If you’ve recently bought yourself one of the best tablets or one of the best laptops, you may have an interest in breaking it in with some creativity. If that’s the case, an Adobe free trial is something worth looking into, as Adobe for decades has been known for providing editors, designers, and other artists with some of the best software tools for harnessing their creativity. With exact updates that make apps like Lightroom a whole lot more useful, and with real-time editing in Premiere Pro and After Effects, testing the Adobe library of software to see if it fits your needs is an idea worth exploring.
There is an Adobe free trial, and it’s a pretty impressive offering. An Adobe free trial is good for seven days, and you’ll need to create an account and provide a credit card for Adobe to keep on file. From there, you’ll get access to the entirety of Adobe’s software offerings, which total more than 20 creative desktop and mobile apps. These include some of the best photo editing software in Adobe Lightroom and Photoshop, and some of the best video editing software in Adobe Premiere Pro and After Effects. Free trials are available for Adobe’s individual apps as well.
The Adobe free trial is essentially a seven-day experience of what it would be like to have a fully paid subscription to Adobe’s Creative Cloud suite of software. You’ll get to experience the power of the desktop apps or the versatility of the mobile and tablet apps, and each is available to you based on what hardware you’re most comfortable working on. An Adobe free trial also includes 100GB of cloud storage to house your projects and the media associated with them. You can cancel your free trial within seven days of starting it, and from there the full suite of Adobe Creative Cloud is $55 per month.
The seven days of free, full use of Adobe’s software as part of the Adobe free trial is about as close as you can get to getting Adobe software for free. With the subscription model Adobe has chosen to offer its software through, the days of software arriving on disks or CDs are long gone, and Adobe uses your account and login credentials to verify you’re a paying subscriber when you open the software up. There’s some talk that Photoshop may be coming to the web for free, and there’s an Adobe Photoshop free trial available as well. Your best bet at receiving the entirety of the Adobe software library for free, however, is with an Adobe free trial.
Adobe does regularly offer discounts and deals, with pretty impressive discounts available for students and teachers. While the entirety of the Adobe Creative Cloud suite of software starts at $55 for a monthly subscription, Adobe also is willing to knock this price down pretty regularly for new users to the software, and potentially for power users such as businesses. You can also get a much lower price on Adobe software subscriptions if you aren’t interested in the entire suite of software. Adobe offers a Photography Plan that starts at $10 per month and includes both Lightroom and Photoshop. Subscriptions are available for individual apps as well, with prices ranging from $10 per month to $21 per month per app.
It feels like everybody goes through a quick “graphic design is my passion” phase once in their life, and then quickly gives up after one failed abstract macaroni painting. But everyone practices design in their lives in some way, however. Whether that’s by touching up selfies, making memes or making slideshows for a work presentation, we make decisions on design every day.
Thankfully, software company Adobe has recognised this and the importance that everyone deserves access to design software and the ability to learn how to use them. This becomes more vital as employers are starting to prioritise candidates with design experience.
To help every aspirational hobbyist, including students and small business owners, Adobe has been aiding in the democratising of great design through Adobe Express, an all-in-one free content creation tool. The web and mobile-based app, which launched in December of last year and has continued to evolve and meet the needs of creators by releasing new and exciting features and updates. These changes have helped hopeful creators get started on their design passion and given them the tools to start quickly creating standout content in no time.
The software is free to sign up for so you can start your journey in content creation with no strings attached. There is also an additional Adobe Express Premium offering, for $14.29 a month if you find yourself wanting to access more tools and creative cloud integration.
In Adobe Express Premium, you’ll receive access to further tools such as Photoshop and Premiere Express. These can be great if you’re looking to start a personal video diary or want to Strengthen on your TikTok game. With Adobe Express you’ll be able to edit your videos on the fly to cut together a quick recap of your day to send to loved ones, edit out annoying objects in your photos or videos, or fix any issues with lighting to match your godly whims.
Not only has Adobe Express simplified the design learning process, but it’s also simplifying Adobe’s collection of creative tools. Bringing together Adobe Stock images, a wide array of templates, content scheduling and quick actions powered by Photoshop, you’ll have a wide variety of tools at your disposal. You’ll also gain access to a large selection of fonts from Adobe’s library.
This service aims to highlight its flexibility for any user’s design needs. Whether you’re removing a background, adding colour to your text, or placing your logo on a product image. In just a few taps, you can resize content for your socials and create easy, high-quality graphic designs.
There are plenty of great on-the-go features as well, such as the ability to edit, export in JPG or PNG or resize or convert or export to PDF as well. This app can be your swiss army knife as a designer if you’re ever caught off guard and need to make a quick edit on your phone.
If you’re a small business owner, you’ll be able to quickly add your logo to any photo, or design your business identity yourself. You’ll also want to take advantage of Adobe Sensei, which will help quickly edit your videos for Insta, and streamline business processes by turning notes into shareable PDFs in seconds.
Adobe is also extending its services to schools through the Adobe Education Exchange, which provides free tutorials, courses, lesson plans and videos to students. The hope for this program is that it will help students develop stronger creative skills while giving students and teachers direct access to resources that can help them.
A key issue in software comes down to accessibility. Thankfully Adobe Express works on all platforms and browsers, so you’ll won’t be locked out of any features based on your hardware of choice. Adobe is deeply committed to supporting Adobe Express and its community for many years to come and will be providing frequent updates to the platform and responding to feedback.
To learn more about Adobe Express and Adobe’s collection of creative tools, tune in to Adobe MAX, streaming October 20 across the Asia Pacific. Register to the free event here.
If you’re looking to take another stab at that graphic design passion, try signing up for Adobe Express for free here.
