Adobe marketing strategy- What you should learn.

Adobe is a computer software company with a market cap of 140 billion, that creates multimedia and creativity software products. They used to sell software out of the box, and it was pricey— Photoshop, for example, would cost a few hundred dollars.

A lot of their success can be attributed to their switch to a SaaS-based model back in 2013.

This strategic switch allowed them to target users with lower incomes – so they could start using their product without parting with a large purchase fee.

Ultimately gaining 2 million new subscribers in a little over 2 years.

While its product quality speaks for itself, Adobe got to where they are through their clever use of UX & design modelled on its flagship product to attract customers.

They worked with an omnichannel marketing funnel making use of the AIDA model.

If we take a look at their Ahrefs score they’re one of the top 15 sites in the world, with over 2 million referring domains aka unique backlinks, their traffic value is over $50 million(what we would need to pay google to rank above them) and rank for more than 9 million keywords.

Adobe has also made clever use of acquisitions (Macromedia, Behance and of course the latest Figma) to propel their growth.

Content Marketing Strategy:

• Business leaders

• Creative

Their blog is a great resource to learn how to do amazing things with effects, and they provide lots of tips. This works both ways especially since the design community loves learning and sharing/collaborating on new ideas, this helps them stay updated and motivated to keep coming back for more.

Looking at some of their competitor analysis tools like Adbeat we can see they’re pretty heavy on programmatic ads(where the auction takes place in real-time once the user opens the page and the winning ad is then displayed)

Out of their total ads, about 67% are standard ads and 32% are video ads, as internet trends change towards greater use of video we can only expect this to grow.

Across social media channels, they employ similar content strategies:-

New product feature announcements: To create a buzz amongst users(potential and new)

• Industry trends: Talks by leaders, about where the industry is headed
• Tips & Tricks: To boost their community’s productivity.
• User-Generated Content: Since it’s a creative tool, it’s a great outlet for users to gain popularity and have greater exposure for their work which ultimately benefits Adobe as it gives them free content and showcases their products’ use case in the best light. Win-win.

Media and Website

Discounts- They know that customers love discounts. They make sure to highlight their offers at the top of their page.

Social Media Strategy

Adobe has at least a million followers on each of its social media channels. They have a strategic approach to their content on social media.

• Adobe’s Instagram account is filled with colourful and vibrant pictures, supporting other artists by sharing their work and tagging their posts.

• Facebook for the latest updates in software, publishing designs, information about their offers etc. They often post about ongoing political matters as well.

• LinkedIn for keeping corporate information about their employees, career advice, changes in the company’s structure and upcoming summits.

• YouTube is used purely for seminars, educating and providing tutorials on creating great designs using their software. Their channel provides everything that a beginner needs to learn from designing logos to photoshopping.

• Lastly, Twitter contains a mixture of all of the above channels which are broken in short tweets.

One thing I truly appreciate is we know what type of content one will find on Adobe’s social media. It’s free of chaos and provides high-quality content to its viewers.