Adobe Expands Digital Marketing Offering to Support Search Marketing Campaigns

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Adobe (NASDAQ:ADBE) is the market leader in creative software where it competes with Apple (NASDAQ:AAPL), Quark and Corel. It ventured into digital marketing and analytics with its Omniture acquisition in 2009. It recently announced restructuring plans and  intends to focus on digital media and digital marketing to drive revenue growth in the coming years. It also acquired Auditude as an effort to expand its presence in the growing video analytics and advertising market.

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The company has announced that it has integrated digital marketing technology from search engine optimization (SEO) provider BrightEdge to support organic search engine marketing campaigns. [1] The integration will combine BrightEdge’s SEO data with Adobe’s SiteCatalyst Web analytics and bidding features. The integrated offering will support both organic and paid search campaigns, and allow users to analyze their paid and organic campaigns using engagement and conversion metrics in a single detailed report. BrightEdge’s platform supports all major search engines including Google (NASDAQ:GOOG), Microsoft‘s (NASDAQ:MSFT) Bing and Baidu (NASDAQ:BIDU). The integrated offering will be available as part of Adobe’s Genesis Digital Marketing suite.

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Web Analytics software accounts for nearly 8.5% of Adobe’s $35 Trefis price estimate, which stands nearly 30% above its current market price.

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  1. Adobe Integrates BrightEdge Technology, Opens Search Campaigns, MediaPost []