You likely have not opened a file on your computer in the last decade without seeing Adobe’s name. They are the giant tech company that specializes in the creative software space. It’s estimated that over 90% of the world’s creative professionals use Photoshop for business. The company is known for Photoshop and the PDF file format, but there is so much more to Adobe for creatives and those who manage them and sell creative services. We’re going to look at how Adobe makes money, and what’s behind the exact downward movement of Adobe stock.
Having recently issued its earnings report on September 15 for the third quarter of 2022, the Adobe reported a net income of $1.14 billion on a revenue of $4.43 billion for the period. However, the announcement of the Figma acquisition has caused the stock to plummet as Wall Street isn’t pleased with the move. What’s behind this Figma purchase, and how does this impact the future of Adobe?
It’s estimated that more than 400 billion PDFs were viewed with Adobe products in the last year, and we can’t ignore how popular the company has become. Annual revenue was $15.785 billion for 2021, a 22.67% increase from 2020. For the third quarter of 2022, Adobe reported a record-setting revenue figure of $4.43 billion, marking 13% year-over-year growth.
There are three revenue streams when you look over Adobe’s earnings report:
Adobe breaks the revenue down into two operating segments: Digital Media and Digital Experience. Digital Media revenue was $3.23 billion for the quarter, and Digital Experience revenue reached $1.12 billion.
Digital Media consists of the popular Creative Cloud and Document Cloud services. Document Cloud includes Adobe Acrobat and Adobe Sign services. Creative Cloud contains popular applications like Photoshop, Illustrator and Premiere Pro to name a few.
The Digital Experience segment includes Experience Cloud, which is the tool that companies use for marketing commerce purposes. Regular customers don’t commonly know this product as it’s designed for enterprise use. The Experience Cloud platform uses data, software and analytics tools that allow businesses to track the buyer’s journey. The products here include:
The company also offers email and further analytics options under this segment.
A quick glance through the Adobe website shows all of the products offered under Adobe Creative Cloud, Adobe Document Cloud and Adobe Experience Cloud.
Despite announcing record-breaking revenue for the quarter, Adobe has lost big in the stock market over the last two weeks. The brand has been raked into the mud due to confusion among analysts, and their stock price has dropped accordingly.
Wall Street doesn’t like this move as the $20 billion figure roughly equates to 50 times Figma’s expected revenue (annual recurring revenue) for this year. As a result of this announcement, the stock has dropped significantly.
Adobe announced the acquisition of Figma on September 15, and the Adobe stock dropped 24% by the next day as the announcement was met with disappointment. The initial news crashed the Adobe stock immediately by about 17%, which erased about $29 billion of its market cap. This was the worst single-day drop for Adobe since September of 2010. This one move erased $9 billion more from the market cap than the genuine purchase price of Figma.
Many analysts have been coming forward with slashes to the price target for Adobe since the acquisition announcement, which has added to the stock’s decline. We’re going to dig a little deeper into Adobe’s logic behind this move.
The stock just started creeping over the last two days, September 27 and 28.
During the last earnings report on September 15, Adobe dropped the news that they were purchasing Figma for $20 billion, plus an additional $2 billion for management retention as the CEO stays on. The hefty $20 billion price will be paid for with cash, stocks and possibly a term loan.
The proposed acquisition should go through in 2023, pending regulatory approvals. Figma was founded in 2012 and sells a design application tool that’s used for creating websites, apps and logos.
Many analysts quickly pointed out that the price tag for Figma just doesn’t make sense. Figma was valued at $10 billion in June of 2021, so this is a sizable jump in valuation. The consensus was this was a defensive move; Adobe was panic about a competitor gaining further market share, so they had to negotiate from a weak position. Many felt that Adobe was losing too much momentum to Figma, so the move to desperately buy them out instead of attempting to compete with them was at least strategic, if questionable.
This leaves many investors speculating if other competitors like Canva or Sketch could catch up to Adobe as the popularity of cloud-based graphic design tools grows worldwide.
Other analysts brought up that Adobe let a competitor grow so quickly that they had no choice but to pay a premium to buy them out, an immediate red flag that research and development is out of touch with customers and the broader marketplace.
As Adobe transitioned to cloud-based software, it was clear that Figma was gaining market share with its collaborative design tools. Many users felt that Figma’s cloud-based design software was not only cheaper but easier to use and more collaborative than Adobe’s products. Figma’s software is currently used by large companies like Airbnb, Google and Netflix to design their websites.
On the flip side, Adobe is removing a huge competitor with this move, and they also buy a fast-scaling business. The company’s also staying on the cutting edge by purchasing this successful company instead of investing time and resources to spin something up internally. Adding Figma to the company will increase revenue.
Revenue at Figma has been growing 100% annually, and the gross margin is at 90%. These two key figures could be enough to justify the acquisition as Adobe already has a strong global sales force that could benefit from this added revenue stream.
The digital design sector has exploded, and will continue to grow for some time, especially atop the substrate that is cloud software. Many users turned to Canva since the tool allowed cloud-based collaboration for creatives, and it was much easier to use than more advanced applications like Photoshop and Illustrator. As cloud applications become more popular and easier to scale, the competitive landscape will remain strong.
With Adobe’s stock dropping on the news of the acquisition, some analysts feel that this would be the perfect time to buy, while other analysts continue to downgrade Adobe stock. It’s difficult to predict how the acquisition will go through, but there’s certainly potential for Adobe to significantly increase its revenues with this added synergy, on top of its already impressive growth of late.
We will continue to monitor this tech giant as they follow up on this move. It’s still a bit too early to decide what the purchase will mean for revenue and growth moving forward.
