagement means to a CMO, why marketing and product are inextricably linked, and how she's using data to be the ultimate modern marketer.

By 2019, video is set to command an estimated of 80 per cent of all Internet traffic. To leverage this proliferation of video consumption, Adobe is integrating a new shoppable video platform in a bid to enhance the next generation in digital consumer interaction.

Most enterprise technology eventually converges into a suite, as it did with ERP. Integration hassles, management headaches and training challenges arising from a mishmash of best-of-breed solutions drive frustrated enterprise software buyers to the suite life -- but not in marketing tech, at least not yet.

People not in the branding business don't see much difference between advertising and marketing. As new-age advertising technology, or adtech, and marketing technology, or martech, logically merge, what's the problem? For advertising agencies, which have been on the frontline of branding since the late 18th century, a lot is at stake.

Nissan has deployed Adobe’s Marketing Cloud platform globally in a bid to deliver a unified and more cost-effective digital marketing strategy around its Renault-Nissan Alliance.

The operational upheaval required to personalise customer experiences took centre stage at this year’s Adobe Summit as Lenovo, Thomson Reuters and Baxter discussed how they’re tackling digital change.

Marketing’s emerging role as business change agent has been the headline subject of this year’s Adobe Summit. But while there are examples of marketing teams transforming how their organisations go to market, it’s equally clear that digitally-driven marketing is still in its early stages for many in the fraternity.

Adobe has signed two new global services partnerships aimed at improving consultancy services around its Marketing Cloud platform.

Marketing is no longer limited to positioning products and services and has extended to product creation, innovation and the experience customers have of your offering.

iBeacons and geotargeting are becoming mainstream tools for marketers, according to the latest Adobe Mobile Benchmark Report.

The University of Sydney is rolling out Adobe’s Marketing Cloud platform in a bid to ramp up its digital interactions with prospective and current students, staff and alumni.

Add Tibco to the list of vendors pushing a full stack of so-called "customer engagement" software, which companies use to track and analyze consumer behavior in hopes of building deeper relationships with them and ultimately, selling more products and services.

New research from Adobe’s Digital Index team is showing Australia’s top digital marketers increasing their lead on the rest of the industry and seeing higher customer conversions as a result.

Digital projects are not just about new delivering new technology capabilities, they also require a rethink around how people collaborate, assess risk and embrace change.

Adobe’s transition to a digital-led marketing team was not only about technology innovation but also a transformation of organisational processes, data unification and an array of new people skills.

Leading Australian CMOs and CIOs joined CMO and CIO magazines and ADMA for our first joint roundtable to discuss the issues around becoming a customer-centric organisation in Sydney on 22 May. The event was sponsored by Adobe.

SAP is scooping up SeeWhy, maker of real-time targeted marketing software, in a bid to flesh out the omni-channel commerce platform it gained through last year's acquisition of Hybris.

The CIO is a key partner for CMOs when comes to making the transition to a world where digital lies at the heart of every customer interaction, claims the CMO of US-based make-up brand, Sephora.

Marketers are in prime position to break down organisational barriers and lead the transformation to customer-centric, real-time enterprise necessitated by digital disruption, Adobe’s digital leader claims.

SAP has struck a partnership to resell Adobe’s marketing technology platform in an effort to tackle the needs of both CMO and CIO for more data-driven, real-time customer management solutions.

Adobe has unveiled a raft of new personalisation and mobile management features across its Marketing Cloud solutions stack, along with better cross-platform integration, in a bid to shore up its position as an all-in-one marketing technology provider.