The term “online” doesn’t do jus­tice any­more to the grow­ing num­ber of inno­v­a­tive tech­nolo­gies and chan­nels.  Take the web­site, for exam­ple.  Com­pa­nies have expanded the online pres­ence of their web­sites to emails per­son­al­ized accord­ing to behav­ior on the web­site; a mobile appli­ca­tion pulls info from the same data­bases that serve log-in info or con­tent to a web­site mak­ing it pos­si­ble for us to check-in for a flight or even change our seat assign­ment while rid­ing in a taxi on the way to the air­port.  Another exam­ple is video.  Where once we used a browser to access online video, we can now down­load dig­i­tal video to our internet-connected TVs, or access a movie on a tablet via an app from Netflix.

Where “online” typ­i­cally con­notes a web­site or at least a browser-based expe­ri­ence, “dig­i­tal” does a bet­ter job cap­tur­ing the real­ity that mar­keters face: more dig­i­tal chan­nels emerge or become main­stream even as tra­di­tional chan­nels take on a dig­i­tal ele­ment.   To that end, you may have noticed we’ve begun re-branding the Adobe Online Mar­ket­ing Suite to the Adobe Dig­i­tal Mar­ket­ing Suite.  The name change also aligns well with the next-generation plat­form of the Suite we intro­duced ear­lier this year to make it eas­ier to import, ana­lyze and act on data from these bur­geon­ing dig­i­tal channels.

Adobe has also sim­pli­fied its busi­ness and aligned around two dig­i­tal oppor­tu­ni­ties: con­tent author­ing and dig­i­tal mar­ket­ing. The result of that align­ment was the cre­ation of two new busi­ness units, the Dig­i­tal Media Busi­ness Unit, led by David Wad­hwani, and the Dig­i­tal Mar­ket­ing Busi­ness Unit, led by Brad Rencher.  Per­son­ally, I’m very excited by this align­ment.  It fos­ters a nat­ural and more stream­lined syn­ergy between con­tent cre­ation (Adobe’s tra­di­tional strength) and mon­e­ti­za­tion of that con­tent (Omniture’s tra­di­tional strength).

The Dig­i­tal Mar­ket­ing Busi­ness Unit now con­sists of tech­nol­ogy and solu­tions from the Omni­ture (Dig­i­tal Mar­ket­ing Suite), Demdex (data man­age­ment plat­form) and Day Soft­ware (enter­prise con­tent man­age­ment) acqui­si­tions as well as enter­prise tech­nol­ogy such as Live­Cy­cle (busi­ness process man­age­ment).  In essence, the new Dig­i­tal Mar­ket­ing Busi­ness Unit com­bines Adobe’s dig­i­tal mar­ket­ing ini­tia­tives with its cus­tomer expe­ri­ence man­age­ment ini­tia­tives, a com­bi­na­tion many of our cus­tomers were demand­ing.  You’ll see new solu­tions and offer­ings from us in that regard in the not-so-distant future as we accel­er­ate the inte­gra­tions our cus­tomers were ask­ing for.  We’ll also out­line our strat­egy and what this com­bi­na­tion of dig­i­tal mar­ket­ing and cus­tomer expe­ri­ence man­age­ment means for our cus­tomers in more detail in the com­ing months.

Stay tuned.  It’s an excit­ing time to be a dig­i­tal marketer!

4 comments
Bill
Bill

Share on Twitter!!!!

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raised garden beds in brisbane

This is a genuinely worthwhile read! I know I will be putting some videos in my raised garden bed kit website soon. I have noticed many people email me through their mobile so I have made a 'mobile friendly' website now (an app is the next step) As you said there will be a paradigm movement towards 'internet TV' and this may see the demise of traditional 'free view digital' or even Pay TV.

Jordan
Jordan

This is a great move! (It would be nice if the "Share on ___" options at the bottom of the post included Twitter, Google+ and maybe LinkedIn.)