The Adobe/Omniture Merger: What It All Means

It’s not often that the geeky world of web analytics gets some sexy news, but that was the case on Sept. 15, when content creation tool provider Adobe Systems announced its intent to acquire Omniture, the web analytics vendor, for $1.8 billion.

It’s not often that the geeky world of web analytics gets some sexy news, but that was the case on Sept. 15, when content creation tool provider Adobe Systems announced its intent to acquire Omniture, the web analytics vendor, for $1.8 billion.

The goal of the merger, according to Adobe CEO Shantanu Narayen, is to create a holistic way to develop creative content and measure the value of that content — be it video, web pages, mobile or social media — to “close the loop” in the content creation and content measurement worlds.

With optimization capabilities embedded in Adobe’s creation tools, designers, developers and online marketers will have an integrated workflow that’ll streamline the creation and delivery of content and applications, according to an Adobe press release. The optimization capabilities also will enable advertisers and advertising agencies, publishers, and e-tailers to realize greater ROI from their digital media investments, and improve their end users’ experiences.

While mergers happen every day, this one appears to be game-changing, at least according to the myriad of comments from vendors in the space that appeared in my inbox right after the announcement was made.

Russ Mann, CEO of Covario, said the merger is “a brilliant strategic move for Adobe, one that could change the rules of the game for digital media — from creation to measurement to monetization.”

He also offered specific examples about what the Adobe media world would be like. They include the following scenarios:
• Video developers and agencies will be able to build Adobe Flash creative with Omniture tracking codes implanted from the beginning, enabling them to track the views of creative across the web.
• Web design firms and e-commerce companies can create dynamic landing pages and rich internet ads via Adobe that have tracking and multivariate testing codes via Omniture. These codes will allow marketers to create pages and new forms of user-customized content.
• PDFs could be tracked, providing valuable metrics for the creators of such content.

Blaine Mathieu, chief marketing officer of Lyris — and former executive at Adobe Systems — said the acquisition demonstrates that the online marketing space is heating up.

“While the large enterprises that Adobe and Omniture serve will have the money and experience to understand the ROI of an integrated suite,” he said, “we believe this deal will also trigger marketers in midsized businesses to better understand the value of an integrated online marketing tool set.”

What do you think it all means? How will it affect your interactive marketing programs and strategy? Let us know by posting a comment here.

The Adobe/Omniture Merger: What It All Means

It’s not often that the geeky world of web analytics gets some sexy news, but that was the case on Sept. 15, when content creation tool provider Adobe Systems announced its intent to acquire Omniture, the web analytics vendor, for $1.8 billion.

It’s not often that the geeky world of web analytics gets some sexy news, but that was the case on Sept. 15, when content creation tool provider Adobe Systems announced its intent to acquire Omniture, the web analytics vendor, for $1.8 billion.

The goal of the merger, according to Adobe CEO Shantanu Narayen, is to create a holistic way to develop creative content and measure the value of that content — be it video, web pages, mobile or social media — to “close the loop” in the content creation and content measurement worlds.

With optimization capabilities embedded in Adobe’s creation tools, designers, developers and online marketers will have an integrated workflow that’ll streamline the creation and delivery of content and applications, according to an Adobe press release. The optimization capabilities also will enable advertisers and advertising agencies, publishers, and e-tailers to realize greater ROI from their digital media investments, and improve their end users’ experiences.

While mergers happen every day, this one appears to be game-changing, at least according to the myriad of comments from vendors in the space that appeared in my inbox right after the announcement was made.

Russ Mann, CEO of Covario, said the merger is “a brilliant strategic move for Adobe, one that could change the rules of the game for digital media — from creation to measurement to monetization.”

He also offered specific examples about what the Adobe media world would be like. They include the following scenarios:
• Video developers and agencies will be able to build Adobe Flash creative with Omniture tracking codes implanted from the beginning, enabling them to track the views of creative across the web.
• Web design firms and e-commerce companies can create dynamic landing pages and rich internet ads via Adobe that have tracking and multivariate testing codes via Omniture. These codes will allow marketers to create pages and new forms of user-customized content.
• PDFs could be tracked, providing valuable metrics for the creators of such content.

Blaine Mathieu, chief marketing officer of Lyris — and former executive at Adobe — said the acquisition demonstrates that the online marketing space is heating up.

“While the large enterprises that Adobe and Omniture serve will have the money and experience to understand the ROI of an integrated suite,” he said, “we believe this deal will also trigger marketers in midsized businesses to better understand the value of an integrated online marketing tool set.”

What do you think it all means? How will it affect your interactive marketing programs and strategy? Let us know by posting a comment here.

The Future of DM: It’s Interactive

Earlier this week, the Direct Marketing Association released a qualitative report on the future of direct marketing, concluding that it will most certainly be interactive.

More on how the report was put together in a moment. Bottom line: Customers will be in control, analytics will rule and digital marketing will increase.

Earlier this week, the Direct Marketing Association released a qualitative report on the future of direct marketing, concluding that it will most certainly be interactive.

More on how the report was put together in a moment. Bottom line: Customers will be in control, analytics will rule and digital marketing will increase.

The DMA asked more than 35 well-respected direct marketing leaders — including copywriting maven and columnist Herschell Gordon Lewis of Lewis Enterprises, Alan Moss of Google, Jeanniey Mullen of Zinio, and Akira Oka of Direct Marketing Japan — their opinions on the future of direct marketing and their industries/segments. The report provides insight into what these leaders think about the short- and long-term future of direct marketing.

Specifically, they were asked the following questions:
* Where do you think direct marketing will be in five years? Ten years?
* How should direct marketers prepare for these changes?
* How will your industry/segment change during this time?
* How is the state of our nation’s economy impacting your industry/segment?
* How do you think the election of Barack Obama will affect the direct marketing community?

The report revealed the following about the future of direct marketing in the next five to 10 years:

Customers will be in control. Technology has given consumers myriad choices, options and resources that let them find what they want and skip over what they don’t. Technology also will continue to advance, opening up great opportunities for both consumers and marketers.

Measurable and accountable marketing will increase. The health of the economy has made marketers think and rethink about where to put each dollar of their marketing budgets, according to the report. As a result, allocations will move away from traditional channels such as catalog and direct mail into digital channels, which are intrinsically more measurable.

Traditional DM will decrease; digital marketing will increase. Environmental pressures, postal rate hikes and the potential for a do-not-mail bill will result in a decrease in both direct mail and catalog volume. Digital has many advantages over traditional DM, such as its ability to track real-time measurements; create more targeted, relevant and personalized messages; and reach new generations of consumers who were born with a mouse in hand.

Many channels, one message. It’s not all bad news for direct mail and catalogs, though. Integration always has been a key component to direct marketing and will only increase in importance as the number of viable channels increases, the report says. There also will be a movement from single channel campaigns to more integrated, multichannel strategies. These campaigns have the same message across multiple channels, allowing marketers to reach more customers, who have more opportunities to respond via the channel of their choice.

While the death of direct mail will not come in 2009 — or any time in the near future — interactive marketing clearly is growing in importance. If you’re not participating in any interactive marketing programs now, it’s time you start. Your future depends on it.