October 29, 2018

Adobe buys

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Not only telecommunication companies are willing to become big players in e-commerce and digital marketing. Adobe software company with its most famous product PhotoShop has already become a provider of cloud data services and creative services for image storage and design. In May 2018 Adobe announced the purchase of Magento e-commerce company for $1.68 billion. Magento offers a software for building and running web stores, handling online purchases, as well as ass…isting clients in selling products through social networks, etc. This step allows Adobe to bite a big slice from SalesForce, Oracle and SAP. The first step into the advertising market was made by Adobe in 2009 via buying Omnitor, a small ads company. Adobe also has its own advertising and targeting business, Experience Cloud. The latest news from Adobe is that the company has acquired Marketo cloud marketing software group for $4.75 billion. Before this deal, Adobe’s position was rather strong in B2C offers. But now Adobe has gained a very powerful position and is capable to offer more B2B services in digital advertising beginning with design and development to customer experience and targeting. According to Forrester, B2B marketers worldwide spend about 22% of their budgets on technologies and are planning to increase expenditures up to 66% by the next year. Especially at the stage when well-known brands increased their budget for marketing technologies by 44% over the 2017 year, i.e. up to $52 billion according to Martech. It testifies to the fact that b2b marketing is worth to be invested in.

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