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Adobe Symposium 2018: Content is a part of the product itself

Brand custodians and representatives from Adobe spoke about how creative agility can be managed without compromising brand consistency to deliver outstanding experiences at a brisk pace across all channels and devices

What is content velocity? Surely is it not about speed. According to Amit Sharma, SVP & Head, Digital Marketing and E-commerce, Max Life Insurance, the difference between speed and velocity is the direction. Therefore, content velocity essentially is about content which you gets you some place and gets you there fast.

Sharma was speaking at the Adobe Symposium 2018 and he, along with Sachin Kaura, Senior Solutions Consultant, Experience Cloud, Adobe and Manish Shah, Sr VP, Mobile and Internet Banking, Kotak Mahindra Bank, shed some light on how creative agility can be managed without compromising brand consistency to deliver outstanding experiences at a brisk pace across all channels and devices.

“90-92% of life insurance in India is still sold through an intermediary and therefore when you try to bring in digital experiences in an intermediary-led ecosystem, how humans get persuaded needed to be examined very closely. So we concentrated on creating digital experiences that managed solved problems faced by the customers,” said Sharma.

According to Shah, it is about time that people started considering content to be a part of the product itself.

“With so much content being used by the world, we must consider content as a part of the product itself. The pressure on creating content is only going to increase in the future.”

Sharma also spoke about the importance of local content and content in local languages.

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