Diversified software company Adobe is becoming increasingly competitive as an end-to-end creative and marketing solution. It continues to expand its creative offering, while capitalizing on new opportunities in digital marketing, optimization, document management, and publishing. With its brand value experiencing a sharp rise this year, such bets are clearly paying off.
A clear sign of Adobe’s responsiveness to market trends is its development and rollout of mobile apps to complement its Creative Cloud suite. Such apps allow users to easily create and share content back and forth between mobile and desktop apps. The company is also making some of Photoshop’s best features available to outside app developers at no cost—a strategic move meant to keep the brand’s tools recognized and relevant among both enterprise and individual customers. Such evolutions in its business model underscore the company’s aggressive push to advance its creative legacy, a strategy embedded in its recent communications, including the creative “Make It” campaign. In August 2015, Adobe evolved the campaign to demonstrate how Adobe tools enable expression anywhere, at any time, via mobile capture apps. Artists in remote locations were invited to use Shape, Brush, Color, and Comp CC to capture and create what inspires them, and their work is being showcased in Adobe’s marketing. The campaign is also informing partnerships—most recently with the antihunger organization FEED. Adobe and FEED’s “Make It Challenge” invites creatives to compete to design FEED’s 2015 holiday campaign.
Positioning itself as the leader in digital marketing and publishing, Adobe introduced Adobe
Experience Manager Screens and Adobe Target, both of which use the Internet of Things and intelligent location technology to allow marketers to create more personalized experiences in stores, hotels, and elsewhere. From a capabilities perspective, Adobe’s partnership with Microsoft Dynamics CRM uses data to inform better customer experiences—reinforcing Adobe’s commitment to helping enterprise customers drive measurable business results.
Rounding out its cloud offering, this year the company also introduced Adobe Document Cloud, a solution for managing documents, aimed at addressing the waste and inefficiencies associated with document processes. As part of this offering, Adobe is seeking to bring e-signatures into the mainstream by delivering free e-signing as part of an integrated solution.
Adobe’s flexible, business-driven approach is proving to be successful. Within the last five years, Adobe’s stock price has tripled, its subscriber count has reached more than 4 million, and it surpassed first-quarter Fiscal Year 2015 goals for new customer acquisition. Driven by this momentum, Adobe’s brand value has increased 17 percent in the past year.