Adobe Software Blitz for Online Marketers

Adobe has announced a raft of new software and solutions within its Digital Marketing Suite, aimed at simplifying the process of analysing and optimising clients' use of online media.

Unveiled at the software giant's Digital Marketing Summit 2012, the new services cover the whole cycle of digital marketing with a number of solutions building into an integrated whole. Four of the key elements are as follows:

Adobe Social combines social publishing and engagement with monitoring, social ad buying and ROI analytics, giving those responsible for firms' social media presence a single management and measurement platform linked to other digital marketing efforts. The product incorporates technology from the recently acquired Context Optional/Efficient Frontier, and its own SocialAnalytics, and will add social media marketing features and integration with other products in the Suite later this year.

The Suite's new predictive marketing capabilities simplify the process of finding patterns in big data and using them to predict future results, putting 'forward-looking decision-making into the hands of digital marketers'. To illustrate that it knows what big data really is, the firm points out that it runs massively parallel SaaS offerings through c.23,500 servers and networked devices in 19 data center co-location sites and captures more than six trillion transactions per year, representing more than 27 petabytes (equal to 27m GB) of data. The new features will enables marketers to try what-if scenarios, changing key metrics to see how business outcomes change; forecast campaign results across search, social and display, and develop optimized media mix models; identify leading indicators of upcoming risks and opportunities and adjust marketing strategies accordingly; and move from testing into action depending on the results.

Technology acquired from Efficient Frontier will be used to deliver 'True Multi-Channel Optimization', unifying social, search and display campaigns and helping marketers to deliver the best return. This includes providing a unified view and unified management of multi-channel campaigns, including LinkedIn Ads, search, display and Facebook, along with new and more flexible modelling of which channel or combination of channels actually prompt the desired actions.

Lastly, Adobe has announced a partnership with multichannel commerce and communication software provider hybris, integrating its technology with Adobe's Web Experience Management (WEM) to provide digital marketers with comprehensive commerce capabilities, managing and optimizing the online buying process from brand engagement to immersive shopping experiences to checkout. This will include

As part of the integrated offering, Adobe WEM, and its core, newly available new CQ 5.5 software covering both the front-end shopping experience and back-office merchandising and marketing publishing processes. Adobe and hybris sales and marketing teams will jointly sell and promote the integrated solution to customers worldwide, working with global agency and system integrator partners.

Web site: www.adobe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.