July 18, 2013, 11:15 AM

Adobe Social adds support for marketing campaigns on more social networks

It now works on Instagram, Foursquare, Flickr and LinkedIn.

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Adobe Social, the social marketing and analytics tool from Adobe Systems Inc., now can help marketers run campaigns through the Instagram, Foursquare, Flickr and LinkedIn social networks, Adobe said today. Adobe Social also enables marketers to manage social media marketing campaigns through other social networks including Facebook, Google+, Reddit, Tumblr, Twitter and YouTube.

Adobe Social’s analytics enable retailers and other marketers to analyze content consumers post and share in social networks, then run marketing campaigns that are tied more closely to their interests, Adobe says.

Among the companies using Adobe Social is payment card company MasterCard International. “Adobe Social is enabling MasterCard to seamlessly engage with local markets around the world, building trust through online listening, conversation and community,” says Adam Broitman, MasterCard’s vice president of global digital marketing.

By working with Foursquare and Gnip, the social network’s data provider, Adobe says its social marketing tool can let marketers better understand how consumers use Foursquare on their smartphones to “check in” to a location, view the location of any friends who may be nearby and obtain information about restaurants, merchants and service providers in the area. “Access to local-mobile data will help social marketers understand the movement in customer check-ins, the competitive landscape, and how localized marketing initiatives align with specific venue check-in data,” Adobe says.

Adobe Social can be used with Adobe’s Marketing Cloud interface, which stores data on the Internet so that marketers can access it from any web-enabled device, including smartphones, Adobe says.

 

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