SALT LAKE CITY — The world of digital marketing is growing by "leaps and bounds," and for several days this week, Utah is the center of its universe. More than 4,500 digital marketers and advertisers from 27 countries have converged on the Salt Palace Convention Center to learn the "latest and greatest" information on the business products sold by technology leader Adobe.
"We'll have customers coming and learning … what's next on the horizon with social or mobile or Big Data," said Matthew Langie, senior director of product and solutions marketing for Adobe's Digital Marketing Business Unit. "They're coming here, learning from all of our experts … on how to take better advantage of the Adobe Solutions so (they) can be more successful."
The annual conference is geared toward Adobe customers who are established users of their business products, Langie explained.
"They are using analytics, targeting products, digital advertising solutions or content management solutions," he said.
Participants can choose from more than 100 breakout sessions on numerous topics. He said there is also a technology lab that allows participants to learn "hands on" how to use new software more effectively.
The weeklong conference also boasts a roster of featured speakers, including executives from Twitter, Federated Media Publishing, Coca-Cola Company and daredevil Felix Baumgartner — who recently jumped to earth from a helium balloon in the stratosphere.
"These are all people that provide the high-level direction (on) where the future is headed," Langie said. "It's great for our customers to hear both the future of what's happening and to be able to apply it with the tools and products and solutions they have from Adobe."
He said the digital marketing segment is a "billion dollar" business for Adobe today, and growing 25 percent to 30 percent annually. The conference is a reflection of what is happening in the marketplace, he added.
"It's all driven by consumers," he said. "Consumers are going online. They want to use Twitter, Facebook, Pinterest, engage in social media, (and) they want products and messaging that is relevant to them."
"All of that requires stuff that we're building here at Adobe," Langie said.
Based in San Jose, Calif., Adobe Systems Inc. was founded in Dec. 1982 by Charles Geschke and former University of Utah researcher John Warnock. The company develops multimedia and creativity software products.
Adobe employs 10,000 people worldwide with reported revenues of $4.2 billion in 2011. The Utah team focuses on product development, sales, marketing, as well as operations for analytics and online business optimization solutions, Langie said.
Adobe recently completed its 38-acre campus in Lehi that is the company's hub for its digital marketing innovation business. Since its 2009 acquisition of Omniture, Adobe has increased its Utah workforce by 56 percent and hosts about 1,000 people at its Utah County base with space available to up to two more similarly sized facilities and a like number of employees in each.
Copyright 2017, Deseret News Publishing Company