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Social engagement was found to be the top priority for the next year, alongside content strategy and mobile optimisation. With our annual state of social study showing in December 2011 that 64% of businesses have matured beyond basic use of social media, that desire for a deeper connection was no surprise.One area that the briefing did happily highlight however is the the growing importance of connection between digital activity and offline marketing. Though integration is often on the lips of marketers from all walks, actually connecting the two in reality is still an arduous task.
New research about digital marketing trends published today shows that social media engagement is rated as both the top priority and most exciting opportunity for companies this year.
But while the fourth Quarterly Digital Intelligence Briefing, published by Econsultancy in association with Adobe, shows a huge appetite for social media programmes, there is a worrying lack of commitment to investment in associated analytics and measurement.
Adobe today announced that it has acquired digital marketing technology and services company Efficient Frontier, though the value of the deal has not been disclosed.
According to Adobe, the move will "add multichannel ad campaign forecasting, execution and optimization" to its current offerings.
It was a significant announcement that raised a lot of eyebrows, and led some to question whether the end of Flash is near. One of Apple's biggest fanboys even went so far as to declare the company's retreat from mobile Steve Jobs' last triumph.
Deciding the right way to measure their social media investments is a top priority for the majority (56%) of marketing directors, according to a new study.
The Adobe survey, carried out by Vanson Bourne, polled 500 marketing directors in the UK, France, Germany, Italy, and Scandinavia, looking at the usage, measurement and attitudes to social media marketing across the continent.
For Adobe, the rise of mobile, and the iPhone and iPad in particular, has been bittersweet.
Yes, the company most recognizable to consumers for its Reader and Flash products, has plenty of new opportunities thanks to mobile, but exploiting them has required the company to look at a number of Plan Bs.
The primary reason: Apple doesn't like Flash. Adobe tried to persuade Apple that Flash isn't so bad, but that wasn't going anywhere, so the company has been increasingly betting its mobile future on other technologies, like HTML5.
Adobe launched its Digital Enterprise Platform last week as part of its goal of providing companies with a full suite of customer experience management (CEM) products in a multichannel age.
We have interviewed Kevin Cochrane, Adobe’s vice president of enterprise marketing, who talks about the increased focus on customer experience across a range of business sectors and explains why technology is only part of the equation.
The old adage "There's nothing new under the sun" might not seem applicable to the technology industry, where so much innovation takes place. But sometimes it is very applicable.
Case in point: Muse, a new online tool Adobe has launched which is supposed to make it easy to "design and publish HTML websites without writing code."
Not sure why Apple hasn't permitted your awesome iPad app in the App Store? Worried about developing an iPhone app using anything but Objective-C?
Rejoice. Yesterday Apple made a major, unexpected announcement: it's going to be providing official guidelines "to help developers understand how we review submitted apps" and it's also easing restrictions on the tools developers can employ when developing for the iPhone/iPad.
In April, Apple CEO Steve Jobs explained in detail why consumers aren't going to see Flash support on the iPhone and iPad. Long story short: Adobe Flash "is no longer necessary." Although Apple's lack of support for Flash is often cited as an iPhone/iPad drawback, Flash certainly isn't going to win a whole lot of popularity contests either. But the question remains: is there a place for Flash in the mobile market?
We may soon have an answer.