{"id":72376,"date":"2022-11-16T08:29:07","date_gmt":"2022-11-16T07:29:07","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=72376"},"modified":"2022-11-16T08:51:19","modified_gmt":"2022-11-16T07:51:19","slug":"transformation-digitale-d-adobe","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2022\/11\/16\/transformation-digitale-d-adobe\/","title":{"rendered":"Transformation digitale d&rsquo;Adobe : la d\u00e9monstration par l&rsquo;exemple"},"content":{"rendered":"<p><i>Parler de transformation digitale c\u2019est bien, mais se transformer soi-m\u00eame en montrant l\u2019exemple, c\u2019est beaucoup mieux. Voici ce qui m\u2019est venu \u00e0 l\u2019esprit en \u00e9coutant la pr\u00e9sentation d\u2019<\/i><a style=\"font-style: italic;\" href=\"https:\/\/www.linkedin.com\/in\/obinisti\/\" target=\"_blank\" rel=\"noopener\">Olivier Binisti<\/a><i>, manager Digital Strategy Group chez Adobe, lors de l\u2019\u00e9v\u00e9nement <\/i><a style=\"font-style: italic;\" href=\"https:\/\/business.adobe.com\/events\/experience-makers-live.html\" target=\"_blank\" rel=\"noopener\">Adobe Experience Makers\u00a02022<\/a><i>, dont nous \u00e9tions partenaires (#transparence). Retour en chiffres sur un parcours sans faute depuis 10\u00a0ans.<\/i><\/p>\n<h2>Transformation digitale d\u2019Adobe\u00a0: la d\u00e9monstration par l\u2019exemple<\/h2>\n<figure id=\"attachment_72423\" aria-describedby=\"caption-attachment-72423\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-72423\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/transformation-adobe-cover.jpg\" alt=\"Transformation digitale Adobe\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/transformation-adobe-cover.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/transformation-adobe-cover-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-72423\" class=\"wp-caption-text\">Olivier Binisti nous a entretenus de la transformation digitale Adobe lors d\u2019une interview enregistr\u00e9e lors de la conf\u00e9rence Adobe Experience Makers\u00a02022<\/figcaption><\/figure>\n<p>Il y a 10\u00a0ans, Adobe r\u00e9alisait 4,4\u00a0milliards de dollars de chiffre d\u2019affaires, employait 7 \u00e0 8000\u00a0personnes, faisait environ 200\u00a0millions de dollars de revenus sur Adobe.com, et la valeur de son action \u00e9tait \u00e0 32\u00a0$ avec une capitalisation boursi\u00e8re de 14\u00a0milliards.<\/p>\n<blockquote class=\"quote-light\"><p>10\u00a0ans plus tard, Adobe r\u00e9alise 16\u00a0milliards de dollars de chiffre d\u2019affaires, soit quatre fois plus, et la valeur de son action a d\u00e9cupl\u00e9<!--more--><\/p><\/blockquote>\n<p><strong>Adobe est aujourd\u2019hui le deuxi\u00e8me plus gros \u00e9diteur de logiciels par sa capitalisation boursi\u00e8re, derri\u00e8re Microsoft, mais devant SAP et Oracle.<\/strong><\/p>\n<figure id=\"attachment_72018\" aria-describedby=\"caption-attachment-72018\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-72018 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/stereotypes-cx-new.png\" alt=\"St\u00e9r\u00e9otypes exp\u00e9rience client\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/stereotypes-cx-new.png 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/stereotypes-cx-new-459x300.png 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-72018\" class=\"wp-caption-text\">Le visuel de l\u2019\u00e9v\u00e9nement Adobe Experience Makers o\u00f9 Olivier Binisti nous a entretenus de la transformation digitale d\u2019Adobe<\/figcaption><\/figure>\n<h3>Un changement de business mod\u00e8le extraordinaire<\/h3>\n<p>\u00ab\u2009Il y a 12\u00a0ans, Adobe proposait Photoshop sur CD, que nous achetions \u00e0 la FNAC, o\u00f9 que nous recevions par la poste\u2009\u00bb, explique Olivier.