Adobe 2015 Annual Report Download - page 6

Table of Contents
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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, digital marketers, advertisers and publishers are increasingly steering their marketing, advertising, and
development budgets toward digital media. Many industry analysts predict more advertising dollars will be spent in digital than
in traditional media in the future. As marketers make this move to digital, our 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, cross-channel campaign management,
audience management, 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, Adobe Campaign, Adobe Audience Manager and Adobe
Primetime, 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.
In addition to Chief Marketing Officers 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. Since fiscal 2012, the focus of marketing and licensing
of these products has been to financial services and government markets, driven by a subset of our enterprise sales force. We have
also been focused on migrating some legacy LiveCycle customers to an updated offering with similar capabilities based on our
Adobe Experience Manager solution.
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 created, measured, managed, executed and optimized.
We believe that our success will be driven by focusing our efforts on making Adobe Marketing Cloud the most comprehensive
and integrated marketing solution available. Adobe Marketing Cloud consists of eight key solutions—Adobe Analytics, Adobe
Target, Adobe Social, Adobe Media Optimizer, Adobe Experience Manager, Adobe Campaign, Adobe Audience Manager and
Adobe Primetime. 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;
• Interact with creatives through integration with Creative Cloud, enabling content creators and marketers to collaborate
and communicate in real time within a cloud-based platform;
• Accurately forecast and continually optimize their mix of campaigns across digital media;