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Online prices fell 0.2% on an annual basis in September, while rising 0.8% month-over-month
Electronics and computer prices fell sharply, along with modest price decreases in toys and sporting goods
Grocery prices hit another record high, while pet products and tools/home improvement prices remained elevated
SAN JOSE, Calif., October 12, 2022--(BUSINESS WIRE)--Today, Adobe (Nasdaq:ADBE) announced the latest online inflation data from the Adobe Digital Price Index (DPI), powered by Adobe Analytics. In September 2022, online prices fell 0.2% year-over-year (YoY) while rising 0.8% month-over-month (MoM). In the month prior (Aug. 2022), online prices increased 0.4% YoY. In July 2022, e-commerce had entered deflation for the first time after 25 consecutive months of rising prices, dropping 1% YoY.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20221012005460/en/
Price Table (Graphic: Business Wire)
Prices for electronics, the largest category in e-commerce with 18.6% share of spend in 2021, fell sharply and decreased 11.3% YoY (down 1.2% MoM). This is a greater YoY decrease than August (down 10% YoY) and July (down 9.3% YoY). Prices for computers also fell significantly and decreased 14.1% YoY (down 1.9% MoM), greater than the month prior when prices fell 12.6% YoY. The September price decreases for electronics and computers are both record lows in 2022.
Prices for food have remained high, with grocery prices rising 14.3% YoY (up 0.8% MoM), another record YoY high and the largest increase of any category. Prices for pet products also remain elevated, increasing 11.8% YoY (up 0.01% MoM). Other categories that saw prices jump in September include tools/home improvement (up 10.5% YoY, up 0.3% MoM) and apparel (up 4.7% YoY, up 6.6% MoM)—another major category in e-commerce, second only to electronics.
The DPI provides the most comprehensive view into how much consumers pay for goods online, as e-commerce expands to new categories and as brands focus on making the digital economy personal. Powered by Adobe Analytics, it analyzes one trillion visits to retail sites and over 100 million SKUs across 18 product categories: electronics, apparel, appliances, books, toys, computers, groceries, furniture/bedding, tools/home improvement, home/garden, pet products, jewelry, medical equipment/supplies, sporting goods, personal care products, flowers/related gifts, non-prescription drugs and office supplies.
In September, 11 of the 18 categories tracked by the DPI saw YoY price increases, with groceries rising the most. Price drops were observed in seven categories: electronics, jewelry, books, toys, flowers/related gifts, computers and sporting goods.
Eight of the 18 categories in the DPI saw price increases MoM. Price drops were observed across ten categories including electronics, personal care products, jewelry, books, furniture/bedding, toys, home/garden, appliances, computers and sporting goods.
Notable Categories in the Adobe Digital Price Index for September:
Electronics: Prices were down 11.3% YoY (down 1.2% MoM), falling faster than pre-pandemic levels when electronic prices fell 9.1% YoY on average between 2015 and 2019. Prices have fallen consistently since Dec. 2021 (down 2.6% YoY) and accelerated in exact months (down 10% YoY in August, down 9.3% YoY in July).
Computers: Prices were down 14.1% YoY (down 1.9% MoM), the biggest drop since the beginning of the COVID-19 pandemic in March 2020. Computer prices have fallen online for 21 consecutive months, and now outpace pre-pandemic levels when prices fell 9.2% on average between 2015 and 2019.
Groceries: Prices continued to surge and rose 14.3% YoY (up 0.8% MoM), more than any other category. It is a new record on an annual basis, following a series of record highs: 14.1% YoY increase in August, 13.4% YoY increase in July, 12.4% YoY increase in June. Grocery prices have risen for 32 consecutive months, and it remains the only category to move in lockstep with the Consumer Price Index on a long-term basis.
Pet Products: Prices were up 11.8% YoY (up 0.01% MoM), slightly below the record YoY high in the month prior (up 12.7% YoY in August). Online inflation for pet products has now been observed for 29 consecutive months, as pet ownership surged during the COVID-19 pandemic and demand for related goods remains high.
The DPI is modeled after the Consumer Price Index (CPI), published by the U.S. Bureau of Labor Statistics and uses the Fisher Price Index to track online prices. The Fisher Price Index uses quantities of matched products purchased in the current period (month) and a previous period (previous month) to calculate the price changes by category. Adobe’s analysis is weighted by the real quantities of the products purchased in the two adjacent months.
Powered by Adobe Analytics, Adobe uses a combination of Adobe Sensei, Adobe’s AI and machine learning framework, and manual effort to segment the products into the categories defined by the CPI manual. The methodology was first developed alongside renowned economists Austan Goolsbee and Pete Klenow.
Adobe Analytics is part of Adobe Experience Cloud, which over 85% of the top 100 internet retailers in the U.S.* rely upon to deliver, measure and personalize shopping experiences online.
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
*Per the Digital Commerce 360 Top 500 report (2021)
© 2022 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.
View source version on businesswire.com: https://www.businesswire.com/news/home/20221012005460/en/
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It was a big week for the customer experience market, with two major players in the marketing tool space taking swings to bring the idea to the next level. The pair of moves taken together could move customer experience closer to reality after a long period of ambition.
“Customer experience” is kind of a vague notion. The idea is that you want your customers to feel good every time they interact with you, whether in person or online. You certainly know when that doesn’t work well, but it can be more subtle than simply a big smile in person or a successful outcome online. It’s more about taking the extra step to get ahead of problems before they happen or designing a product in an elegant way to reduce friction.
It seems that with all the data we have about customers these days, companies should be doing better at generating positive experiences. In fact, there is so much data from so many sources that companies like Adobe and Salesforce have created customer data platforms (or CDPs for short) to pull all of that data into one place with the goal of delivering optimal customer experiences based on the knowledge you have collected about customers.
