Adobe Delivers New Model of Cross-Channel Marketing

Adobe has unveiled a new pricing structure for Adobe Campaign, a solution in the Adobe Marketing Cloud aimed at helping marketers deliver better experiences to their customers across different channels. The new model is based on customer profiles rather than CPM (cost per thousand emails sent), which is currently the primary cost driver for the email industry.

With this approach, marketers can scale and unify their campaigns in a way that is not cost-prohibitive or tied to the frequency or amount of emails sent and aligns with how they communicate with each customer in a personalized way. By eliminating the email CPM, marketers can advance their capabilities and try new channels without the burden of execution costs.

"Marketers are being held back by CPM, a structure that places the email vendor, rather than the marketer and their customers, at the center of campaign operations," Suresh Vittal, vice president of strategy for Adobe Campaign at Adobe says. "With this announcement, Adobe sets a new precedent in the industry and helps marketers to experiment and engage with their customers across all channels. This new pricing structure provides full transparency for marketers and ultimately a better, more relevant experience for the consumers that they reach."

"One of the key inhibitors to cross-channel marketing tends to be cost," Matt Belkin, vice president of customer strategy and business development at Adobe Campaign, adds. "As cross-channel marketing gains more and more traction, we believe that we have a chance to shape the market. We're excited because we know that our new price model will give marketers the chance to try channels they haven't had an opportunity to try before."

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