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Adobe is a company that the average person in the street may most readily associate with computer software. Indeed, most of us use Adobe products on a daily basis, and virtually anyone that has ever operated any form of laptop or desktop computer will have used Adobe software at some point. Proprietary Adobe programs such as Photoshop, Lightroom, InDesign, Illustrator, Fireworks, Soundbooth, Acrobat and Audition has made a huge impact in desktop software, while the commonly used PDF format was also an Adobe creation.

The Adobe Marketing Cloud

However, Adobe has recently been rebranding itself to a certain extent as the company expands its focus toward digital marketing. This tentatively began in 2009 with the acquisition of Omniture, but since then the company has significantly expanded its digital marketing services. Adobe has also launched its digital marketing cloud solution, the Adobe Marketing Cloud, back in October, 2012, and this has since steadily grown in prominence.

Today the Adobe Marketing Cloud is responsible for 20 percent of the estimated value of the company. In 2013 alone, the digital marketing cloud of Adobe generated over $1 billion in revenue.

In a difficult marketplace, Adobe has nonetheless achieved incredible expansion in income. Adobe’s business has achieved a compounded annual growth rate of 106 percent since 2010. The company has shrewdly placed itself in a very strong position within what is certain to be a growing market in the years to come as cloud computing becomes even more popular.

Thus, Adobe’s recent report “Transforming Digital Marketing - A field guide to digital experiences” shouldn't be considered a must read for all digital marketers. Material provided by this industry-leading company is extremely valuable indeed. This white paper deals with a long-term plan for marketers to improve their digital marketing operations.

Analytics is an extremely complex field, and the report written by Adobe attempts to simplify the subject and break it down into manageable chunks. Thus, the “Transforming Digital Marketing” report aims to take digital marketers on a journey to analytics maturity, from benchmarking your current performance to creating a long-term competitive advantage. That report ultimately enlightens professionals from all marketing backgrounds on how the right marketing analytics can transform business results.

Personalising the Customer Experience

One of the most important takeaways from this white paper is the idea of personalising the customer experience. This is something that many digital marketers are already familiar with, but the approach that Adobe advocates within this report is perhaps more nuanced and multi-faceted than that taken by the average digital marketer. Adobe emphasises the fact that personalising customer experiences must take place across multiple channels, with the experience on each individual channel potentially as diverse as the marketing at individuals itself.

The cross-channel nature of the modern digital experience should also be particularly clearly understood. Consumers are utilising increasing numbers of devices in accessing the Internet, and marketers must be on point with each of these digital platforms. Only recently it has been reported that the number of mobile devices in circulation has exceeded the number of people on the planet. And with smartwatches now set to become more mainstream with the launch of the Apple Watch this year, this number will only expand in the near future.

Delivering relevant and contextual experiences across a raft of different platforms requires a very subtle and sophisticated approach. But failure to provide this cross-channel experience can be detrimental to any marketing campaign.

To give a related example of how handling multi-platform access is important in the contemporary world, Microsoft's Windows 8 operating system was criticised for failing to deliver sufficient functionality to its core desktop audience due to attempting to cater to mobile too strongly. All customers on all platforms must be taken into consideration, and targeted appropriately.

Central to effectively reaching customers across multiple channels is having a clear understanding of the functions and opportunities presented by your own internal structures and technologies. Adobe is uniquely placed to assist businesses and digital marketers with this prospect, as the company has already traversed a considerable distance down this route. In fact, there are a few companies that are better placed anywhere in the world to advise on this topic.

Four-Step Plan

Adobe presents a four-step plan to improve digital marketing experiences at the core of the white paper, and they promise to improve all your digital marketing initiatives, from mobile to social and beyond, and ultimately meet and exceed your business’ bottom-line business objectives. Given the success of Adobe in this field, it is certainly worthwhile for all digital marketers to seek this paper out.

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