Established in the year 1982, Adobe is a profound name in digital world that serves the needs of the digital marketing global leaders and offer them the apt digital media solutions.
Adobe offers a whole line of products that are highly familiar with the people belonging to the digital industry. After acquiring its main rival Macromedia, Adobe added the following to its product line:
- Adobe ColdFusion
- Adobe Captivate
- Adobe Director
- Adobe Acrobat Connect
- Adobe Dreamweaver
- Adobe Fireworks
- Adobe Flex
- Adobe Presenter and much more
The comprehensive list of digital marketing tools and digital media solutions offered by Adobe enables its prestigious customer base to frame such cutting edge digital content that in turns helps to achieve greater business success.
Adobe follows a very interesting philosophy for its customers, which can be abbreviated as 2 M’s: Make, Manage, Measure and Monetize content across several channels.
Content marketing was opted by Adobe to create and share such effective content that could bring about effective results in terms of acquiring and retaining the targeted set of customer base.
Adobe Business Objectives
Listed below are two of the major business objectives set by Adobe:
- To grab the attention of the hard-to-reach marketers
- To raise awareness about its digital marketing solution
Approach/Strategy Adopted by Adobe
Initially, there were several challenges that Adobe had to confront in terms of approaching the correct segment of marketing executives. Adobe was in the look-out for a substantially reliable yet result oriented channel that could trigger its motto of generating its brand awareness amongst the ideal set of people.
Content marketing came to the rescue of this digital media solution’s providing brand as it worked in the favour of marketing executives & marketing decision makers and build a good rapport with them.
Adobe smartly cashed upon the opportunity of targeting the customer base through LinkedIn’s Sponsored Updates. The LinkedIn feeds shared comprised such effectively strategized content that automatically grasped the attention of especially the marketing executives.
In order to effectively engaging yet crisp strategized content, LinkedIn’s Sponsored Updates turned was counted upon to achieve what was desired in their digital strategies. The publishing platform that LinkedIn offered acted as a boon for Adobe to reach out to the digital marketers.
The entire campaign primarily comprised of LinkedIn feed targeting the US marketing decision makers. The focus was laid on thorough content based leadership that comprised of several attractive inforgraphics primarily focusing the marketing executives, highlighted the tips and tricks for marketers etc. Besides this, there were several humourous videos that focused on promoting Adobe Marketing Cloud. Also, the focus through this content based marketing highlighted Adobe-commissioned research based tips.
The resultant factor was that the performance of this campaign was reflected through Facebook’s data which was based on the level of interactiveness and engagement of individuals through the content reflected on LinkedIn’s Sponsored Update’s platform.
Results Achieved By Adobe
Ideally, Sponsored Updates turned out to be in the favour of effectively shaping global digital marketer’s perception of Adobe.
The key results of leveraging content marketing by using LinkedIn’s Sponsored Updates which were depicted by the marketing decision makers were as follows:
- 50% more likely to agree that “Adobe is shaping the future of digital marketing”
- 2.5 times more likely to agree Adobe’s Sponsored Updates “captured their attention”
- 79% more likely to agree that “Adobe can help me to optimize my media spend”
Adobe’s initiative to further spread a word about its comprehensive line of products, it leveraged LinkedIn’s Sponsored Updates quiet efficiently the resultant factor was decent visibility through groundbreaking content strategy. By catching the nerve of the problem at the right time, Adobe could figure out the perfect solution by sharing relevant content to reach out to hard-to-reach out marketing executives.