I’m a year into joining Adobe. Twelve months that are a blur. Colleagues and friends frequently ask me what’s surprising about the company and my immediate response is: the innovation. Adobe has entire businesses that were little known to me before I joined. One of those is the Adobe Marketing Cloud.
Ever since, UCLA Prof. Leonard Kleinrock sent the first message over ARPAnet, the growth of the internet and digitization of information have driven tectonic shifts in society. If you doubt this, try to remember the last time you visited a record shop or a bookstore.
This shift is illustrated by the accelerating transition from traditional forms of marketing and advertising (newspapers, magazines, television, radio) to digital (web based). The Adobe Marketing Cloud supports this move to digital by allowing online businesses to understand and anticipate what individual consumers want – on a website, Facebook, Twitter or wherever they are. These businesses can then use this platform to assemble photographs, text, pricing and other information in less than a nanosecond to deliver a personalized and highly relevant experience for consumers resulting in increased sales and customer satisfaction.
For the consumer this personalization of digital marketing and advertising means a more relevant experience. (As a lover of America’s Pastime, I am constantly bombarded with marketing messages about any number of MLB teams – but there’s only one that I am interested in – and which matters.) As a result, consumers waste less time reading (or deleting) irrelevant advertisements. This shift to digital marketing also allows for a two-way conversation enabling consumers to provide insights back to businesses so that companies can improve their products and services. All these are benefits that are difficult to achieve with static print advertising.
Like other Internet-driven transformations, understanding the world of digital marketing can at times be difficult to understand. Luckily, there’s a nice video that explains in in better detail. (Trust me you’ll enjoy it.)