WHY IT MATTERS: Digital Transformation

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Intermediate/ Digest...

Tomorrow Adobe is announcing new features that will enable marketers to react immediately to customer or prospect actions, an app store to make integrating with hundreds of new marketing technologies simple and fast, and more, including a new Media Optimizer that, it says, improves search ad effectiveness by 25 percent.

Adobe is also adding an app-store like exchange as a new core service to its marketing cloud, which it just significantly updated in March. The Exchange had been in beta and is now generally available as a core service across all marketing cloud components.

Media Optimizer consists of predictive modeling algorithms that use big data to predict campaign performance, campaign analysis via Adobe Analytics, remarketing capability, the new real-time campaign management features, and a new retail advertising optimization tool.

From ChiefMarTec:

They’re launching with more than 150 apps in their exchange, which has apparently already been leveraged by more than 1,200 major brand customers worldwide in an extensive beta program.

This is not a we do everything you would ever want in digital marketing position. This is a position that acknowledges that third-party innovation is a critical part of digital marketing — that a 1,000 innovators of marketing technology can be an incredible source of strength. This is a we can be the foundation of everything you would ever want in digital marketing position.

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