Adobe aims to help companies earn from digital marketing spends

With an increasing number of enterprises taking their marketing campaigns online to tap social media, software major Adobe today said it is focussing on delivering solutions that help companies create, measure and monetise such digital marketing initiatives.

The company had recently announced restructuring efforts to focus on businesses like digital media and marketing.

“We have a digital publishing suite…to add to that now the focus is on marketing solutions with products like social analytics tool (used to measure social media) and other media tools,” Adobe Systems President and Chief Executive Officer Shantanu Narayen told reporters here.

This will help companies make, manage, measure and monetise their digital marketing campaigns, he added.

Adobe Systems acquired Omniture in 2009 for about USD 1.8 billion for its web analytics, measurement and optimisation technologies.

“The transformation of Adobe from a company focussed on desktop and electronic publishing, we are transforming that to move into all of this content lifecycle management — make, manage, measure, monetise and mobilise content,” Narayen said.

For the end-consumer it means that they get more personalised service as companies, using these analytics tools, figure out what the consumer is looking for, he said.

Adobe’s revenue in FY’11 stood at USD 4.2 billion, growing 11 per cent year-on-year. Digital Media solutions contributed 15 per cent, while Omniture constituted 11 per cent.

The digital marketing is also of strategic value for its software as a service (SaaS) business.

“With increasing demand from marketers, we expect this business to drive a billion dollars of SaaS-based revenue in the next three years,” he said.

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About Admin

Vikram is an experienced communications professional with over 17 years of expertise in growing, managing and defending leading brands’ reputation across industry sectors in traditional media and digital environments. With his strong background in media and integrated communications, he drives impactful communications strategies that contribute to a company’s strategic objectives. He has held key positions at Tata Housing, Adfactors PR, Sampark PR, The Resort and Indian Express Group. He also had his share of entrepreneurial experience of publishing and editing a maritime weekly – Shipping Today for over 7 years. Vikram has managed corporate, crisis and product PR and has actively interacted with almost every type of media across the length and breadth of our country. He has managed communications campaigns for large and mid-size companies in B2B & B2C space, across sectors such as Technology, Education, Real Estate, Infrastructure, Shipping, Logistics, Finance, Media etc. He has counseled at the highest levels as well as sorted things out at street level for top brands including Tata Housing, Aptech, 3i Infotech, Oracle Financial Services Software, BMC Software, Rolta India, ICICI Prudential Life Insurance, ICICI Lombard General Insurance, Bharati Shipyard, Mumbai SEZ, Ybrant Digital and many more. Vikram enjoys wide industry recognition as an expert on emerging media technologies and public relations. Vikram writes extensively on PR, social media, marketing and branding. A prolific blogger since 2004; his blog, Vikypedia.in is India’s most read PR blog. Most notably he has also founded Indian PR Forum, India’s largest online forum of PR professionals. He is passionate about sharing his knowledge on PR and Social media through lectures at various communications institutes across India and by also speaking at various industry forums, events & seminars. Vikram holds a Master’s & Bachelor’s degrees in Journalism and Mass Communications. He has been honored with Y Imagine Excellence Award - “Best Young PR Professional of Year 2011” by Young India Communicators Forum (YICOF), Hyderabad, 5 individual awards at Tata Housing and 2 awards at The Resort for various communications related initiatives. His interests include his family, photography, travelling, of course, blogging. Vikram can be reached via email at pr .vikram@gmail.com or on social hubs like About.me, Twitter, Facebook and LinkedIn.

Posted on March 12, 2012, in Digital Marketing and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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