Ever since I joined Adobe, vir­tu­ally every con­ver­sa­tion with a new cus­tomer begins in the same place: Pho­to­shop. Peo­ple love it, and it usu­ally takes me a few min­utes to move them from their per­cep­tion of Adobe to the Dig­i­tal Mar­ket­ing oppor­tu­nity that my team is dri­ving. The fact is that not only is Adobe the leader in dig­i­tal media with Pho­to­shop and our cre­ative fran­chise, but we’re also the leader in dig­i­tal marketing…yet many peo­ple don’t know it. We plan to change that.

With this per­cep­tion gap in mind, I’m excited to pro­vide a few updates on the lat­est in Dig­i­tal Mar­ket­ing at Adobe.

First, we are announc­ing five core solu­tions within the Adobe Mar­ket­ing Cloud.  Before I intro­duce the solu­tions, let me take a minute on the Adobe Mar­ket­ing Cloud, for­merly called the Dig­i­tal Mar­ket­ing Suite. The Adobe Mar­ket­ing Cloud is the foun­da­tion of what we are doing in dig­i­tal mar­ket­ing and brings together ana­lyt­ics, social, adver­tis­ing, tar­get­ing and web expe­ri­ence man­age­ment all in one spot. It goes well beyond the offer­ings of oth­ers in the indus­try, which often focus on a sin­gle chan­nel or work­flow.  We are align­ing the cre­ative work­flow via the Adobe Cre­ative Cloud and mar­ket­ing work­flow via the Adobe Mar­ket­ing Cloud in a way that is absolutely unique to Adobe.

We first talked about the com­bi­na­tion of the Cre­ative Cloud and the Adobe Mar­ket­ing Cloud last Novem­ber at finan­cial con­fer­ence in New York. Then at this year’s Dig­i­tal Mar­ket­ing Sum­mit in March, our progress was even more evi­dent as we shared our vision of the Adobe Mar­ket­ing Cloud with four thou­sand of our clos­est friends, cus­tomers and part­ners.

The Adobe Mar­ket­ing Cloud now includes five core solu­tions that span our cus­tomers’ biggest dig­i­tal challenges.

Here is a quick look at each of them:

Adobe Social: assists mar­keters in mea­sur­ing and man­ag­ing social mar­ket­ing across owned, earned and paid media – ensur­ing the impact of social is attrib­uted cor­rectly for max­i­mum impact.

Adobe Ana­lyt­ics: enables data-driven, multi-channel mar­ket­ing by com­bin­ing the power of action­able ana­lyt­ics and audi­ence seg­men­ta­tion with the dis­trib­uted value of report­ing and shar­ing of key busi­ness analysis.

Adobe Tar­get: empow­ers highly per­son­al­ized expe­ri­ences through­out a visitor’s dig­i­tal expe­ri­ence via dynamic test­ing; cre­at­ing bet­ter brand expe­ri­ences and dri­ving higher con­ver­sion rates.

Adobe Expe­ri­ence Man­ager: enables dig­i­tal mar­keters to cre­ate, man­age, and opti­mize multi-channel cus­tomer expe­ri­ences that build brand and drive demand.

Adobe Media Opti­mizer: pow­ers data-optimized adver­tis­ing through best-in-class port­fo­lio and rules-based ad man­age­ment, intel­li­gent cam­paign fore­cast­ing, and tar­geted ad deliv­ery solutions.

The Adobe Mar­ket­ing Cloud tack­les today’s mar­ket­ing chal­lenges, lit­er­ally trans­form­ing the last mil­lisec­ond of every inter­ac­tion. Mar­keters are expected to turn insights into mean­ing­ful expe­ri­ences instantly. The chal­lenge is that this must hap­pen whether it is a search ad, mobile app, social inter­ac­tion, email, land­ing page or the entire web site. These five core solu­tions in the Adobe Mar­ket­ing Cloud enable us to solve this chal­lenge. Thou­sands of the best dig­i­tal mar­keters around the globe have already stan­dard­ized on Adobe to this end.

Sec­ond, I’m incred­i­bly excited about our “Met­rics, Not Myths” cam­paign that launched today.  Our CMO, Ann Lewnes, blogged her thoughts about it – check it out hereThe cam­paign will give Adobe’s unique per­spec­tive on dig­i­tal mar­ket­ing and will help debunk the myths that are hold­ing back the dig­i­tal mar­ket­ing indus­try. What is my mea­sure of suc­cess for the cam­paign? Whether every new cus­tomer con­ver­sa­tion starts with Photoshop!

At Adobe, we are in a period of mas­sive trans­for­ma­tion as we focus on our two large oppor­tu­ni­ties with the Adobe Mar­ket­ing Cloud and Cre­ative Cloud. These moves in our Dig­i­tal Mar­ket­ing busi­ness are the next steps in this jour­ney. As the cam­paign rolls out and we pre­pare for the 2013 Dig­i­tal Mar­ket­ing Sum­mit in March, more good­ness is right around the corner.

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