As part of a business restructuring programme Adobe are to employ a greater focus on digital marketing and media. In a recent statement the company professed their interests saying that they will “aggressively invest” in these sectors.
By investing in these areas Adobe are hoping to set themselves up as a “mission critical provider” to digital marketers, helping them to drive and manage their campaigns. The move will rely upon the greater monetisation of using Adobe creative products for creating and publishing content for use within multichannel marketing strategies.
Adobe’s executive VP, Mark Garrett sees the move as a major “shifting of business emphasis” and stated that the strategy is being followed due to a desire for “faster and more predictable growth.” The move is entirely understandable from Adobe’s point of view, particularly after recent news of Flash mobile being dropped; the demise of flash based websites in recent years and the growth of HTML 5 are taken into consideration. Response to these pressures is certainly an objective for Adobe who is now focussed on delivering the “most advanced PC web experiences” in the future.
