Adobe launches its Digital Marketing Summit 2012 focusing on three key areas: social marketing, predictive marketing and analytics, personalization and more.
SALT LAKE CITY
Adobe Systems (Nasdaq:ADBE) opened the Adobe Digital Marketing Summit, where more than
4,000 digital marketers and representatives from leading advertisers,
publishers, agencies, systems integrators and technology companies gather to
learn the latest about digital marketing trends, share best practices and
network.
Keynote
presenters at the event here include Adobe CEO Shantanu Narayen; Arianna
Huffington, founder of The Huffington
Post; Biz Stone, co-founder of Twitter; and Brad Rencher, senior vice
president and general manager of Adobes Digital Marketing business.
Adobes
digital marketing business continues to demonstrate significant momentum, the
company said. In the companys most recent earnings announcement, Adobe
reported 30 percent year-over-year growth in its digital marketing business.
In November
2011, Adobe announced plans to restructure to focus the company on two primary
areas: digital media and digital marketing. The Adobe Digital Marketing Summit
represents the pinnacle of what Adobe has accomplished in its digital marketing
push since last year.
The Adobe
Digital Marketing Summit is quickly becoming digital marketings premier event,
gathering the best and brightest minds in the industry, Rencher said in a
statement. This year, we have almost doubled in size, with 4,000 attendees who
will connect with experts and peers, get direct access to case studies and best
practices, and have great opportunities to network and socialize. Summit is
also a chance to get a first peek at the latest digital marketing innovations
from Adobe and our partners and to help guide the future of our Digital
Marketing Suite.
At the summit,
Adobe will introduce several innovations within the Adobe Digital Marketing Suite, including Adobe
Social, Rencher told eWEEK. A new
product within the Digital Marketing Suite, 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
optimization of their social media strategies, and do so in the context of all
other digital marketing efforts, the company said.
Also new to
the suite is a predictive marketing capability. New predictive marketing
capabilities within the Adobe Digital Marketing Suite reduce the complexity of
uncovering hidden behavioral patterns in big data. These advancements 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, Rencher said.
In addition,
Adobe is adding enhanced personalization features to the suite. Adobe announced
a major update to its Web Experience Management (WEM) solution, part of
the Adobe Digital Marketing Suite that helps marketers drive engagement by
delivering more consistent, contextually relevant experiences on the Web,
mobile devices and social media.
At the heart
of the WEM solution is Adobe CQ 5.5, the latest version of the companys
Web Content Management software that is now deeply integrated with several
other products in the suite, such as Scene7, Search&Promote and
SiteCatalyst.
The Adobe
Digital Marketing Suite offers an integrated and open platform for online
business optimization, a strategy for using customer insight to drive
innovation throughout the business and to enhance marketing efficiency. The
suite consists of integrated applications to collect and unleash the power of
customer insight to optimize customer acquisition, conversion and retention
efforts, and the creation and distribution of content. For example, marketers using
the suite can identify the most effective marketing strategies and ad
placements as well as create relevant, personalized and consistent customer
experiences across digital marketing channels, such as on-site, display, email,
social, video and mobile. The suite enables marketers to make quick
adjustments, automate certain customer interactions and better maximize
marketing ROI, which, ultimately, can positively impact the bottom line, Adobe
officials said.
Darryl K. Taft covers the development tools and developer-related issues beat from his office in Baltimore. He has more than 10 years of experience in the business and is always looking for the next scoop. Taft is a member of the Association for Computing Machinery (ACM) and was named 'one of the most active middleware reporters in the world' by The Middleware Co. He also has his own card in the 'Who's Who in Enterprise Java' deck.
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