Adobe Social + Social marketing = Real business results

Adobe Social ad in The Guardian UK

While social media marketing is popular for all brands and marketers, it has always raised questions about return on investment. Not many brands convinced about the business results, and it is a known fact that the number of ‘Likes’ on a brand Facebook page does not mean transactions. In such a scenario Adobe, the social media marketing solutions provider, has launched Adobe Social – a key part of its Digital Marketing Suite.

According to the company Adobe Social can help brands manage the whole social media campaigning activities. “Social must mature from fuzzy met­rics to real busi­ness impact and rev­enue, because that is the influ­ence met­ric that mat­ters most to businesses,” said Brand Rencher, senior vice president & GM, Omniture Business Unit, Adobe Systems. With new Adobe Social a brand can integrate social media into its overall digital marketing plan, get critical insights and create new content instantaneously.

Most important, it helps to turn social marketing efforts into measurable business results. “Built from a strong foun­da­tion in ana­lyt­ics and stacked with social lis­ten­ing, social man­age­ment and pub­lish­ing capa­bil­i­ties, I can’t help but get excited for our cus­tomers to use it every time I see the live prod­uct at work. The solu­tion gives mar­keters the best and most com­plete set of action­able data avail­able to cap­ture a com­plete snap­shot of busi­ness, and how social plays a role in brand uplift, con­ver­sion, rev­enue, etc. This is another solu­tion we are proud to offer our customers,” added Rencher emphasising the benefits of the new solution.

Adobe Social incorporates technology from Context Optional and Efficient Frontier. Last November Adobe had acquired Facebook advertising-management platform Efficient Frontier. Six months before that, Efficient Frontier had acquired Facebook page-management platform Context Optional. It can be easily integrated with other products in Adobe’s Digital Marketing Suite. It simplifies content creation. In fact with Adobe Social once a brand has created a content it can be sent out to various social network channels easily. It also allows marketers to develop hyper-targeted  content. Finally social advertising is no longer a silo. Marketers can also keep track of the user segments through the integrated Adobe Discover. This will allow brands to push for more revenue from their social media channel.

“With Adobe Social as the newest mem­ber of the Adobe Dig­i­tal Mar­ket­ing Suite, our cus­tomers have the abil­ity to do deep analy­sis, rich cus­tomer seg­men­ta­tion and act on social intel­li­gence across the cus­tomer jour­ney, and across chan­nels and devices. With it, we empower social to drive real busi­ness impact and rev­enue as social breaks out of its silo and becomes a key piece of a brand’s dig­i­tal mar­ket­ing mix,” added Rencher. Also it’s not just Facebook, Twitter or Google +, Adobe Social also works on other emerging social media networks like Pinterest.

And it’s not just about Facebook and Twitter. Senior Product Manager Jeff Jordan says Adobe Social will deliver results for emerging social networks, too. For example, on Pinterest, it can determine which “pinned” images are leading to actual purchases.