Adobe Cesareans Cross-Channel From The Email Market
Image Source: Ronald Grant Archive
Over the summer, we were all treated to an abundance of headlines proclaiming that Adobe, Oracle, and Salesforce were engaging in a marketing cloud war. Yet the relevant acquisitions — Neolane, Eloqua, and ExactTarget, respectively — only engaged in border skirmishes, since each focused on the distinct, yet adjacent, markets of campaign management, B2B marketing automation, and email marketing. Indeed, each of the strategic acquirers either already had partnership agreements in place or agreed to partner on the heels of the acquisitions.
The app economy is blurring the lines and opening up new opportunities, with a lot of new entrants in the mobile space, be it with mobile CRM and analytics, store analytics, dedicated gaming analytics, etc. A bunch of players have raised more than $250+ million among the likes of Flurry, Urban Airship, Crittercism, Kontagent, Trademob, Apsalar, App Annie, and Localytics, to name a few. Expect a lot of innovation and acquisitions in that space once mobile is more naturally integrated into digital marketing strategies.
On average, mobile now represents more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some countries, such as India, mobile has surpassed PC traffic. Marketers are integrating mobile as part of their marketing mix, but too many have not defined the metrics they’ll use to measure the success of their mobile initiatives. Many lack the tools they need to deeply analyze traffic and behaviors to optimize their performance.
Thirty-seven percent of marketers we surveyed do not have defined mobile objectives. For those who do, goals are not necessarily clearly defined, prioritized, and quantified. Half of marketers surveyed have neither defined key performance indicators nor implemented a mobile analytics solution! Most marketers consider mobile as a loyalty channel: a way to improve customer engagement and increase satisfaction. Marketers must define precisely what they expect their customers to do on their mobile websites or mobile apps, and what actions they would like customers to take, before tracking progress.
Adobe Systems is a pioneer and fast mover in the public cloud and in so doing is showing that there is nothing for infrastructure & operations professionals (IT Ops) to fear about this move. Instead, as they put it, the cloud gives their systems administrators (sysadmins) super powers ala RoboCop.
This insight was provided by Fergus Hammond, a senior manager in Adobe Cloud Services, in an analyst webinar conducted by Amazon Web Services (AWS) last month. Hammond (no relation to Forrester VP and principal analyst Jeffrey Hammond) said that Adobe was live on AWS in October 2011, just 8 months after its formal internal decision to use the public cloud platform for its Adobe Creative Cloud. Prior to this there were pockets of AWS experience across various product teams but no coordinated, formal effort as large or strategic as this.
No sooner had I posted a blog on the issues of digital myopia than I got on a call to learn that Adobe Systems acquired Neolane, under the auspices of the fact that digital is part of marketing, not that digital is the only thing in marketing. This is a very interesting deal (full disclosure, Suresh Vittal, the chief product officer, was a peer of mine at Forrester until December of last year) for a number of reasons:
It continues to place Adobe in the crosshairs of IBM, salesforce.com, Oracle, and SAP. Adobe continues to invest in areas that much larger companies have set their sights on — in this case, with the recent acquisitions of Eloqua by Oracle, ExactTarget by salesforce.com, ongoing acquisitions at IBM, and so on (see Forrester commentary by Mark Grannan here and by Shar VanBoskirk here). With Adobe now firmly in this mix, it will be going up against enterprise-level suppliers, not just marketing department deployments.
Last week, Forrester got about 700 of our friends together (ok, conference attendees) to figure out what is cool and what is critical in marketing today as well as what is likely to cross from the former to the latter. We had amazing presentations from major consumer goods, retail, insurance, and technology brands tackling these different issues.
Below, I have included the graphic illustrations of these presentations (courtesy of Kate Dwyer at Collective Next), highlighting the key takeaways from each. In them, you can see the stories and concepts that our speakers revealed to help the audience progress in this complex marketing world we now live in.
Branding is cool again, according to Chris Stutzman. He studied the relationship expressed by consumers between things like brand pride and brand uniqueness and how they influence premium prices and willingness to recommend. His insight: 21st century brands will be built on different foundations than 20th century brands, especially as they relate to what leads the marketing effort. Product-led brands will suffer as experience-led brands thrive (Note: His report will be coming out soon, but here is preview from Advertising Age).
As 2011 begins to wind down, we can look back on the progress made over the last 11 months with a lot of pride. The market stepped significantly forward with big gains in adoption by leaders Amazon Web Services (AWS) and Rackspace, significant growth in the use of clouds for big data, training, test and development, the creation of landmark new services, and the dawning of the App-Internet era. Cloud technologies matured nearly across the board as did transparency, security, and best practice use and adoption. But there’s much more growth ahead as the cloud is no longer a toddler but has entered the awkward teenage years. And much as found in human development, the cloud is now beginning to fight for its own identity, independence, and place in society. The next few years will be a painful period of rebellion, defiance, exploration, experimentation, and undoubtedly explosive creativity. While many of us would prefer our kids go from the cute pre-teen period straight to adulthood, we don’t become who we are without surviving the teenage years. For infrastructure & operations professionals, charged with
But there's another big story behind this Flash fiasco that has successfully remained off the radar of most. It's the answer to this question: How do the media companies -- you know, those people who use Flash to put their premium content online everywhere from Wired.com to hulu.com -- feel about having their primary delivery tool cut off at the knees?
Answer: Media companies hope to complain all the way to the bank.
First, a bit of disclosure. I'm the one who went on record explaining that the lack of Flash is one of the reasons I am not buying an iPad. So I'm clearly not a fan of the anti-Flash rhetoric for selfish reasons: I want my Flash content wherever I am. But I've spent the last few weeks discussing the Apple-Adobe problem with major magazine publishers, newspaper publishers, and TV networks. Their responses are at first obvious, and then surprisingly shrewd.