The rise of the integrated marketing stack: a look into Adobe’s Marketing Cloud
Organizations need agility to craft and distribute useful marketing messages that can convert in a highly segmented, fickle marketplace. With seemingly countless marketing solutions now available, the advent of the ad stack – both independent and platform-based – is in full swing. Of the many different options available, an innovative solution from one of the digital environment’s older and well-established names is leading the charge for comprehensive, flexible, vertically integrated marketing suites that is redefining the industry – Adobe.
Adobe’s Marketing Cloud at a Glance
Available on a subscription basis with several optional components that range in specialty from Adobe’s creative foundation to analytics platforms, campaign management tools, and social media integration, Marketing Cloud aims to be a one-stop shop for organizations needing a comprehensive solution without relying on different vendors.
Using the universal Adobe interface as the basis for most of the component UIs, Adobe takes full advantage of its popularity to create an immediate sense of familiarity between the user and the many different parts available within the platform. Perhaps more importantly, however, organizations can choose which of those components are necessary for their specific needs, not forced to subscribe to unneeded functions that would increase costs and complexity.
As a direct competitor to similar platforms from both digital titans like Google and Yahoo as well as ad stacks from specialized vendors, Adobe’s Marketing Cloud shines with its ability to seamlessly combine immersive, engaging, customized creative with the distribution channels most impactful in reaching a highly segmented audience with wide-ranging affinities. Its analytical tools allow organizations to track results in real time, measuring effectiveness through the ever-important metrics needed to inform and guide the campaign amongst a crowded and complicated marketplace.
Although a streamlined and efficient ad stack solution for any organization requiring a considerable degree of vertical integration, those that are unfamiliar with the classic Adobe UI face a steep learning curve that, while in no way too great of a barrier to prevent proper implementation and usage, can be somewhat overwhelming at first. With an abundance of training materials available as well as outstanding customer service, however, Adobe’s Marketing Cloud should always be on the short list of options for organizations in search of a potent ad stack that blends utility with convenience, power with flexibility.
Is Adobe’s Marketing Cloud Right for You?
As compelling a solution as Adobe’s Marketing Cloud can be for most organizations; it’s not the only solution available. In fact, when an organization is in need of a new ad stack platform, the decision should always begin with a choice between a comprehensive, unified platform and an independent ad stack built of several best-in-breed vendors that are market leaders in specific functions but don’t necessarily work well in conjunction with one another.
Simply put, organizations must choose between a high degree of convenience and efficiency versus maximum ability. For instance, if an organization needs a comprehensive analytical platform that specializes in isolating and analyzing nuanced metrics, they might be best served to build an independent ad stack built around a specialized analytics platform. In this case, while a vertically integrated solution like the Adobe Marketing Cloud is abundantly useful and more than adequate for the vast majority of organizations, it’s analytical abilities might fall short of this highly specialized need.
For organizations looking for a combination of power and convenience, the Adobe Marketing Cloud is writing a new ad stack narrative, one that effectively addresses nearly all of the marketing needs for the majority of companies within the marketplace. Organizations no longer have to choose between ability and efficiency.