Two of the biggest companies involved in gathering and using this data are Salesforce and Adobe. While Adobe doesn’t have a CRM, it certainly has marketing tools, and its $20 billion purchase of Figma was all about designing great products, which ultimately should lead to a better customer experience.
At the same time, at Dreamforce this week, Salesforce’s annual customer conference in San Francisco, the CRM giant announced a new approach to data integration on a platform called Genie. While it works in conjunction with the platform of tools itself, and with external partners like Snowflake and Amazon, the ultimate goal is to use the massive amounts of customer data to generate the best customer experiences possible at the moment they’re needed.
According to a research report "Learning Management System Market by Component (Solutions and Services), Delivery Mode (Distance Learning, Instructor-led Training, and Blended Learning), Deployment, User Type (Academic and Corporate), and Region - Global Forecast to 2026″ published by MarketsandMarkets, the global LMS Market size to grow from USD 15.8 billion in 2021 to USD 37.9 billion by 2026, at a Compound Annual Growth Rate (CAGR) of 19.1% during the forecast period. The LMS Market is fuelled by enterprises focusing more on human capital development. Effective employee learning and development brings a positive impact on employee performance and organizational competitiveness. Training also helps employees develop a positive attitude toward learning and improving proficiency, which results in enhanced productivity and competitiveness in the workplace and the organization.
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A learning management system (LMS) is an e-learning platform used to design, deliver, and track training programs. It offers a blended learning environment, extensive batch management, monitoring of course completion, and automation for a seamless training experience. Organizations deploy LMS to impart goal-specific training and make learning easy and interactive. LinkedIn's Workplace Learning Report (2022) puts learning and development (L&D) at the forefront of businesses, with 53% of learning and development (L&D) professionals suggesting that the learning function is integral to success and 48% of organizations working toward deploying learning management systems by increasing their investment capacity.
Cornerstone OnDemand, D2L, Blackboard, IBM (Kenexa), Adobe Systems, Docebo, and Cypher Learning are among the key players in the learning management system market.
Major trends that play an instrumental role in shaping the learning management system market include:
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There is no question that technology has transformed businesses today. We now live in an interconnected world where traditional training methods have become less relevant. With technological advances, modern LMS has become more than an administrative tool to deliver and track e-learning-it has adapted to innovative trends and techniques, creating a more personalized and collaborative learning experience.
Major vendors in the LMS Market include Cornerstone OnDemand (US), Blackboard (US), PowerSchool (US), Instructure (US), D2L (Canada), SAP (Germany), SumTotal (US), IBM (US), LTG (UK), Oracle (US), Infor (US), Adobe (US), and Docebo (US).
MarketsandMarkets™ provides quantified B2B research on 30,000 high growth niche opportunities/threats which will impact 70% to 80% of worldwide companies' revenues. Currently servicing 7500 customers worldwide including 80% of global Fortune 1000 companies as clients. Almost 75,000 top officers across eight industries worldwide approach MarketsandMarkets™ for their pain points around revenues decisions.
Our 850 fulltime analyst and SMEs at MarketsandMarkets™ are tracking global high growth markets following the "Growth Engagement Model – GEM". The GEM aims at proactive collaboration with the clients to identify new opportunities, identify most important customers, write "Attack, avoid and defend" strategies, identify sources of incremental revenues for both the company and its competitors. MarketsandMarkets™ now coming up with 1,500 MicroQuadrants (Positioning top players across leaders, emerging companies, innovators, strategic players) annually in high growth emerging segments. MarketsandMarkets™ is determined to benefit more than 10,000 companies this year for their revenue planning and help them take their innovations/disruptions early to the market by providing them research ahead of the curve.
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Adobe expects U.S. online holiday sales to hit $209.7 billion during the holiday 2022 season, representing a mere 2.5 percent growth year-over-year.
The projected paltry online gain — unadjusted for inflation — results from expected record levels of discounting and shoppers increasingly returning to stores after two years of avoiding them and shopping much more online due to the pandemic. The holiday season will also be impacted by an uncertain economic environment, the volatile stock market, and the rising costs of borrowing.
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Adobe’s online shopping forecast for the 2022 holiday season, issued Monday morning, covers the period from Nov. 1 through Dec. 31 and analyzes more than 1 trillion visits to U.S. retail sites, 100 million stock keeping units, and 18 product categories.
“Consumers are battling inflationary pressures but getting the best discounts they’ve seen in years because retailers have quite a bit of oversupply of inventory. They will definitely be spending earlier and spreading their spend across the season because discounts are spreading across the season,” said Vivek Pandya, lead analyst at Adobe. “The supply chain has eased and the demand has slowed for goods so retailers are trying to offload inventory and drive up growth by bringing prices down, which means cutting into profit margins but also opportunities to win consumers and drive loyalty for the long term.”
Amazon’s second Prime Day this year, Tuesday and Wednesday this week, will be a major factor in kicking off a lot of gift shopping by Americans, way before the traditional holiday season begins, and industry-wide discounting.
Last week, Cowen & Co. gave a dim assessment of the state of retailing, forecasting nominal U.S. holiday 2022 sales, both online and in stores, up 6.5 percent, but considering inflation of about 6 percent, “real” retail sales growth will come in only 0.5 percent ahead. Cowen’s projections exclude food and gas.
“There are record high levels of inventory across the sector with demand slowing. Consensus gross margin expectations into 2023 are too high as markdown allowances rise, storage costs rise, higher-cost inventory flows onto income statements, and foreign exchange transactional pressure is rising,” Cowen reported. “Inventory continues to expand through a mix of cost inflation and unit growth.”
During the 2021 holiday shopping season, $204.5 billion was spent online, growing 8.6 percent year-over-year, with consumers uncertain about returning to physical stores due to lingering pandemic concerns, Adobe reported.
