Adobe Social and the Adobe Marketing Cloud

When Adobe made the Omniture purchase, I was concerned that they would just give up on the analytics front and the products would be lost among their publishing tools. As we work with more and more clients and see the Adobe Digital Marketing Suite truly assemble, I’m starting to change my mond. Test & Target is a great platform and the seamless integration and common usability to Analytics makes it a must.

Next up is Adobe Social. If you’re an Adobe Analytics user, Adobe Social is pretty much a mandatory implementation.

Adobe Social is a sin­gle prod­uct to man­age social mar­ket­ing activ­i­ties end to end – from buy­ing adver­tis­ing, to pub­lish­ing to fans and fol­low­ers, dri­ving engage­ment and mea­sur­ing busi­ness out­comes. It rep­re­sents not only a sin­gle solu­tion for a business’s core social mar­ket­ing activ­i­ties, but a prod­uct that has the advan­tage of inte­gra­tion with the Adobe Mar­ket­ing Cloud to bring multi-channel mea­sure­ment and opti­miza­tion to the mix. From the Adobe blog.

Adobe lists multiple benefits of Adobe Social:

• Demonstrate social media ROI — Move beyond Likes and shares by connecting social activity to business metrics and identifying which social interactions impact purchase behavior and brand value.
• Optimize your marketing with an end-to-end view of the customer — Use social insights to better understand customer activity and trends. Personalize marketing experiences to reach the right person
  with the right content.
• Improve the efficiency of social management processes — Leverage enterprise-level workflow systems to engage audiences globally and respond to customer conversations locally while balancing control and managing governance across the organization.