Once controversial, the adoption of automated, data-driven buying of advertising is now so mainstream it is often taken for granted. Over 70 percent of digital video ad budgets and over 80 percent of display ads are forecasted to be bought through automated channels this year. Traditional TV advertising bought through automated software is expected to eclipse $3 billion in 2017, and double in 2018 to $6 billion.
Given the rapid rate of change, the skillsets required for modern media planning, buying and execution are much different today than they were even five years ago. Even creative jobs — traditionally the bastion of designers and art directors — are becoming more data-driven according to Adobe Digital Insight’s latest Advertising Report, which found that nearly one-third (32 percent) of creative job listings require data and technology skills.
As a result, it’s becoming mission-critical for marketers to adapt, train, and cultivate the next generation of advertising talent — particularly as industry hiring is expected to outpace the labor market overall. Every role — from CEO down to an entry-level media planner — now demands new expertise, and marketers need a partner that is committed to helping them succeed in a fluid industry.
To that end, Adobe Advertising Cloud is proud today to announce the launch of Adobe Advertising Academy.
Adobe Advertising Academy is an immersive, free training program that provides marketers with both certified technical training as well as a broader strategic understanding of industry developments and current events that are necessary to excel in today’s evolving market.
Adobe Advertising Academy pushes the boundaries of traditional, platform-specific training programs by utilizing insights from all of Adobe. New courses on creative strategy, sophisticated ROI analysis, hiring and presentation skills are designed to arm marketers to succeed in a broader context.
Adobe Advertising Academy is associated with Adobe Digital Learning Services, Experience Cloud learning programs. Adobe Advertising Academy builds on an earlier, award-winning program launched at TubeMogul, which Adobe acquired in December of 2016. At launch, Adobe Advertising Academy has already trained over 1,000 marketers across North America, EMEA and APAC including Adidas, BRP, Clorox, Heineken, L’Oréal and Walmart.
Clients that successfully completed Adobe Advertising Academy’s inaugural session include Diageo, The Prosper Group and Universal Music Group.
“While we’re incredibly proud of our industry-leading platform, we’re even more proud of our client services and learning and development teams that have armed our clients with the knowledge they need to succeed,” said Brett Wilson, VP, GM of Adobe Advertising Cloud. “Adobe Advertising Academy builds on that legacy by offering a rigorous program taught by experts covering the whole industry — all in a setting that encourages sharing best-practices with industry peers.”
“Adobe Advertising Academy is the gold standard in digital marketing education programs,” said Andrew Finnan, director of accounts, The Prosper Group. “The overview of current market trends and the ability to network with other leading advertisers yielded valuable insights that will drive real results for our clients.”
Enrollment in Adobe Advertising Academy will be included in the new client activation process at no additional cost for qualified customers. In addition to the hands-on product training and industry overview, Adobe Advertising Academy’s other new curriculum includes:
Post-graduation, Adobe Advertising Academy also offers opportunities for continued enrichment. These include:
Michelle Chen is Head of Training, Adobe Advertising CloudRead More
Customer-experience technology is highly fragmented, and companies are looking for ways to bring all their different technologies together in one location. That’s why, just over one year ago, Adobe announced the Adobe Exchange partner program for Adobe Experience Cloud. The Adobe Exchange partner program is designed to cultivate and drive innovation with our ever-expanding ecosystem of independent software vendors (ISVs) and data partners — giving them the tools to build and market their integrations. Customers can then easily implement these integrations to increase the functionality of their Adobe solutions and create better customer experiences.
Today at Summit EMEA, we’re introducing new capabilities within our Adobe Exchange partner program that will not only help partners maximize their efforts, but also create better experiences for our tech-partner community.
New Adobe Exchange Program Website
We’re unveiling a new and improved Adobe Exchange partner program website for Adobe Experience Cloud — complete with content that caters to the needs of ISVs. This new website gives our partners access to the information and resources they need to build and go to market around integrated solutions. In addition to details on how to join the program, new features include a news section (to keep our community up to date), a program-benefits page, and additional resources that will provide partners with the technical integration details needed to ensure the highest-quality integrations.
New Adobe Exchange Marketplace
An updated version of our Adobe Exchange marketplace — Adobe’s cross-cloud marketplace for third-party integrations, applications, and solutions — will launch in August 2017. The new site will make it easy for Adobe customers to discover integrations that extend the values of their existing Adobe investments. Updates to the Adobe Exchange marketplace include:
Partners will have the opportunity to start creating content for their listings after Summit EMEA.
How to Get Started
Existing Adobe Exchange Partners:
ISV and Data Partners Who Want to Join the Adobe Exchange Partner Program:
If you’re interested in becoming a Business or Premier Partner, please contact Bryson Webster at email@example.com.
We recognize the value that every technology and data partner brings to Adobe. We appreciate and thank our partners for their investments and commitments to Adobe — helping us enable brands to deliver effective and delightful experiences to their customers. As consumer expectations continue to grow, so does our need to innovate and build against those expectations. The Adobe Exchange partner program is an integral part of Adobe’s vision to meet the future needs of consumers everywhere.
For any questions about the Adobe Exchange partner program, please contact us at ExchangeXCprogram@adobe.com.Read More
Author: Ellen Gomes
If you’ve been keeping up with digital marketing trends, then account-based marketing is most definitely on your radar. In fact, you’ve probably heard about it so often that it may have started to feel like just another buzzword.
But account-based marketing is not to be ignored and it’s not just another buzzword. Buzzwords become dated terms as time passes, but it’s just the tip of the iceberg for ABM as more B2B marketers than ever are realizing its significant impact and value.
At its core, account-based marketing (ABM) is a targeted strategy that focuses on delivering personalized programs, messages, and content to select companies, and the leads within them, in an effort to engage them and move them towards a goal—whether that’s an initial sale, cross-sell or upsell, contract renewal, or even advocacy.
While it’s not a new concept, ABM is experiencing a resurgence and gaining momentum because of recent technology innovations that allow organizations of all sizes to practice ABM in a scalable and automated way. As Matt Heinz, a notable industry influencer, put it “ABM isn’t about company size. If there is more than one person in the organization you need to influence to get the deal, ABM applies.” And with ABM solutions that are either native to a platform or complementary, marketers can plan, manage, and measure their campaigns and collaborate with other cross-functional teams more effectively.
Smart marketers know better than to jump on the bandwagon and cave into “shiny new objects.” Account-based marketing is a strategy and not a tool, although it may require one, to support it well you will need to shift your overall marketing strategy, budget, and/or resources. To determine whether ABM is right for your business model, ask yourself the following questions:
If you answered yes to any of the above, then an ABM strategy will benefit your organization. How you choose to practice ABM will depend on your objectives and bandwidth. Some organizations are in in the early stages of the ABM maturity curve, exploring whether ABM is right for them, while others are more seasoned experts, looking for ways to fine-tune their strategy. Regardless of your stage, the key to success is to continuously learn, iterate and optimize your strategy.
Rather than casting a wide net, which catches anything and everything, account-based marketing focuses your efforts on targeting and engaging companies that deliver more value to your organization. ABM can benefit your organization in the following ways:
Learn how to reap the benefits of account-based marketing by downloading The Definitive Guide to Account-Based Marketing. This comprehensive 100+ page guide covers everything from obtaining organizational buy-in to account identification, content creation, multi-channel engagement, and measurement. It also provides guidance on how to choose the right ABM solution and comes with a tactical playbook for use cases across the customer lifecycle. Download today!
Introducing The Definitive Guide to Account-Based Marketing was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com