Adobe Update: Going Ahead with Digital Media & Marketing Push

+20.34%
Upside
505
Market
607
Trefis
ADBE: Adobe logo
ADBE
Adobe

Adobe (NASDAQ:ADBE), like most other tech stocks, has had a hard time in the last couple of weeks. Its stock price was down more than 6%, thanks to a broad market crash due to increasing fears of the impending European debt crisis. In the past couple days we have seen a recovery in tech stock on the prospects of a new EU deal and the coordinated efforts of global central banks. There have also been some interesting developments by Adobe in the last two weeks, which underline its growth strategy going forward.

Adobe recently announced that it would restructure its existing businesses and focus on its digital media and marketing business to drive growth in the coming years. It also acquired Auditude, to go after the growing video advertising and analytics market.

Check out our complete analysis for Adobe

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Adobe Going Ahead with Digital Media & Marketing Push

In line with its objectives to expand in the digital media publishing space, it added support for publishing content on Amazon’s Kindle Fire tablet to its Digital Publishing Suite, which consists primarily of Adobe InDesign and some other Creative software. This could significantly boost Creative Software sales as the Amazon (NASDAQ:AMZN) Kindle Fire is expected to become the second most popular tablet after Apple‘s (NASDAQ:AAPL) iPad, sell tens of millions of units in 2012.

It also announced that it has integrated digital marketing technology from BrightEdge, an SEO provider, to support organic search engine marketing campaigns. It will combine BrightEdge’s SEO data with Adobe’s SiteCatalyst’s web analytics, enabling users to analyze their paid and organic campaigns using engagement and conversion metrics in a single detailed report. The integrated offering will be available as part of Adobe’s Genesis digital marketing suite.

We have a $35 Trefis price estimate for Adobe, which stands more than 25% above its current market price.

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