20120720_Case - Atamkul Aidana ID 20120720 Article Review...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Atamkul Aidana ID: 20120720 Article Review Introduction Adobe Systems Incorporated is a US software development company that has been established in 1982 in San Jose, California by John Warnock and Charles Geschke. It has more than 11,000 employees worldwide with major offices in Seattle (Washington), Noida (India) and Ottawa (Canada). Less important branches are placed in Minneapolis (Minnesota) and Hamburg (Germany). The company is a leading manufacturer of software for graphic design, publishing, web and print production with annual revenues of more than 4 billion US dollars. The article published in Adobe Customer Stories "Adobe maximizes its digital marketing returns” discusses how Adobe has optimized its digital marketing strategies with the use of Adobe Marketing Cloud. In this paper, I will summarize the article and offer comments and suggestions on the critical aspects of Adobe’s digital marketing strategy, and suggest areas where additional research findings would help to improve digital marketing management of Adobe’s company. Article Summary Adobe is a world leader in digital marketing and marketing software products. Recently, Adobe has developed Adobe Marketing Cloud for optimization of its digital marketing campaigns and has changed the importance and power of digital marketing into intelligent data-driven promotions. Nowadays, Adobe.com is among the world’s 20 most visited websites. Adobe Analytics, which is an Adobe Marketing Cloud solution, is an effective digital tool for marketers for tracking customer engagement, traffic information and analyzing the effectiveness of marketing campaigns. The article describes how Adobe Analytics integrates with other Adobe Marketing Cloud solutions in order to follow all digital marketing efforts. These solutions include Adobe Target, Adobe Media Optimizer, Adobe Experience Manager and Adobe Cloud. Adobe Target helps to minimize cart abandonment and page layout, Adobe Media Optimizer helps to increase the effect of its marketing messages by efficiently managing keywords and paid display advertisements to evaluate performance and observe the most effective promotions in real-time.
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern