Adobe Systems has announced a new product and major updates at the Adobe Digital Marketing Summit under their 'Adobe Digital Marketing Suite' offering. Adobe Social, a new product within the Adobe Digital Marketing Suite, has been introduced. Along with it, new predictive marketing capabilities within the Adobe Digital Marketing Suite, reducing the complexity of uncovering hidden behavioural patterns in big data as well as the availability of a major update to its Web Experience Management (WEM) solution have been announced.
The company informed that Adobe Social combines social publishing and engagement with monitoring, social ad buying and analytics that can attribute social activity to business results. Adobe is giving those with social marketing responsibilities – digital marketers, community managers, customer service, public relations, ad buyers, analysts, and others – a single platform to align and collaborate around the management, measurement and optimisation of their social media strategies, and does so in the context of all other digital marketing efforts.
Commenting on the new product, Brad Rencher, senior vice president and general manager, digital marketing business, Adobe, said, "The sheer scale of word-of-mouth that can be accomplished on social media can become a powerful boost or tragic descent for any company and is best managed if a company’s social marketers are in lock-step. Adobe Social brings to social marketing the control and accountability expected across other digital channels. The ultimate aim is to help social media as a marketing channel mature and prove its worth alongside other digital marketing investments.”
The company notes that the new predictive marketing capabilities will help marketers more quickly sort through an increasing amount of data to find the most impactful insights as well as leverage vast amounts of historical data to predict future results. Also, the updated WEM solution are expected to help organisations drive engagement by delivering more consistent, contextually relevant experiences on the web, mobile devices and social media.
“In the early days of digital marketing, analytics emerged to tell us what happened and, as analytics got better, why it happened. Then solutions emerged to make it easier to act on data and optimize results. But the sheer amount of available data presents a challenge to quickly extract insights and act while those insights are still valuable. The new predictive capabilities within the Digital Marketing Suite address these challenges and help marketers turn big data into a big opportunity,” Rencher added.