What Adobe’s Latest Acquisition Says About the Future of Marketing
Adobe’s chief rivals Marketo, Oracle (with Eloqua), and Salesforce all offer similar content marketing capabilities as part of their own product portfolios or through partnerships, said Cathy McKnight, co-founder of research firm Digital Clarity Group.
“User-generated content has a huge influence on brand-related decisions, so it makes sense that some of the most engaging content is that which customers create,” McKnight said. “One way to do that is to include social and other user generated content—like product/service reviews on testimonial pages—into the content strategy.”
