Adobe 2012 Annual Report Download - page 15

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a site or in many cases, to a distributed part of its site such as a social network page or app for that customer. With personalized
engagement made possible through Experience Manager, marketers can also build a better brand presence, drive demand by quickly
creating, launching, and optimizing compelling online marketing campaigns, and extending their reach with their customers through
multiple online channels.
The more digital marketers can know about their customers, the more effectively they can reach them with targeted
advertising and offers to increase visitor acquisition and conversion through their websites. We provide Adobe Media Optimizer,
which combines portfolio and rules-based ad management with intelligent campaign forecasting and targeted ad delivery for data
optimized advertising. Our Media Optimizer solution includes our Adobe AdLens (formerly Efficient Frontier), Adobe
AudienceManager and Adobe SiteCatalyst products to give marketers a complete view of their online marketing campaign
performance across search, display and social channels. This enables deeper and more relevant insights into how their customers
are interacting with their brand. It also gives them the data they need to segment those who are still browsing on their sites, and
the data on those who are ready to buy—allowing marketers to deliver the appropriate messages or marketing offers at the
appropriate time.
Our Adobe Social solution enables marketers to simplify and measure their social marketing efforts. Our offering is an
integrated suite of products including Context Optional and SocialAnalytics, and the ability to perform ad buying via AdLens.
Combined, our solution enables marketers to create content once and push it out to social media channels such as Facebook,
Twitter, Google+, and others quickly and easily. We extend these capabilities to include the ability to find out what content is
resonating with marketers' customers or constituents, and help them migrate visitors into destinations such as high-profile Facebook
Sponsored Stories. Adobe Social helps marketers determine if their paid media is pushing traffic to their social networks. It also
provides them insights into their customers' audience, using real-time data to find out what gets their social communities talking.
With this information, marketers can keep their social audiences engaged by creating more targeted content and experiences to
drive positive impact on their business. From messaging and offers to media buys and influencers, Adobe Social gives marketers
key information about what's driving results.
Adobe Target helps organizations drive higher conversion rates on their websites. Our solution enables digital marketers
to create, dynamically serve, and continually optimize personalized messages through the use of integrated products such as Adobe
Test&Target, Adobe Recommendations and Adobe Search&Promote. With Adobe Target, marketers can learn more about their
customers so they can evolve from marketing messages for broader segments to those relevant to individual visitors. Our offering
also uses a robust data-driven approach that unifies internal and third-party data to create highly detailed customer profiles that
help marketers deliver the appropriate marketing messages in front of the right people. With these capabilities, customers can
optimize their website and digital marketing efforts to maximize their revenue by controlling, monitoring and altering their
personalization strategies through built-in testing. Through these features, marketers can also drive higher levels of customer
engagement, conversion, and loyalty.
As part of our digital marketing initiatives, we intend to streamline how customers learn about, acquire and deploy Adobe
Marketing Cloud solutions. We also believe we can accelerate the growth of our business by expanding our go-to-market strategy
to include new geographies and vertical markets where Adobe has a strong presence. In fiscal 2012 we began to build out more
sales capacity and resources to support them in our field organization. We believe these investments will drive higher international
revenue in our Digital Marketing segment in fiscal 2013 and beyond.
With our Project Primetime initiative and set of products to help media and entertainment companies monetize their premium
video assets, we will continue to invest in the build out and licensing of our solution. As part of this effort, we intend to expand
our focus into new geographic markets in the coming year.
In the fall of 2011, we announced we would narrow our focus with our Adobe LiveCycle and Adobe Connect offerings on
two key vertical industries: financial services and government. For these customers, we offer comprehensive, scalable, secure and
reliable server products, SaaS offerings and tools to develop applications tailored to their specific information and business process
requirements. In fiscal 2013 we will continue to target these vertical markets.
With our LiveCycle offerings, we enable our customers to eliminate paper and move to automated forms-based workflows,
which continue to be key challenges in enterprises and governments around the world. Paper remains prevalent throughout industries
and governments, and many organizations are seeking to drive down operational costs related to paper use and workflows involving
paper-based documents. During the past decade, there has been considerable progress made towards moving away from paper-
based workflows. However, we believe there still remains a significant opportunity to deliver solutions that focus on this opportunity,
particularly in the government and financial services categories.
Adobe Connect provides capabilities for live web conferencing, as well as delivering on-demand rich presentations through
an on-premise server or as a hosted service and for recording and delivering such content later. Web conferencing services are
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