At the recent Adobe Digital Marketing Symposium in Singapore, the CEO of Adobe, Shantanu Narayen, talked about his $4 billion company and the enormous growth potential in both digital marketing and digital media. With over $1 billion in sales in 2013, many people in the industry are very keen on hearing what Narayen is doing, and what he has to say.
One of the most important things is about Adobe’s approach to a total marketing solution. From managing content experience to multichannel communication, mobile websites and e-commerce, Adobe is setting itself up to be the one-stop destination for every type of service that a marketer might need. They’ve also aligned themselves with a number of advertising companies in order to be able to do just that.
What Narayen wants to offer is a comprehensive tech platform, and he believes that providing marketers with all of the tools they need to perform better will benefit everyone. Even though Adobe has partnered with advertising companies, Narayen believes that Adobe doesn’t compete with them in the digital space.
Says Narayen, “We provide them with tools. For creative stuff, we are just technology providers. They standardize on the Adobe stack, and they build their specialized modules on top of it. That’s how they differentiate with each other.”
Indeed, Narayen asserts that the market has absolutely no constraints, only Adobe’s capacity to provide the tools marketers need.
“In digital marketing we make sure we anticipate customer demand,” says Narayen, adding that “we make sure that we understand and anticipate their needs.”
Narayen believes that, as far as retail is concerned, it hasn’t developed in the APAC region as well as it has in the United States, but that every retailer and media publisher is Adobe’s customer. Also, while the marketing cloud is their fastest growing opportunity, their focus is more on the creative cloud. In fact, they’re hard work unifying the two in order to make the transition from creative side to market side easier and faster.
Most interestingly, Narayen believes that the marketing cloud is easily a $10 billion opportunity, one that he and his company will no doubt take complete advantage of over the coming years.