Adobe launches Adobe Marketing Cloud, a scalable solution for marketing needs
We already know of Adobe as the creative mastermind that gave
us numerous design tools that make designing on computer so easy. Now
they have created a product which can take care of all your marketing
woes.
The thought process must have started sometime back, but the first
step that Adobe took in the direction of becoming a marketing solutions
company was in 2009. On October 23, 2009, Adobe acquired Omniture Inc
for $1.8 billion, thus getting under its wing web analytics, measurement
and optimization technologies. Next it acquired Day Software in 2010 to
strengthen its web content management, digital asset management and
social collaboration offerings. It acquired Neolane in 2013 to help
build its campaign management capabilities. Taking one step at a time,
Adobe thus built its next gen tool that will help the organization grow
in the coming years.
The Adobe Marketing Cloud (AMC) officially entered the market in 2012
and since then has worked with Experian, ‘The Economist’, Symantec,
Sony and Lenovo among others. One of the first movers in the digital
marketing cloud space, Adobe is aggressively talking to CMOs across
brands to explain the utility of the product and get them to try it.
They recently conducted an event in Mumbai where about 50 CMOs got an
in depth understanding of AMC and the difference it can make to the
business. At the event we caught up with Suresh Vittal Kotha, who joined
Adobe as VP, Marketing Strategy, through the company’s acquisition of
Neolane, where he was the chief product officer.
Suresh spoke exclusively about the plans for AMC in India.
Will AMC put ad agencies out of business?
Advertising agencies which have for long been partnering brands to
help plan their media strategy may now have to compete with Adobe
besides the other ad agencies which pitch for the client’s business.
However, the probability of such a thing happening immediately is rare
because clients and brands adopting technology with a minimum price
point of $20,000 per annum looks difficult. And secondly, the training
needed to work with the AMC platform will take some time.
Even Suresh vehemently denies the thought. “
Advertising
agencies are one key aspect across the ecosystem, they have access to
CMOs, technology office, and they do a lot of media planning for brands.
Therefore, they become key instruments in helping deploy and make
brands successful to use the cloud. This is not just a technology
channel; it’s a people, process, and organization design tool, which
encourages creativity inside the organization. And to do
this the entire marketing ecosystem has to be involved. It would be a
fallacy to think it’s just a technology initiative,” explains Suresh.
AMC is already working with the who’s who in advertising, including
Ogilvy, Publicis, WPP, and IPG etc. In some cases Adobe deals directly
with the client, and in cases where the client says they have an agency
if record , Adobe works with them for implementing AMC, says Suresh.
Market approach strategy
Adobe is talking to the C-suite at companies to sell AMC. AMC will
not just be a tool for measuring digital outlay, but it will also help
understand, measure and better plan advertising to be done through
traditional channels. The wide spectrum of touch points that AMC will
cover would include digital, TV, print, retail channels and even the
company call centre, says Suresh.
While the ‘Adobe’ name does open doors that is not necessarily the
final aim. With every organization under pressure to prove the worth of
each dollar being invested in marketing, an investment in a solution
like AMC is not an easy decision. Everyone from CMO, CFO, CIO and
sometimes even the CEO is involved in decision making. “Marketers have
to prove the worth of their investments, else they don’t get funding.
And they in turn are willing to give us an opportunity to help them earn
their business,” says Suresh about partnership strategies.
Decision makers differ from organization to organization, as well as
from geography to geography. CMOs are big decision makers in the US,
while in India they play the role of lead co-ordinator /influencer. CMOs
are making the business case and influencing the organization to drive
discussions forward. In telcos, Suresh says their first point of contact
to discuss AMC is mostly the Chief Digital officer, who works for the
CEO because he is mostly responsible for customer experience. “Marketing
today is not just about the 4Ps. The CMO is the representative of the
customer inside the boardroom and is speaking on behalf of the customer.
It is part of their job to make sure that anything new in the
organization is focused towards the customer as they are a big part of
it,” says Suresh.
Adobe is not just focused on digital businesses, but Suresh admits
digital businesses would find more utility for AMC than traditional
businesses like FMCG. AMC comprises of six different solutions and
customers can choose to opt for either one or more than one solution as
per the need of their business. Adobe Campaigns is for planning
campaigns across channels, and not just digital. Adobe analytics helps
understand web analytics and cross level analytics. The Media Mix
planning solution can assist CMOs decide where to deploy the marketing
budget they have, which channels to use and how much to allocate.
AMC has the top 5 automotive companies in the world as
its clients and are meeting brands across different sectors to onboard
them. From India, MakeMyTrip is one of their first customers.
Suresh says online brands and e-commerce brands will perhaps be the
first ones to adopt the platform, because of the synergies between the
two, but for brands from the traditional space the journey has just
started.
At present, the US market is leading growth for AMC. However, APAC,
AMEA, Middle East and North America hold equally promising potential,
thinks Suresh. If North America is all about analytics, in APAC mobile
rules the roost.
While AMC has plans to carve its own niche, how does it compare to
Facebook and Google which already have an advantage of leading digital
campaigns, analytics and measurement for brands. Suresh says AMC helps
brands measure impact beyond Facebook and Google. “We are FB preferred
partner and work with Google in many places. It is how the ecosystem is
evolving. As a brand you have to consume data from many places as well
as push out data to many places. We don’t go into a system thinking that
everything in the system will be replaced with AMC. We recognize our
clients and we have to fit into that. If you are only doing marketing on
FB, then you don’t need AMC. But in my experience for a brand, FB is
only one part of their strategy,” says Suresh.
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