In a previous article, we learned about the SWOT analysis of Adobe. In this blog, we are going to elaborate the marketing strategy of Adobe.
Adobe is an American multinational software company located in Delaware and headquartered in San Jose, California. It has specialized in software for the creation and publication of a wide range of content, photography, illustration, animation, video, and print.
The company is also working on digital marketing in the year 2021 it was considered one of the top global leaders in customer experience management. The area served by adobe is worldwide.
So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested in marketing, check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.
We will learn the entire marketing strategy of Adobe by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.
About Adobe – Company Overview
Adobe Inc. is headquartered in San Jose, California and was founded in the year 1982 by John Warnock and Charles Geschke. The founders designed and created a programming language designed to work on the description of the shape, position and size of objects and display it on a computer-generated page, later called PostScript.
The 8th ranked company in the best companies to work in India list: 2021 edition, Adobe specializes in developing a line of software applications belonging to design and illustration niches, which makes the process of designing digitally easier and more interesting. Adobe is the reason for revolutionizing digital design and illustrations. Adobe envisions to take the worldwide web forward by providing the best tools and services for the web designers and developers in the world.
The first major application launched by the company was Adobe Illustrator in the year 1987.
| CEO | Shantanu Narayen |
|---|---|
| CMO | Ann Lewnes |
| Area Served | Worldwide |
| Industry | Photoshop, Acrobat reader, creative cloud. |
| Market Share/ Revenue | $15,785,000 |
| Vision | To bring digital creation to life and deliver an impressive compelling experience. |
| Tagline | Changing the world through a digital experience. |
Marketing Strategy of Adobe
Adobe became successful due to its marketing strategy; it ran video ads as well as various campaigns.
Segmentation, Targeting & Positioning
Market segmentation is the system via which Adobe decides to phase the general marketplace into smaller segments and businesses which have comparable attributes, shopping for behaviour, socio-financial background, etc. This is executed to attain the institution of customers extra correctly and effectively.
Remember that Adobe Target was initially a standalone product. This required it to develop a unique segmentation engine. Target-only segments can make use of the following data and are hit-based:
- User-Agent- From this value, Target can infer the operating system, browser, and mobile. Be aware that the User-Agent, which the browser voluntarily sends, might not be very accurate. For instance, using this parameter alone makes it impossible to identify the iPhone or iPad version.
- Time- Used for creating time-framed segments.
- Profile- Adobe keeps track of specific features of visitors and put them in visitors’ profiles like new visitors or returning visitors.
- URL- Segments based on the current page the visitor is on the website.
- IP address- This provides information that can mainly be used for segmentation.
Adobe offers an advanced fee proposition, it phases the clients primarily based totally on essential demographic criteria – profits of the potential purchaser and lifestyles cycle degree. One of the maxima broadly used demographic segmentation frameworks in the United States via means of numerous entrepreneurs is – PRIZM.
Brand positioning and fee proposition positioning are important to market fulfilment in today’s aggressive market. Adobe wishes to put its product in this type of manner that it creates a – awesome image, and presents a selected identity/reference factor of the product and offerings withinside the purchaser’s mind. Brand positioning and product differentiation have ended up more and more important due to the downing of manufacturing prices withinside the Software & Programming enterprise.
Marketing Campaign
This campaign was about the creativity around us, this campaign helps to know how useful adobe is and how adobe promotes creative thinking. The campaign was also creative and innovative. In this ad campaign, a woman who is travelling in a mode of public transport and glancing all over around creates innovative ideas in her mind this is what Adobe is trying to promote. They are focusing on how to make creativity easy. This campaign was launched one year ago which increased the revenue of adobe in the covid times.
This campaign was to find and engage with C-level customers, regardless of location, to drive enterprise business, Leverage customer data to drive 100% programmatic advertising strategy, and Boost the performance of advertising campaigns without sacrificing the quality of experience or control. This leads to a 30% increase in reach including display audio, video, TV, Connected TV, etc. Engaging consumers via screen, device and channel they most preferred to.
This campaign is the latest campaign of adobe. According to this, we are constantly finding new ways to inspire and empower our community’s tall stories. People believe that creativity is something special or exclusive and few lucky people could use that, but adobe believes that creativity belongs to everyone and everyone should have access to it.
Billie and adobe are coming together with her new album “ Happier Than Ever ” created using Adobe creative cloud.
Social Media Marketing
Adobe is active on Instagram, Facebook, LinkedIn, and Twitter. The followers of adobe are as follows:-
Instagram- 1.3M
Facebook- 373K
LinkedIn- 3.5M
Twitter- 494.34K
Adobe is most active on LinkedIn. Posting an average of 3 posts each day. The posts are mostly promotional as well as informational.
SEO Strategies
As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see the number of keywords adobe consists of 3,968,420. Therefore we can consider adobe is amazing. Adobe has 47,566,219 organic monthly traffic which is considered to be amazing.
Influencer Marketing
Adobe is having a partnership with Billie Eilish in a campaign which was discussed above in the campaign section where adobe and Billie Eilish together promoted creativity. They came up with a new album name” Happier Than Ever ” which was created by a collaboration between Adobe & Billie. Apart from Billie Eilish “Keli Anderson” an artist who uses Adobe creative cloud features and promotes through youtube.
E-commerce Strategies
Adobe sells all products which include the Creative Cloud app, photo, graphic design, video, illustration, etc on their website which is adobe.com. They also have separate apps for all the products which we will cover later.
As you can see above, all types of products are available according to individuals, businesses, students & teachers, schools & universities.
Mobile App
Adobe has so many mobile apps consisting of the PDF reader, Adobe scan, Adobe express for graphic design, Adobe creative cloud, Adobe Photoshop, Adobe capture: illustrators & Ps. All of these apps are used widely and have average downloads of 5M+. These apps help in creating content or editing it through mobile phones only all facilities are available on the phone through all of these apps.
Content Marketing Strategies
Adobe offers content that caters to its two primary target audiences- businesses and creative artists. Adobe has created a platform called BEHANCE to enable users to showcase their work on the platform. Adobe has a good blog network. The blogs teach the user how to use the company’s products like Adobe Photoshop, Adobe Lightroom etc. this helps attract the designer and developers companies.
Adobe conducts conferences like Adobe MAX: The creativity conference and Adobe Summit – The digital experience conference which offers professional designers an opportunity to network and learn.
This ends the elaborative marketing strategy of Adobe. Let us conclude our learning below from the marketing strategy of Adobe.
What’s Unique in Adobe Marketing?
In this blog, we have seen how adobe’s marketing strategy works. We also saw how adobe is gaining love and support as it is promoting creativity. This adobe app is affordable. In today’s world, almost every person is there on the internet and the value of good or creative content is increasing. This leads to an increase in demand for such facilities which are provided by adobe.
Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Adobe has given you a good insight into the company’s marketing strategies.
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