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Adobe aims to help firms earn from digital marketing spends

With an increasing number of enterprises taking their marketing campaigns online to tap social media, software major Adobe on Wednesday said it is focusing on delivering solutions that help companies create, measure and monetise such digital marketing initiatives.

The company had recently announced restructuring efforts to focus on businesses like digital media and marketing.

"We have a digital publishing suite…To add to that now the focus is on marketing solutions with products like social analytics tool [used to measure social media] and other media tools," Adobe Systems president and CEO Shantanu Narayen said. This will help companies make, manage, measure and monetise their digital marketing campaigns, he added.