With businesses now transitioning from early adopters to early majority, a lot of emphasis is now being placed on gaining valuable business insight into marketing efforts and their conversion ratios. The Marketing VP’s have been handed huge kitties of money to spend on efforts to drive traffic and increase conversions. A sizable portion of this budget is pumped into Social Media advertising and marketing. Every company has now begun to understand the power of social media with respect to financial benefits, besides building a brand presence world-wide.
One company that has embraced social media has a core feature in its marketing efforts is Adobe, Inc. With their latest release of Adobe® Social, they claim that “Social media has evolved. It’s no longer an experiment, but a marketing must-have.” This tool can help a company manage it all, from integrating social media into their overall digital marketing strategies, right up to getting critical insights and creating new content instantaneously. However, the biggest core competency lies in converting the company’s social efforts into measurable business results. Every campaign can be tracked to see how it drives revenue and conversions. This product is so powerful; it allows the company to analyze every granular detail not just the general influence like the followers, tweets and Klout score, but also how many of these are actually resulting in conversions for the company. Such level of detail, gives the company a better, forthright and effective game-plan of targeting its most influential consumers to drive more sales. By widening the scope of social media networks apart from Facebook and Twitter, this product can also determine which pinned image on Pinterest lead to purchase. Social Publishing is a big feature as part of the package, which allows content creation and publishing applications to Facebook, Twitter and Google+ giving the company enough artillery to control which campaigns are doing well and target these ads towards the influencers(users that end up converting). Other USP of this product is easy integration with other products in Adobe’s Digital Marketing Suite that allows creating measurable social marketing campaigns and also gaining powerful insight into their top influencers by segmenting their audience into tiers based on time spent on the website.
Adobe’s efforts to widen their portfolio and penetrate data and analytics space dates back to 2009 when they acquired an analytics company called Omniture for over $1.8B and another startup called Demdex in early 2011 which pulls in audience data from various sources to target ads to specific groups. In the past 4 years Adobe has acquired 6 companies including Auditude and Efficient Frontier to bolster its digital marketing competencies and provide a potent tool to measure Social ROI. Other competitors have also responded equally like Salesforce acquiring Buddy Media and Oracle acquiring Involver and Virtue to augment their marketing platforms. With companies still trying to tap into the powerful social media networks like Facebook, Twitter and Google+ to use the audience data and monetize the social media actions, this clearly indicates they foresee a strong potential in Social Media marketing and publishing. Social Media has now evolved from a mere experiment to a Marketing must-have.