Adobe 2014 Annual Report Download - page 6

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experience to a consumer at a given moment requires the right combination of data, insights and content. Marketing executives
are increasingly demanding solutions that optimize their consumers’ experiences and deliver the greatest return on their marketing
spend so they can demonstrate the success of their programs using objective metrics.
We believe there is a significant opportunity to address these challenges and help customers transform their businesses.
Chief Marketing Officers (“CMOs”), digital marketers, advertisers and publishers are increasingly steering their marketing and
advertising budgets toward digital media. As they make this move to digital, our market opportunity is accelerating as customers
look for vendors to help them navigate this transition. However, marketing in a digital world is not simply about executing campaigns
in each digital channel. Marketers, and entire enterprises, also need to ensure they deliver meaningful experiences to their consumers
across both digital and traditional channels and in areas such as sales, support, and product interactions where consumers expect
experiences to be personalized.
Our Digital Marketing business targets this large and growing opportunity by providing comprehensive solutions that include
analytics, social marketing, targeting, media optimization, digital experience management and cross-channel campaign
management, as well as premium video delivery and monetization. We deliver these capabilities through our Adobe Marketing
Cloud, an integrated offering enabling marketers to measure, personalize and optimize marketing campaigns and digital experiences
across channels for optimal marketing performance. With its broad set of solutions, including Adobe Analytics, Adobe Target,
Adobe Social, Adobe Media Optimizer, Adobe Experience Manager and Adobe Campaign, as well as real-time dashboards and a
collaborative interface, customers of Adobe Marketing Cloud are able to combine data, insights and digital content to deliver a
personalized brand experience to their consumers.
With the increase in the number of consumers that watch premium video content via the web on PC, tablet and mobile
devices, the monetization of video delivery is an emerging opportunity within Adobe Marketing Cloud. To address this opportunity,
we have worked closely with video content owners and distributors to develop and deliver Adobe Primetime, a modular platform
that enables a more complete workflow to meet our customers’ needs in areas such as video publishing, advertising and analytics.
We believe customers using our Primetime solution can drive greater audience engagement, resulting in increased revenue from
ad sales and subscriptions, while lowering operating costs.
In addition to CMOs and digital marketers, users of our Adobe Marketing Cloud solutions include marketing professionals
such as search engine marketers, media managers, media buyers and marketing research analysts. Customers also include web
content editors, web analysts and web marketing managers. These customers often are involved in workflows that utilize other
Adobe products, such as our Digital Media offerings and our video workflow and delivery technologies. By combining the creativity
of our Digital Media business with the science of our Digital Marketing business, we help our customers to more efficiently and
effectively make, manage, measure and monetize their content across every channel with an end-to-end workflow and feedback
loop.
Our Digital Marketing segment also contains two legacy enterprise software offerings: our Adobe Connect web conferencing
platform and Adobe LiveCycle, an enterprise document and forms platform. At the beginning of fiscal year 2012 we narrowed the
focus of marketing and licensing of these products to financial services and government markets, driven by a subset of our enterprise
sales force.
Digital Marketing Strategy
Our goal is to be the leading provider of marketing solutions and a standard for the way digital advertising and marketing
is measured, managed, executed and optimized.
We believe that our success will be driven by focusing our efforts on making the Adobe Marketing Cloud the most
comprehensive and integrated marketing solution available. Adobe Marketing Cloud consists of six key solutions-Adobe Analytics,
Adobe Target, Adobe Social, Adobe Media Optimizer, Adobe Experience Manager and Adobe Campaign-as well as Adobe
Primetime, the industry’s leading online TV delivery platform. Adobe Marketing Cloud provides marketers with key capabilities,
such as the ability to:
• Combine data across the Adobe Marketing Cloud solutions and third-party data sources, such as customer relationship
management, point of sale, email, and survey, to create a single view of the consumer;
• Deliver personalized customer experiences across channels and on any device;
• Use predictive analytics to enable marketers to utilize past marketing program data and success to predict and drive
their future success with digital marketing programs;
• Access all Adobe Marketing Cloud solutions from one centralized platform and visualize, socialize, and collaborate
across teams with the interface;