Adobe (NASDAQ:ADBE) is focused primarily on digital media and digital marketing. It recently acquired a few companies such as Efficient Frontier and Auditude, in order to ramp up its digital marketing portfolio, and become one of the market leaders in digital marketing and advertising. It has also been adding additional features to its digital marketing suite, like social analytics and cross-visit analytics, to offer a complete array of digital marketing services as part of its suite.
Earlier this week, it announced Adobe Social, a new product withing the Digital Marketing suite, which adds additional social analytics capabilities to its existing offering.  Adobe competes primarily with Google (NASDAQ:GOOG) Analytics in web analytics and marketing, and Salesforce.com‘s (NYSE:CRM) Social Marketing Cloud in social marketing.
Adobe Social: A significant addition to Adobe’s Digital Marketing Suite
Adobe Social enables customers to handle social media marketing on multiple networks from a single interface. It is based on the technology acquired from Adobe’s acquisition of Efficient Frontier. It will support importing analytics data from Facebook, Twitter, Pinterest, Google+, blogs and other social platforms and tie it to business results.
It also enables marketers to monitor conversations related to their company or product on multiple social networks using a single dashboard. They can also publish content on all social platforms using Adobe Social. It also offers detailed information about social engagement and conversion metrics, enabling them to effectively manage ad purchases on social networks.
Digital Marketing is expected to be one of Adobe’s major growth drivers in the coming years. Web Analytics software, which is a part of the Digital Marketing Suite, accounts for nearly 10% of the $34 Trefis price estimate for Adobe, which is in-line with the current market price.Notes: