Adobe is set to release a new product within its Adobe Digital Marketing Suite, which aims to offer marketers more monitoring tools within social media to heighten their engagement strategies.
Adobe Social, part of the Digital Marketing Suite, will combine social publishing and engagement with monitoring, social advert buying and analytics.
The package aims to build on the company’s social media management technology acquired by the company through its Context Optional/Efficient Frontier buyout earlier this year. Also included are the social media monitoring and analytics from Adobe SocialAnalytics.
Further social marketing features and other integrations will take place within the Adobe Digital Marketing Suite later this year, the company has confirmed.
Brad Rencher, senior vice president and general manager, digital marketing business for Adobe: “The sheer scale of word-of-mouth that can be accomplished on social media can become a powerful boost or tragic descent for any company and is best managed if a company’s social marketers are in lock-step. Adobe Social brings to social marketing the control and accountability expected across other digital channels. The ultimate aim is to help social media as a marketing channel mature and prove its worth alongside other digital marketing investments.”