CEM - in center of Adobe's strategy

How do you think, what is the foundation of Adobe's business? Design programs (Photoshop, Dreamweaver, Premiere ...). Maybe Flash? Perhaps PDF? It turns out that all these technologies - are only means to achieve a higher goal. Adobe's strategic spheres of competence are shown in the picture above, and the central object in this scheme is CEM - Customer Experience Management. Indeed, the multimedia content created in Adobe's design software: graphics, websites, videos ... - is primarily intended to impress customers. Flash and PDF form the platform to deliver this multimedia content via any computer or mobile device. Adobe LiveCycle solutions help to engage customers in business processes. But recently Adobe CEO Shantanu Narayen recognized that there is a missing part in this puzzle: "This creative job is worthless without analytics and tracking revenue and statistics."

Therefore Adobe directed all its efforts on online marketing. In 2009, the company acquired Omniture, which develops Web-analytic solutions and in 2010 - acquired Day Software, that specializes in web-content management and social collaboration. On the basis of these two solutions Adobe created Adobe Online Marketing Suite that allows to build a website, analyze the success of company online presence and gather valuable information about the customer base.

And of course, engaging in online marketing, Adobe could not help drawing attention to its most popular trend - interaction with social networks. Today, the company announced the new application SocialAnalytics that listens to social networks in order to hear what people saying about company brands and products. SocialAnalytics monitors Facebook, Twitter, Youtube (in total 45 sources), provides to marketer the messages that mention the company or its brands, and create reports on how the social web react on company news.

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