The numbers are in from Adobe's survey of digital marketers, and they seem to gel with what we're hearing in the industry today.
According to the study, "Digital Roadblock: Marketers Struggle to Reinvent Themselves," 64 percent of marketers know their role will significantly change over the next year, and 40 percent want to reinvent themselves.
But only 14 percent know how.
Adobe believes it can bring the other 86 percent up to date. In pursuit of that cause, Adobe will be kicking off its Adobe Summit Digital Marketing Conference with a new release of Adobe Experience Manager, its web experience platform, which will simplify website re-platforming, dynamic asset delivery and mobile app development.
The update to Experience Manager comes two months after Adobe announced its integration of the cross-channel campaign management technology it acquired when it bought privately held Neolane for $600 million last summer. Neolane brought marketing automation and offline marketing capabilities to Adobe's arsenal.
Adobe wanted to allow customers using both Campaign and Experience Manager to do so under the same roof. Adobe Campaign and Experience Manager now share a single digital asset repository. Additionally, data from both known and anonymous website visitors is now used to create more personalized experiences. The content repository component is part of the larger Adobe Marketing Cloud integration, a suite of tools that Campaign joined last fall when it was rechristened Campaign.
At Adobe's 2014 Summit in Salt Lake City this week, attendees will see the Marketing Cloud's ability to collaborate across multiple solutions with one single, actionable view of the customer profile, Loni Stark, director of product and industry marketing for Adobe's Digital Marketing Solutions, told CMSWire.
Adobe also made many updates at last year's conference, including a new touch UI for authoring, an expansion of its Marketing Cloud, deeper personalization with Adobe Target and a new integration between its Marketing Cloud and the Creative Cloud.
What's New Now?
In an interview with CMSWire before its 2014 Summit, Adobe told us that it had launched new features for is sites, assets, apps, forms and communities, among others. It is all about driving the customer's "omni channel experience," officials said.
Sites has a touch-enabled interface that simplifies the launch of web and mobile sites. Assets includes media experiences, including video that can be authored and delivered across devices. With apps, Adobe Experience Manager combines a new PhoneGap Enterprise Experience Manager that makes for what they say is the lone mobile app development platform for both developers and marketers.
Experience Manager users can also moderate communities and measure sentiment analysis. In its forms option, Adobe offers the ability to create forms and manage them as part of websites, mobile sites and mobile apps, with the ability to adapt to device types and user responses.
Adobe provided user statements in its news release today. Each hailed the platform’s ability to provide personalized experiences across multiple channels, including tablets, mobile devices, social channels, digital glass and wearables.
How’s Adobe Performing?
Adobe also announced today that in Fiscal Year 2013 its digital marketing business surpassed $1 billion in revenue, and it had a 24 percent year-over-year revenue growth in the first quarter of Fiscal Year 2014. It also announced that 64 percent of the Fortune 50 use the Adobe Marketing Cloud.
How does Adobe stack up against others in digital marketing? According to Gartner's Magic Quadrant for Multichannel Campaign Management from last summer, Adobe is a visionary -- as was Neolane, before Adobe scooped them up. Adobe has a "strong vision of MCCM now and where it is going in the future," Gartner reported.
Gartner recommends that those looking for web analytics, web content management and addressable advertising consider Adobe’s offerings in both advanced and basic capabilities, as well as its Marketing Cloud, which provides analytics for real-time segmentation. It redefined its digital marketing strategy in 2012, Gartner noted, to consolidate multiple offerings into Marketing Cloud.