Asia Pacific driving revenue generation in digital marketing: Adobe

New Delhi: Our growth in the Asia Pacific (APAC) region is set to explode and India is one of the key engines to drive Adobe’s revenue generation in the digital marketing space, a senior Adobe executive has said.

“If you look at the total revenue of Adobe last year, it was $4.896 billion and Asia Pacific contributed nearly 14 percent of the entire revenue,” Umang Bedi, managing director (south Asia), Adobe, told IANS.

Several Indian companies have subscribed to Adobe’s digital marketing solutions in the recent past to enhance consumer experience and revenue generation.

“Some of the largest customers were from the regional parts of the country. Today, we support nearly 10 regional languages, including Gujarati, Kannada, Malayalam and Bengali,” he added.

According to Chinmai Sharma from Taj Hotel group that uses Adobe’s digital marketing solutions to improve customer experience, nearly 75 percent of customers staying with them either book or search online.

“They use desktops and smartphones to search for the best options. That means that digital marketing has a huge potential,” Sharma, chief revenue officer at Taj Hotel group, told IANS.

“…so if we use it the correct way, it will help us customise the messaging to each and every customer which helps them to choose wisely. We can provide them with some great offers and itinerary in advance,” he added.

On asked why the group chose Adobe as a partner, Sharma said Adobe has domain knowledge and expertise on the technical and industrial side.

“We wanted a company where the data can be stored and accessed from one place. We used Adobe Experience Manager (AEM) service and the biggest advantage was that a customer could run the website from smartphones, desktop and tablets with ease,” Sharma noted.

“Clicks to the ‘Booking Engine’ almost doubled from 14 percent to 27 percent. People are staying on the website for longer — from 122 seconds earlier to 154 seconds now — and the bounce rates have gone down to 44 percent from 55 percent before,” Sharma added.