According to Adobe, discounts are expected to hit record highs this year for categories such as electronics, toys and computers, and groceries will hit a record $13.3 billion in online spend.
Cyber Monday is expected to remain the year’s biggest online shopping day, driving a record $11.2 billion in spending, increasing 5.1 percent, year-over-year, Adobe indicated.
Black Friday online sales are projected to grow by just 1 percent, year-over-year, to $9 billion, while Thanksgiving sales are set to fall to $5.1 billion, down 1 percent year-over-year.
“These major shopping days are losing prominence as e-commerce becomes a more ubiquitous daily activity, and as consumers see discounts continuing throughout the full season,” Adobe stated.
Adobe expects Cyber Week (Thanksgiving to Cyber Monday) will bring in $34.8 billion overall, up 2.8 percent year-over-year. “This represents a 16.3 percent share of the full season, down from 16.6 percent in 2021,” Adobe stated.
“The shape of the holiday season will look different this year, with early discounting in October pulling up spend that would have occurred around Cyber Week,” said Patrick Brown, vice president of growth marketing and insights at Adobe. “Even though we expect to see single-digit growth online this season, it is notable that consumers have already spent over $590 billion online this year at 8.9 percent growth, highlighting the resiliency of e-commerce demand.”
Adobe expects electronics to drive $49.8 billion of online spending, up 2.9 percent.
In apparel, shoppers are expected to spend $40.7 billion online this season, representing a 6.7 percent decline, reflecting increasing consumer interest in physical stores as pandemic-related anxieties subside.
Adobe expects groceries to drive $13.3 billion of spending online, representing 10.5 percent growth, including inflation.
Through the entire season Adobe expects discounts for computers to be as high as 32 percent, on average, and up from 10 percent in 2021. Sporting goods discounts are seen at 17 percent; furniture and bedding, 11 percent.
“Thanksgiving Day will be the best day to shop for electronics, while Black Friday will have the best deals for televisions,” Adobe stated.
The Saturday after Black Friday will have the biggest discounts for toys, with the best deals for apparel and sporting goods arriving on the Sunday after Thanksgiving, Adobe predicted. The software giant added that the best deals for computers and furniture will be on Cyber Monday and appliances will see top discounts on Dec. 1.
In other insights, Adobe sees buy now, pay later usage slowing due to the slowdown in consumer spending and “challenges in demonstrating value to mass consumers.” Also, Adobe believes curbside pickup has “ingrained itself with shoppers, and will remain widely used this upcoming season, peaking from Dec. 22 and 23 at around 35 percent of all online orders, while remaining around 25 percent through November.
Finding the best alternatives to Adobe Premiere Pro opens up a wealth of post-production video editors that bring the same Hollywood-grade polish to your films that you’ll find in Adobe’s feature-rich software.
As an industry-standard tool, it's one of the best video editing software tools on the market. Adobe Premiere Pro packs all the tools and features professionals demand. It even offers seamless integration with Adobe After Effects for total control in post.
That advanced toolset can make it difficult to identify which Premiere Pro alternative is best for you. But it’s not a tool for everyone. Some users are turned off by the subscription-only pricing, while others dislike the complex interface that threatens to overwhelm video editing beginners. It may have been known to crash once or twice, even on the best video editing computers.
Whether you just need a simple video editor for quick trims or a workhorse program for bigger projects, there are plenty of free, subscription-free, and budget-friendly software that deliver pro results without a Creative Cloud subscription or the steep learning curve.
To help you bring your projects to life, we’ve tested, reviewed, and rated the best alternatives to Adobe Premiere Pro.
For more post-production tools, we've also tried out the best free video editing software and the best video editing apps for Android, iPhone, and iPad.
DaVinci Resolve (opens in new tab) started out as a color grading app but has since evolved into a fully comprehensive post-production suite that’s fast becoming an industry favorite.
In our hands-on review, we said "DaVinci Resolve is a tough app to beat. It’s incredibly powerful, it’s updated regularly, and to top it all, it’s free. It puts a lot of competing software to shame. The only downside is so much power leads to a complex interface."
The tool has separate workspaces for editing, color, audio, and visual effects, each with in-depth features allowing a deep level of control, making it a clear alternative to Premiere Pro.
Rather than editing in one program and sending the project to a separate VFX software or audio editing app, the whole post-production process is contained in one app. With multi-user online collaboration, various team members can work on their aspects of a project simultaneously.
The standard version, which has all the main features, is completely free. A premium version - DaVinci Resolve Studio - is available and includes features such as a neural engine, stereoscopic 3D tools, and advanced HDR grading. It costs a one-off fee of $295/£270.
Resolve is one of the most in-depth video editing programs available, so it is targeted at professionals rather than newcomers. This does mean it may be too complex for some, but does prove its worth as the best free alternative to Premiere Pro.
Read our full DaVinci Resolve review
CyberLink PowerDirector (opens in new tab) is aimed at a prosumer market: it’s neither for complete novices nor full-time professional editors, but is a solid Premiere Pro alternative for those in between.
The PowerDirector interface is attractive and efficient, and once you’ve mastered the basics, you’ll find that it has a wide array of features.
Additions in exact updates include custom masking, precise keyframing tools, and a library of customizable animated sketches, which are an easy way to add color and energy to a video.
That said, it does lack in a few areas; the color-grading tools are a bit rudimentary compared to Adobe’s video editor (not to mention many Premiere Pro competitors).
There are several versions: PowerDirector Essentials is free but basic. PowerDirector Ultra includes most features, and PowerDirector Ultimate adds a few advanced tools.
For those that appreciate Premiere Pro’s easy subscription set-up, PowerDirector 365 is the subscription version, packed with all the video editing features for a monthly or annual cost.