<\/p>\n<p>L\u2019\u00e9diteur a senti que ce mod\u00e8le allait dispara\u00eetre, et a pressenti l\u2019arriv\u00e9e du <a href=\"https:\/\/visionarymarketing.com\/fr\/2021\/11\/ia-cloud\/\">cloud computing<\/a>.<\/p>\n<p>Il a d\u00e8s lors envisag\u00e9 deux choses\u00a0:<\/p>\n<ul>\n<li>Comprendre ce que les clients faisaient de leurs outils de cr\u00e9ation\u00a0: des sites Web, des applications<\/li>\n<li>Les accompagner dans cette transformation. L\u2019enjeu a \u00e9t\u00e9 d\u2019acheter des entreprises permettant \u00e0 Adobe de se perfectionner sur le cloud, de proposer des services qui allaient permettre \u00e0 ces m\u00eames clients d\u2019\u00e9crire des contenus, de les diffuser. Donc un content management system, des outils pour capter de la data et faire des exp\u00e9riences Web.<\/li>\n<\/ul>\n<p>Ce changement a \u00e9t\u00e9 initi\u00e9 en 2008-2009. En 2011, le business mod\u00e8le a \u00e9t\u00e9 totalement transform\u00e9. Adobe est pass\u00e9 du mod\u00e8le de licences avec des bo\u00eetes au mod\u00e8le par abonnement.<\/p>\n<p>La transformation a \u00e9t\u00e9 \u00e9norme en interne ainsi que pour les clients, qu\u2019il a fallu accompagner. Cette transformation a mis plusieurs ann\u00e9es.<\/p>\n<p>Adobe utilise pour cela ses propres solutions. Ils sont le premier client de leurs propres solutions, pour vendre en ligne, pour conna\u00eetre les clients, pour mieux entrer en relation avec eux.<\/p>\n<p><iframe title=\"[Fr]\u00a0La transformation digitale d&#039;Adobe\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KVfmvn8CKBs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Transformation digitale d\u2019Adobe\u00a0: 5\u00a0milliards\u00a0de $ sur le Web<\/h3>\n<p><strong>Adobe g\u00e8re 970\u00a0millions de profils<\/strong>\u00a0identifi\u00e9s en ligne, qui viennent sur le site au fil de l\u2019ann\u00e9e. Ce sont principalement des entreprises, des ind\u00e9pendants et\u00a0des free-lances.<\/p>\n<p>L\u2019enjeu il y a 10\u00a0ans \u00e9tait de les convertir au cloud. Il s\u2019agit de personnalisation en masse \u00e0 l\u2019\u00e9chelle.<\/p>\n<p>L\u2019entreprise utilise ses propres outils digitaux (sa <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/12\/cdp-donnees-clients\/\">CDP<\/a> en particulier) pour mieux servir ses clients de mani\u00e8re personnalis\u00e9e.<\/p>\n<p>\u00ab\u2009Prenons par exemple un client qui va se connecter avec son portable, sa tablette, son ordinateur. Nous regroupons tous ces terminaux pour conna\u00eetre la personne et pour engager la conversation et communiquer avec lui \u00e0 travers le bon canal, avec le bon terminal et afficher les bons messages\u2009\u00bb, nous explique Olivier Binisti.<\/p>\n<h3>Un tracking \u00e9thique \u00e0 base de <a href=\"https:\/\/visionarymarketing.com\/fr\/2022\/10\/first-party-data\/\">first-party data<\/a><\/h3>\n<p>Il y a deux \u00e9l\u00e9ments critiques qu\u2019Adobe prend en compte\u00a0:<\/p>\n<ol>\n<li>Le <strong>consentement<\/strong>\u00a0: \u00ab\u2009nous faisons de l\u2019opt-in, nos clients acceptent d\u2019\u00eatre suivis\u2009\u00bb nous explique Olivier<\/li>\n<li>Le <strong>b\u00e9n\u00e9fice client<\/strong>\u00a0: \u00ab\u2009nous nous servons de ces outils pour aider nos clients, les accompagner et les amener \u00e0 mieux utiliser nos produits\u2009\u00bb ajoute-t-il.<\/li>\n<\/ol>\n<blockquote class=\"quote-light\"><p>La donn\u00e9e pour la donn\u00e9e ne sert \u00e0 rien. Notre enjeu est de s\u2019en servir de mani\u00e8re proactive pour proposer des tutoriels, des formations utiles pour que nos clients soient satisfaits et en aient pour leur agent. C\u2019est ce qui fera qu\u2019ils continueront \u00e0 utiliser nos solutions.