Adobe Enters Social Media Analytics Race With Adobe Social
Adobe (NASDAQ:ADBE) has launched its social media tool, Adobe Social, to create and monitor social media activities. The company claims the product will connect social marketing campaigns with business results. Adobe Social can be used to track every social campaign and measure its effectiveness in driving sales. The product focuses on incumbents such as Twitter and Facebook as well as emerging networks such as Pinterest. Adobe Social also allows customers to create content and applications using a simple GUI and a drag-drop interface that can be published to Facebook, Twitter, and Google+. It also allows you to tweak your campaign with audience targeting capabilities and monitor the effectiveness through data collected to make adjustments on the fly. [1]
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Adobe Social not only allows the customer to observe trends, but also lets you break it up into components to better analyze the underlying results. You can break it down to see the influence of each user and follower of the campaign. You can measure the number of followers, their Klout score, etc. The advantage of Adobe Social is, in fact, its ability to measure the extent to which the mentions of individual campaign followers drive actual revenues. This way, you can create a campaign to target not just individuals that have high influence, but also those who drive actual revenues and impact the bottom-line of a business.
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The new social tool also integrates easily with products in Adobe’s Digital Marketing Suite. Campaign managers can use Adobe Test & Target for personalized messages when visitors come to a target website after clicking on a social ad. Integration with Adobe Discover allows marketers to divide their social audience into segments, depending on the requirements and observe which users drive the most revenue, while integration with Adobe Insight allows users to measure how a campaign drives traffic to an online store. [2]
We currently have a $32.58 Trefis price estimate for Adobe, which is slightly above the current market price.
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Notes:- Adobe Social, www.adobe.com, Sept 6, 2012 [↩]
- Adobe Social Launch, www.techcrunch.com, Sept 5, 2012 [↩]