Adobe has announced the general availability of Adobe Social, its social marketing solution, which utilizes the Adobe Digital Marketing Suite, and includes extensive analytics into social engagement, as well as ad and app creation, and engagementn and social listening tools all in one platform.
We had a chat with Adobe’s John Mellor and Jeff Jordan, who demoed the offering, and it’s quite impressive. “We’ve moved beyond CRM without leaving it behind,” Jordan says.
“The problem for most marketers is that they have a hard time seeing what influence the relationships they have nurtured on social networks have on customer behavior,” says Adobe’s Lawrence Mak. “Where exactly does it make an impact? The ‘soft metrics’ of social marketing—Likes, comments and retweets—don’t directly point to how social impacts purchase decisions along the customer journey. So instead of strategizing based on business data and results, marketers are relying on their intuition that social media impacts their business.”
The analytics go so far as to let you see which conversations (and who is engaging in them) are driving revenue, and how much these conversations are actually worth in a dollar amount.