Firms urged to use digital marketing
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Adobe Asia Pacific President Paul Robson
Adobe Korea President Eric Choi
By Yoon Sung-won
Adobe Korea pledged Wednesday to invest more in the country to help raise business leaders’ awareness about cloud-based digital marketing.
Adobe Asia Pacific President Paul Robson said that most marketers in Korea believe digital marketing can create a competitive advantage for their companies, but only half of them say their leaders are aware of the benefits it can create.
“The quicker Korean companies invest in digital marketing, the more competitive advantages they can get. The country will remain a key market for us,” Robson said at a press briefing in Seoul.
He added that digital marketing is one of the two pillars of Adobe’s business alongside its representative content production service that includes Photoshop, Illustrator and InDesign.
“With Adobe Marketing Cloud, we have integrated all key areas of business marketing. It helps companies produce meaningful content out of data and analysis, then manage and measure it to ultimately monetize it,” he said.
Robson said digital analytics refers to analysis of patterns that show how customers consume content on digitalized channels such as mobile phones, tablet computers and the Internet. Based on analytics, digital marketing solutions give insight on “what, when and how to offer things to customers,” he said.
Robson referred to the data from global market researchers Gartner, Info Tech and Forrester saying Adobe is the only provider of digital marketing solutions that has key functions like web content, social media and cross-channel campaign management, data management platforms and web analytics.
“Adobe have market dominance in the digital marketing segment as market research data shows we are ahead of global players such as IBM, Oracle, Sap and SAS Institute,” he said.
Discussing concerns that the market for digital marketing solutions is not friendly yet in Korea, Adobe Korea said it will work to create awareness.
“Many Korean companies maintain their traditional analog communication methods with customers. I think the problem is low awareness on the potential of digital marketing,” said Eric Choi, the new president of Adobe Korea. “We will create more successful examples in Korea and ignite a favorable atmosphere in the market.”
Adobe has undergone a fundamental shift in its business since last year. It has changed its content production software to a subscription-based cloud service. About 65 percent of its $4 billion global revenue is now generated from its content production service dubbed “Adobe Creative Cloud,” while 30 percent of revenue comes from digital marketing, the company said.