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Adobe clubs creative and marketing clouds

In a bid to provide end-to-end solutions for both agency and marketers, Adobe Systems has integrated its Creative Cloud offering and beefed its Marketing Solutions offerings.

At the company’s annual digital marketing conference held in Salt Lake City, it introduced an upgrade of at least seven offerings across its five products in its Marketing Cloud unit: Target, Social, Analytics, Experience Manager and Media Optimiser. For example, Adobe Social now also extends to mobile platforms.

These allow a marketer to target specific audiences, view a campaign across various platforms, optimise it, as well as analyse campaign ROI on web and social media. These offerings will also be integrated with its Creative Cloud solutions, more often used by creatives, such as Adobe Photoshop and more.

Siva Ganeshanandan, director, Adobe Marketing Cloud, Asia Pacific, told Marketing that for Asia Pacific, Adobe would be targeting medium to larger firms. The solution suite is payable by usage which companies can scale up or down, according to their needs, he said.

Current customers in the marketing solutions include Singapore Tourism Board, HTC, Cathay Pacific and Fairfax.

So far, Adobe occupies a niche target market in reaching mainly marketers and agencies, whereas the likes of Salesforce, Oracle and IBM reach different audiences, such as sales and IT divisions, added Ganeshanandan.

Adobe has been investing heavily in building its marketing solutions, following its acquisition spree in the past two years, beginning with the acquisition of web and analytics firm Omniture in 2011, as well as several other firms such as Day Software, Demdex and Efficient Frontier.

Shantanu Narayen (pictured), president and chief executive officer of Adobe also told Marketing he expects the Marketing Solutions unit to grow into a billion dollar business in the next few years ahead. The company’s focus in Asia Pacific are key markets such as Singapore, Sydney and Japan.

Last year, Adobe saw the unit draw US$777 million in revenue, a 35% year-on-year growth.

NOTE: Adobe paid for the reporter’s flights and accommodation to the Adobe Digital Marketing Summit 2013.

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