Adobe 2011 Annual Report Download - page 14

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Digital Marketing Strategy
In the coming year, our plan is to build upon the momentum we achieved in fiscal 2011 by focusing on four key initiatives:
• Analytics & Reporting—Enhancing our web analytics and reporting offering
• Personalized Engagement—Driving improved capabilities for personalized engagement
• Multi-Channel Campaign Management—Enabling our customers to implement solutions for multi-channel campaign
management
• Media Monetization—Creating a more robust offering for customers to monetize their media.
In analytics and reporting, we will focus on helping our customers understand the performance of their business across all
digital channels and support their needs for integrating offline channels (through offerings like Adobe Insight). Customers desire
to know what the performance is across their efforts in video, social, mobile and email campaigns, and look at that holistically.
To do this, they require an analytics platform that can assemble data across all those channels to gain better insight and drive
informed decision making.
Personalized engagement is a priority for digital marketers; once they obtain visitors to their websites, they desire to create
the best possible experience for their visitors. With analytics data and web optimization solutions, they can also personalize that
experience to make it dynamic and relevant to each visitor. Our digital marketing and WEM offering can help its users author,
manage and deliver personalized experiences based on many criteria, including analytics data related to a visitor's prior visits to
a site, or based on their purchasing history, or what keyword they clicked on in a web search that brought them to a site or in many
cases, to a distributed part of its site such as a social network page or app for that customer. The Context Optional functionality
acquired through our acquisition of Efficient Frontier enables customers to build and deliver engaging experiences on social
networks. With geo-location services on smartphones and tablets, insight can be gained on the geographic location of a visitor,
leading to personalized content and marketing offers for that particular geographic market. Delivering content pertinent to PCs
versus mobile devices is also a factor. With improved integration in our analytics, visitor conversion tools and Day WEM offering,
we can offer a complete solution for personalized engagement.
As more marketing spend moves towards digital delivery, marketers have to spend and optimize their ad budgets across
many digital channels including search, display, video, mobile and social. These channels are rapidly evolving and innovative
technology is required for marketers to keep up, particularly because we do not see these channels operating in silos, rather they
operate as a portfolio of activities that must be managed and optimized as such. They need to understand what is working, and
what is not working. For example, a particular creative asset may drive more conversion on a particular social site, but not on its
PC-based site, or visitors to a mobile site may be more enticed to purchase based on a particular offer versus another. Across all
these channels, customers face the challenge of selecting which campaigns and digital assets to deploy. And they wish to do this
real-time. We believe this presents a large and untapped opportunity for Adobe to help digital marketing customers manage this
complexity and achieve results.
In the area of media monetization, a customer such as a Chief Revenue Officer regularly asks the question, “How do I sell
my available advertising inventory for higher rates, across all the digital channels available to me?” We believe, through our Digital
Marketing Suite offering combined with our new data management capabilities, we can help customers such as publishers gather
data and adjust their advertising sales models to optimize their revenue. Key aspects of our strategy in media monetization are to
help our customers segment and target specific audiences, perform audience research, and manage the data associated with their
targeted audiences. With our acquisition of Auditude, we also believe we will be able to further help our customers monetize their
media by applying these segmentation and targeting capabilities to increase the revenue they obtain through ad delivery in online
video.
As part of these initiatives, we believe we can accelerate the growth of our digital marketing business by expanding our
go-to-market strategy to include new geographies and vertical markets where Adobe has a strong presence. We also believe we
can grow the business by expanding what we offer and better integrating the services in our Digital Marketing Suite, including
improving integration with our digital media tools and our Day experience management products, and by delivering “one click”
optimization capabilities for vertical market solutions such as our Digital Publishing solution and our video delivery and
monetization platform.
Digital Enterprise Solutions Strategy
Our Adobe LiveCycle and Adobe Connect products help customers automate paper intensive processes, improve
collaboration, provide better customer service and reduce costs. We believe our offerings can transform customer experiences in
these markets.
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