Read our full CyberLink PowerDirector review
The Mac-only Final Cut Pro (opens in new tab) video editing and compositing package crammed with features. It’s currently at version 10.6, which includes a slew of minor tweaks and improvements, making this the sturdiest and most stable version of the video editing app yet.
This is a powerful and versatile video editing app, with a well-designed, no-fuss interface that makes editing intuitive without compromising features. Its magnetic timeline makes it easy to insert shots within a sequence without other clips losing relative position, and the assembly process feels slick.
Other impressive features include 360° video, HDR, and advanced color grading tools.
On top of all that, new features add a few welcome cherries on top. These include the ability to fully control footage shot on an iPhone 13 in Cinematic Mode, an incredibly easy to use Motion Tracker, and a nifty AI that allows you to apply an effect onto a specific part of an image.
The app is a great Premiere Pro alternative on Mac, running natively whether your computer is powered by Intel or Apple silicon.
It’s incredibly good value for money, and after a lull in its upgrade cycle, it appears to have picked up the pace recently. Most definitely worth a look if you’re interested in an affordable, sturdy and versatile video editing tool that rivals Adobe’s own.
Compare how the software stacks up against Adobe's video editor in Adobe Premiere Pro vs Apple Final Cut Pro.
Read our full Final Cut Pro review
Pinnacle Studio (opens in new tab) once had a reputation for poor performance and limited functionality. Thankfully, exact updates have significantly improved the video editor.
Think of it as the grown-up version of Corel VideoStudio (it’s from the same developer). Expect a few similarities between the two, as Pinnacle builds on the more simplified Corel alternative.
That said, it’s still less in-depth than the likes of Premiere Pro and DaVinci Resolve. But it is still a versatile editing program. The interface is intuitive, and besides the performance issues being fixed, many useful new features have been added.
These include a title designer with an impressive level of control over animated text, keyframing controls that enable you to adjust clips and effects over time, and face-tracking masks. This lets you adjust the lighting or effects on a face, even when the subject is moving.
You’ll find three versions available for a one-time purchase: Standard, Studio Plus, and Studio Ultimate. It’s worth paying the extra for Ultimate if you’re likely to use the additional features, which include masking and 4K editing.
Read our full Pinnacle Studio review
Lightworks (opens in new tab) is a video editor with a bit of a pedigree. Go to their website, and you’ll see how proud they are of the numerous professional feature films that have been cut with it. But this is with the Pro version.
The Free option offers you the same interface, but has a more limited selection of tools. Still, don’t let that dissuade you: most of the pro features really are destined for professional users, and if you’re an amateur, enthusiast, or just starting out, you’ll have a great time learning the ropes with it. Everything is pretty intuitive, and the new contextual help windows guide you through your first steps effectively.
The only major downside to the free version is an inability to export your finished product beyond 720p. We’d understand if 4K was deemed a pro feature, but 1080p is a baffling decision.
Find out how one of the best free video editing software tools compares to its free rival in Adobe Premiere Pro vs Lightworks.
Read our full Lightworks review
Formerly known as HitFilm Express, HitFilm (opens in new tab) is one of the best alternatives to Adobe Premiere Pro for beginners and experts alike.
In use, it’s an undemanding video editor app - and it’s packed with tutorials that help newcomers learn the basics of video editing.
The software is a bit of an all-rounder - an all-in-one program that even comes equipped with basic VFX software for adding visual effects to your footage. At the free end, these are unlikely to satisfy pros familiar with premium special effects programs like Adobe After Effects. But their addition is welcome.
However, there are a couple of downsides. For one thing, the impressive feature list isn’t growing as fast as it used to - or rather, more features are being locked behind HitFilm Pro and Creator subscription packages. And the free version isn’t shy about nudging you towards the upgrade option.
On the other hand, by upgrading, professionals and veteran editors will find a video editor that’s even more powerful, and more capable of replicating the results of Adobe Premiere Pro.
You can upgrade via a subscription plan or picking up a perpetual license, which gives you access to 12 months’ worth of updates (the software remains yours thereafter, with renewal discounts available).
Whether you opt for the free version or upgrade, HitFilm offers a powerful, professional, multi-platform experience for beginners and professionals alike. Just make sure your computer can handle this intensive Premiere Pro alternative.
Read our full HitFilm review
Premiere Elements (opens in new tab) is Adobe’s very own Premiere Pro alternative for consumer-level video editors. It's a bit like comparing Apple iMovie to Final Cut Pro in that sense. So, when it comes to the best alternatives to Adobe Premiere Pro, you can't go far wrong staying in the same stable.
Premiere Elements designed to make building an edit as easy as possible for anyone with little knowledge of this craft, and it does a very good job of easing beginners into the art.
You have multiple different interfaces, depending on your skills, with a good number of step-by-step tutorials aimed at introducing you to new concepts, and more complex techniques.
The new features for 2022 primarily focus on social media, and creating content destined to be shared online, all of which are welcome and useful, and some are even fun to use.
There’s no subscription service for this software: you buy it outright from the get-go, and only pay for upgrades if you feel the new features are useful to you. A definite strong mark in the software’s favor.
The full program costs $100, with upgrades from older versions costing $80. A free 30-day trial is available for you to check all the features out for yourself.
Read our full Adobe Premiere Elements review
Corel VideoStudio (opens in new tab) comes in two versions: VideoStudio Pro is ideal for standard editing while VideoStudio Ultimate packs in more premium effects. With a one-off purchase of $79.99/£69.99 and $99.99/£89.99 respectively, both are significantly more affordable than Adobe's editor. And with no ongoing subscription, it's one of the best alternatives to Adobe Premiere Pro.
