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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.