Magazine article CRM Magazine

The Evolving Brand

Magazine article CRM Magazine

The Evolving Brand

Article excerpt

ALREADY KNOWN for its wide array of consumer products, Adobe has been breaking new ground in the B2B market through its digital marketing offerings, which include Web content management and analytics tools. "We're a brand on the move," declared Ann Lewnes, senior vice president of global marketing at Adobe, during a keynote speech at this year's Forrester Marketing Leadership and Customer Intelligence Forum. "Adobe is evolving, and our mission is expanding to allow people to manage their content, measure their content ... and ultimately monetize their content."

In the last 18 months alone, Adobe has added numerous companies to its portfolio and launched a digital enterprise platform for customer experience management as well as a next-generation platform for the Adobe Online Marketing Suite. Among its acquisitions are the behavioral data bank DemDex; Auditude, a video ad management and analytics platform; EchoSign, a cloud-based contract and e-signature solutions provider; and Efficient Frontier, a digital ad-buying and optimization platform.

Both Forrester Research and Gartner have named Adobe a "Leader" in their respective research reports. …

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