In simple terms, search marketing management is the operation of developing strategies by which a product or service is introduced and promoted to the potential customers. It is, briefly, a set of actions that strive to find effective ways to achieve predetermined people-based marketing goals by discovering, defining and meeting the needs of the customers.

Here is the very brief illustration of main action sets of search marketing management:

Analysing: the research and data evaluation stage, where marketing manager defines the customers, their needs and preferences, finds patterns in their behavior and reveals the ICP (Ideal Client Profile) for its product or service.

Planning: this is the grass root of any business. In this stage, the marketing manager is having a clear action plan regarding the future marketing activities. This is to determine when, how, where, by who the people-based marketing activities should be carried out.

Implementing: the execution stage, where all the necessary resources are in hand and the main work that has been planned is being done.

Controlling: this step ensures that performance does not deviate from standards. Under this function, the marketing manager establishes performance standards, compare actual performance against standards and takes corrective action when necessary.

Adobe Advertising Cloud consists of five solutions that address different areas of a digital marketer’s needs:

  • Adobe Analytics (this includes many former Omniture products such as SiteCatalyst, Insight, Discover, Data Warehouse, Report Builder, etc.)
  • Adobe Experience Manager (including CQ5 Web Content Management, CQ5 Digital Asset Management, CQ5 Social Communities, CQ5 Marketing Campaign Management and Scene7)
  • Adobe Media Optimizer (this includes AdLens and Audience Manager, coming from the Efficient Frontier and Demdex acquisitions)
  • Adobe Social (product) (including Social Analytics, Publishing, and Moderation, partly stemming from the former Context Optional product)

Adobe does a great job of harnessing the power of integrated data. Pushing and pulling data from one tool to another within their cloud helps organizations to answer some big business questions. It’s also nice because Adobe has a tool for everything including a CMS which you can integrate all the other tools for high-level marketing automation. Adobe Analytics & Target have also incorporated some machine learning capabilities that most companies want to explore but don’t have the resources yet to do so. Adobe Target (including Test&Target, Recommendations, 1:1 and Search&Promote)

Adobe Advertising Cloud is a comprehensive and integrated marketing solution that enables marketers to measure, personalize, and optimize people-based marketing campaigns and experiences for creative management.


With its complete set of solutions, including Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer, and Adobe Campaign, as well as real-time dashboards and a collaborative interface, you can combine data, insights and digital content to deliver the optimal brand experience to their customers.

And the cost depends on the subscriptions which are starting at $99.00/month.

Centralized team collaboration and Mobile services – Adobe Advertising Cloud give you a complete centralized management function that enables you to coordinate online marketing activities from various cloud platform all from one controlled dashboard. This Adobe Advertising Cloud dashboard works as a collaboration tool for internal communications and project management.

Integrate online platforms and Analytics – Adobe Advertising Cloud links all your online marketing platforms by integrating the information feeds into Adobe Advertising Cloud graphs and charts so you can view, save and export your data for assessment. Adobe Advertising Cloud lets you do creative management to create graphs, charts, spreadsheets and more with the option of email too and provides you with brand safety tools.

Search/display management and Asset management – Adobe Advertising Cloud gives you full detailed reports on your website, and online marketing platforms result in search engine result pages. Easily store, manage, and publish content to all Adobe Advertising Cloud solutions from one central hub.