<\/p><\/blockquote>\n<h3>Que fait Adobe pour \u00eatre plus sobre d\u2019un point de vue num\u00e9rique\u2009?<\/h3>\n<p>La conf\u00e9rence Adobe Experience Makers Paris\u00a02022 n\u2019a pas fait que chanter les louanges du tout digital. J\u2019ai donc pos\u00e9 la question \u00e0 Olivier de savoir ce que l\u2019\u00e9diteur am\u00e9ricain faisait r\u00e9ellement pour promouvoir la sobri\u00e9t\u00e9 num\u00e9rique.<\/p>\n<p>\u00ab\u2009Le point essentiel est de former les \u00e9quipes, s\u2019assurer que tous comprennent les impacts de nos m\u00e9tiers\u2009\u00bb, a-t-il r\u00e9pondu.<\/p>\n<blockquote class=\"quote-light\"><p>Nous devons \u00e9viter de d\u00e9velopper pour le plaisir de d\u00e9velopper que nous ne poussons pas les donn\u00e9es pour pousser les donn\u00e9es, et d\u2019\u00eatre efficace par rapport aux usages que nous avons des solutions. Surtout, nous devons \u00eatre plus sobres dans nos usages<\/p><\/blockquote>\n<p>Nous sommes dans une interaction avec les clients. Le digital va moins polluer que les d\u00e9placements.<\/p>\n<p>Nous avons r\u00e9duit les d\u00e9placements afin d\u2019am\u00e9liorer notre impact carbone et avons utilis\u00e9 nos propres outils pour communiquer avec nos clients, avec nos partenaires, et entre coll\u00e8gues.<\/p>\n<p>C\u2019est une transformation d\u2019\u00e9tat d\u2019esprit. Nous devons faire prendre conscience \u00e0 chacun que nous sommes des employ\u00e9s, des marketeurs, mais surtout des citoyens. Nous devons nous assurer d\u2019\u00eatre de \u00ab\u2009bons anc\u00eatres\u2009\u00bb, comme l\u2019a expliqu\u00e9 <a href=\"https:\/\/www.linkedin.com\/posts\/inesleonarduzzi_le-num\u00e9rique-responsable-socle-dun-futur-activity-6957610691289571328-BVES\/?trk=public_profile_like_view&amp;originalSubdomain=fr\" target=\"_blank\" rel=\"noopener\">In\u00e8s Leonarduzzi<\/a>, et laisser la plan\u00e8te en meilleur \u00e9tat que nous l\u2019avons trouv\u00e9e.<\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Transformation digitale d&amp;rsquo;Adobe : la d\u00e9monstration par l&amp;rsquo;exemple\" \/><meta itemprop=\"uploadDate\" content=\"2022-11-16T08:29:07+01:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT11M56S\" \/><meta itemprop=\"description\" content=\"Parler de transformation digitale c\u2019est bien, mais se transformer soi-m\u00eame en montrant l\u2019exemple, c\u2019est beaucoup mieux. 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Voici ce qui m\u2019est venu \u00e0 l\u2019esprit en \u00e9coutant la pr\u00e9sentation d\u2019Olivier Binisti, manager Digital Strategy Group chez Adobe, lors de l\u2019\u00e9v\u00e9nement Adobe Experience Makers\u00a02022, dont nous \u00e9tions partenaires (#transparence). Retour en chiffres sur un parcours sans faute depuis &hellip;<\/p>\n","protected":false},"author":2,"featured_media":72423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5084,2808],"tags":[],"class_list":["post-72376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adobe-marketing","category-transformation-digitale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Transformation digitale d&#039;Adobe : la d\u00e9monstration par l&#039;exemple<\/title>\n<meta name=\"description\" content=\"Transformation digitale d&#039;Adobe : interview d&#039;Olivier Binisti, manager Digital Strategy Group, lors de l&#039;\u00e9v\u00e9nement Experience Makers 2022\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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