Using the video editing app is much simpler, chiefly because it lacks many of Premiere’s in-depth options for fine-tuning clips and effects - although Ultimate boasts the wider feature-set.
That said, Corel VideoStudio is relatively easy to learn. Once you’ve mastered the basics, it does have useful features, such as 360° and multicam editing. In exact updates, the color tools have been significantly improved, too.
There are a few odd issues with the interface: the layout can feel a little clunky and dated, and the way that layers work is upside-down compared to most other software, which might be confusing to editors used to working with other video editing software.
Read our full Corel VideoStudio review
Filmora (opens in new tab) is a video editing software package aimed at the novice, making it one of the best alternatives to Adobe Premiere Pro for quick editing, but with enough power to satisfy others as well.
Not only can you work with your own clips, but you also have access to three royalty-free libraries for stock photos and stock videos straight from the interface.
Editing is a breeze (although it can be hard to differentiate between your clips in the timeline). You’ve got a wealth of additional tools, from simple filters, interesting transitions, and advanced titles.
Speaking of advanced, there are also a bunch of more complex additions, such as color correction, chroma keying, image stabilization, and motion tracking.
You can try most of these features for free, and as of this writing, this package will set you back $50 or $80, depending if you choose to go for the yearly subscription or the perpetual license. Businesses can get different licenses, but only on Windows computers.
With its modest system requirements, Filmora is one of the best alternatives to Premiere Pro for low-end PCs.
Read our full Filmora review
Nero Video (opens in new tab) is a fair alternative to Adobe Premiere Pro. Really, it’s video editing software best for beginners or casual editors and small businesses who need fast editing tools to produce decent-quality content. Its undemanding minimum requirements make it a good substitute for those in need of a video editor for low-end PCs.
In terms of feature-set, tool-kits, and every extra that makes Adobe’s software for editing videos the industry standard, Nero Video can’t quite match it. But what the program excels at is making the video editing process incredibly simple for just about everyone. This is as accessible as editing videos gets - and it's got plenty of essential FX, including chroma-keying, to help bring your movies to life.
During our time with the program, we found Nero Video “the definition of ‘quick and easy’. Drag-drop-cut-done.”
However, we noted that the tool offers little to advanced and professional editors, while newcomers, enthusiasts, and hobbyists are often better served with free editing software like HitFilm Express.
Still, the editing experience is effortless, the value is good - it’s a budget one-time buy/perpetual license deal - and, as you’d expect from Nero, you can still burn your movies to disc.
Read our full Nero Video review
Choosing which Premiere Pro alternative is best for you begins with identifying what you like (or dislike) about Adobe’s video editor.
Premiere Pro’s interface is simple, intuitive, and easy to use. It houses an extensive toolset. It’s paid for through subscription. This is a good baseline for making your comparison.
Previous experience and intended use counts. DaVinci Resolve is an excellent alternative because, like Premiere Pro, it’s an advanced post-production tool for professional editors. But Corel VideoStudio is the better alternative for beginners, because it unlocks the same core editing functions.
Price in the price when making your decision. Creative Cloud All Apps subscription is good when you use a lot of Adobe apps, and some other software offer similar easy payment plans. If that doesn’t suit your budget and on-going needs, or if you’d prefer to pay for your software outright (or get it for free), look for perpetual or lifetime licenses, There may be some trade-offs here, particularly in the features department - either they lack Premiere Pro’s depth, like Pinnacle, or they’re more complex, like Resolve.
Like all creative software, it’s important to pick the app that works for you. It’s not about following an arbitrary checklist. It’s about finding the video editor that helps you innovate the art. All the best Premiere Pro alternatives offer free trials. See which one fits your flow.
When we test the best Premiere Pro alternatives, we’re looking for similarities and differences, where the alternative improves on Adobe’s video editor, and where it underdelivers.
A good user experience is critical. Adobe’s interface is easy to grasp at all skill levels - it’s one of the reasons why it remains a popular tool for creatives in the film and TV industry. The best alternatives, even those with steep learning curves, should be accessible, and make sense in operation.
We also explore integrations and additional tools. Premiere Pro plays brilliantly with creative apps like Adobe After Effects, and we want to see other video editors work well with that sort of VFX software. It's even better when those tools come built into the editor, like Lightworks's admittedly basic visual effects or DaVinci Resolve's Fusion - one of the best After Effects alternatives for professionals.
We review how well these video editors meet the needs of the intended audience. Video editors are not all alike, mirroring Premiere Pro in different areas. Small businesses will delight in crafting professional-looking visual assets with tools like CyberLink PowerDirector and Pinnacle Studio. They may not need Premiere Pro’s in-depth tools. Unlike professional editors, requiring access to the sort of powerful features found in Final Cut Pro and Resolve.
Performance is important, since video editing and rendering is intensive. It can be a strain on computers, even for Premiere Pro alternatives for low-end PCs, which often lack the ‘powerhouse’ stylings of other editing suites. After working the laptop fan for hours, is the footage usable or does it stutter from start to finish? Users want to see that the juice was worth the squeeze.
See how we test, rate, and review products on TechRadar.
When Adobe's (NASDAQ:ADBE) Illustrator was released in 1986, it worked only on Apple's (NASDAQ:AAPL) Mac computer which was powerful enough to run the new program. You had to wait until 1993 for the software to become available on Microsoft's (NASDAQ:MSFT) Windows, but, many complained about the quality.
Then, for Adobe's Digital Media, Creative, and Document products to be so pervasive today at the point of being present on most designer's laptops, its partnership with the software giant must have been crucial. This deserves analysis, especially given that the stock has been battered by more than 55% in the last year to trade at less than $300. A comparison with Microsoft in the orange chart below reveals the extent of the damages but these started well before the Figma episode.
