Adobe campaign tries to prove marketing's value

SAN JOSE, CA: Adobe Systems is publishing results from its most recent campaign to demonstrate the value of marketing.

SAN JOSE, CA: Adobe Systems is publishing results from its most recent campaign to demonstrate the value of marketing.  

The initiative, which includes PR, marketing, advertising, and research, will continue over the next three months and feature five stages.  Its goal is to dispel myths about marketing and prove the discipline's value.

Edelman, AOR for the technology company, is handling PR for the campaign. The agency's Edelman Berland research unit conducted a study for Adobe that found the marketing profession is not highly regarded by consumers, yet many believe marketing is strategic and drives sales.

“Marketing as a profession has never really been able to measure the impact of what we do. That's part of why it's viewed as a soft profession and not one that many people aspire to go into,” said Holly Campbell, VP of corporate communications at Adobe. “With the advent of digital marketing and tools available to marketers that can actually measure the impact of their work, we think there's a big opportunity for that to change and for the status of marketers to go up in future years.”

To support the initiative, Adobe is sharing marketing results through Adobe.com, a blog series, CMO.com, and social media as the campaign continues, including metrics such as Twitter mentions and website visits. 

Other PR components include outreach to business and trade media, a “Metrics Not Myths” Facebook page that will feature debates among marketing experts, and videos on YouTube, Facebook, Twitter, Hulu, and Brightroll. The study's findings have also played a significant role in the effort, Campbell added.

“Some of the findings have been terrific fodder for getting press attention on the issue of digital marketing, its perceptions, and how it's used or not used. It's been a great conversation starter in terms of our PR strategy,” she said.

The campaign also includes a media buying and advertising component, led by Omnicom Group agency Goodby, Silverstein & Partners in San Francisco. Adobe is promoting its Adobe Marketing Cloud platform, which helps marketers with analytics.

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