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!