Adobe has announced the general availability of Adobe Social, its social marketing solution, which utilizes the Adobe Digital Marketing Suite, and includes extensive analytics into social engagement, as well as ad and app creation, and engagementn and social listening tools all in one platform.
We had a chat with Adobe's John Mellor and Jeff Jordan, who demoed the offering, and it's quite impressive. “We’ve moved beyond CRM without leaving it behind," Jordan says.
"The problem for most marketers is that they have a hard time seeing what influence the relationships they have nurtured on social networks have on customer behavior," says Adobe's Lawrence Mak. "Where exactly does it make an impact? The 'soft metrics' of social marketing—Likes, comments and retweets—don’t directly point to how social impacts purchase decisions along the customer journey. So instead of strategizing based on business data and results, marketers are relying on their intuition that social media impacts their business."
The analytics go so far as to let you see which conversations (and who is engaging in them) are driving revenue, and how much these conversations are actually worth in a dollar amount.
The app creation feature is pretty cool in that it allows you to quickly and easily make a social app with some simple dragging and dropping, potentially saving tons of time and costs. Jordan says with this product they've "sidestepped the entire process" of app development.
And of course there are measurement and targeting tools for the apps you create.
This includes personalized landing pages:
Then you get to analyze your campaigns:
"We’ve all been there, that awkward adolescent phase," says Adobe's Brad Rencher. "Fortunately, most of us, but not all of us (you know who you are) grow out of it. Social marketing is no different. After an awkward adolescent phase, social is becoming a grown-up contributing member of business. Just like those yearbook photos that we hope will never surface — with the mullets, braces, and unfortunate “why-did-I-ever-wear-that” wardrobe combinations — so has it been with social. Like my two high-school friends who didn’t want to leave it all behind and cried on graduation night, social doesn’t have a choice; it has to grow up. Social must mature from fuzzy metrics to real business impact and revenue, because that is the influence metric that matters most to businesses."
"Our customers represent the top brands in every vertical market, and they’ve lived it," he adds. "They have been investing in the future of social since they saw its potential to create more meaningful experiences for and authentically connect to consumers. Our customer’s drive to deal with this new reality is the reason we built Adobe Social."
Adobe has spent about $2.5 billion in the digital marketing department over the past couple of years, and this appears to be the real beginning of what we will see from the company in that space.