I am a fan of Adobe ($ADBE). You certainly know this if you’ve been reading this blog. Here is an article I wrote in 2011 about Adobe’s strategy that has pretty much held true and something we all should re-read.
This morning I read the 2013 Investor Presentation (PDF) by Adobe and wanted to highlight a few things that I found interesting:
On slide 22 of the deck, Adobe mentions “key digital marketing growth drivers:”
- Shift of marketing spend to digital
- Re-platforming of the Web
- Demand for Cloud-based solutions
- Multi-channel campaign and social marketing solutions
- International growth
#2 (re-platforming) above is really, really interesting. I had been looking for a term to capture this insight and I think they nailed it.
The 1990s ad-stack is on the way out, or at least has matured. The new marketing stack is filled with social, mobile, local, and dynamic delivery. Marketing tomorrow will not look like marketing yesterday.
On slide 26, Adobe talks about their stack (well, cubes):
- Adobe Analytics
- Adobe Target
- Adobe Social
- Adobe Experience Manager
- Adobe Media Optimizer
I’d have to say that these cubes/stack are pretty much aligned for the future. Marketers and agencies are demanding ROI for their marketing spend and quantitative validation is key to success.
Read the investor presentation if you get a chance. It’s a fast read. If your organization is not aligned with this thinking, rethink where you are headed.