Adobe Social to help marketers put ROI on social media

Adobe Systems Inc. kicked off its Digital Marketing Summit in Salt Lake City today with a slew of product announcements hinging around its Digital Marketing Suite.

Adobe Social is a new product that will be placed in the suite, a tool that allows marketers to publish to various social networks and then follow-up on that with monitoring and tracking capabilities. Marketers can also place ad buy requests on social networks using the software, Adobe says.

The new software was in part inherited by Adobe from its acquisition of Efficient Frontier in January. That deal was done for an undisclosed amount, bringing the Context Optional multi-channel advertising manager under Adobe’s wing. The new software will also add in the capabilities found in Adobe SocialAnalytics.

Adobe Social will help marketers link customer engagement on social media to purchases made, meaning that time spent on social media activities could finally get a return on investment figure. The software will also help to identify key influencers on specific topics, and can import analytics data from Facebook, Twitter, Pinterest, Google+, and blogs.

The new software will be available in the second half of 2012 as part of the Adobe Digital Marketing Suite.

Also announced by Adobe today from Salt Lake City is a major update to its Web Experience Management software, with a new version of the firm’s Web Content Management software that is integrated into several of its other products.

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