This thesis is also of the opinion that it is important to look beyond the astronomical acquisition costs of 50x revenues, and instead focus on the benefits to Adobe's competitive positioning in light of the partnership.
I start by making sense of the acquisition.
First, Adobe, the creativity company, does not do many acquisitions and is more focused on organic growth, and boasts a rich pipeline. While it is predominantly known for its Reader software in order to open PDF documents, other products like Adobe InDesign and XD are used by graphic designers in creating, and publishing documents for print and, increasingly for digital media.
With everything going digital, comes the concept of “collaborative creativity” whereby, in order to deliver a project involving multi-skilled persons working together on a tight schedule, there is a need for active collaboration as well as the need to be creative. However, with the advent of Covid, the way teams operate has changed, with the team leader no longer being constantly around in order to motivate his team of web designers. He can still use tools like Zoom (NASDAQ:ZM) to communicate remotely with them as they mostly work from home, but, just think of a scenario where the collaboration can be achieved within the very software they are using to do their work. Well, this is enabled by Figma, a little-known company, but with a great collaborative platform used mostly for browser-based design.
After initially being adopted by smaller companies, Figma has become popular at Salesforce (CRM) and Atlassian (NASDAQ:TEAM) together with Oracle (ORCL), and Google (NASDAQ:GOOG). This popularity became an acute problem for the creativity company, especially with the usage of Figma at Microsoft, which has traditionally used Adobe products, to the point of threatening the partnership between these two.
This partnership which started decades ago as I mentioned earlier was reinforced in April 2015 and involved integrations between Adobe’s Document Cloud and Microsoft products, giving users the ability to create a PDF directly in applications like Office 365, which is Microsoft’s cloud-based version of its office productivity tools.
Moving beyond the technical integration phase, the partnership later expanded to the co-selling of applications and co-marketing products, with one concrete example being software integrators having to purchase both licenses of Adobe’s Document cloud and Microsoft products. Therefore, the deal has been lucrative for both.
At the same time, deeper integration at the application level ensured less customization works for both Adobe and Microsoft resellers with fewer support hours in tackling customer support requests. As a result, not only Adobe's annual revenues (as measured on a year-on-year basis increased) but gross profits as well, since the end of 2015 as shown in the charts below. At this point, it can be argued whether Adobe's phenomenal progress was solely due to its partnership with Microsoft, but, one has to admit that there is indeed some coincidence.
Pursuing further, given its product positioning focused primarily on design for the web, Figma is a strategic company and in case it is acquired by someone else, Adobe may see an erosion of market share.
This said Adobe remains committed to Apple and, to this end, Adobe XD, its competing product for Figma was first released as "Adobe Experience Design CC" in March 2016 for macOS, with the Windows version only released eight months later.
Without going into the Mac-Windows debate, choosing between these two is more a matter of preference and finances, but, it is Microsoft's gear that equips most corporations' desktops today, and, Adobe's strategy which consisted of expanding from a niche customer base (composed of macOS users) to a more commoditized one (Windows) has immensely benefited the creative company.
Then, of course, there is the competitive standpoint.
The acquisition was also done because of the increasing competition faced by Adobe XD, which is part of the Creative Cloud segment, and to this effect, the blue chart below shows how segmental revenues, despite showing progress, seem to have reached a peak. Thus, revenues grew to $2.63 billion in Q3-2022, representing an 11% year-over-year growth, but this is down from the 21% growth experienced in the third quarter of 2021 when revenues were $2.37 billion.
For this purpose, the orange chart above depicts how the year-on-year growth has been decreasing, and the fact that Adobe charges $9.99 per month, or less than Figma's $12 seems not to have helped much.
Adopting a dose of realism, some of the deceleration is also due to Adobe’s revenues being impacted by the war in Ukraine and foreign currency headwinds, but, Figma, on the other hand, seems to be immune to these concerns as it is enjoying "explosive revenue growth". Moreover, as per Adobe's CEO, Figma is profitable too.
Consequently, by buying out the competition, Adobe, not only makes sure that it will see growth in a period when there are risks of market stagnation due to recession risks but should also see more profitability, as Figma's margins get added to its own and there is a reduction in sales and marketing expenses.
Viewed from this angle, the acquisition makes sense, but, with opportunities also come challenges.
As per Adobe, the two entities will not merge since Figma will maintain independent operations. This is perfectly understandable given that Adobe XD also has its own strength namely as a vector-based design tool for anything from fully-fledged websites to smartphone apps. There will also be switching costs in case customers move away from products like User Experience ("UX") designer and Adobe’s Photoshop or Illustrator.
Consequently, equipped with Figma and XD, Adobe has a unique opportunity to "tie up" designers and developers by proposing a broader range of solutions, while progressing to create new markets. Talking figures, Figma's TAM alone is estimated at $16.5 billion by 2025. Add to this, the TAM of $205 billion forecasted by 2024, comprising Adobe Experience Cloud, Document Cloud, and Adobe Creation cloud, then, you have a total market opportunity of over $220 billion.
Therefore, there are opportunities to increment the top line and bottom line as listed in the table below.
|1||Growth Opportunities||Add to topline growth in 2023|
|2||Microsoft Partnership||Makes sure the partnership is sustained|
|3||Adobe XD competition and Profitability||
Ensuring that growth continues for Creative Cloud, Less operating expenses
|4||Total Addressable Market||Above $220 billion|
Two completely different corporate cultures
Product overlapping features
How Figma's customers will adapt to Adobe
Buying out of the competition
Regulators in the U.S. and the E.U.
However, the above table also highlights the execution aspect, with, on the one hand, Figma relying on adoption mostly through a freemium business model, while for Adobe, it is primarily a top-to-bottom approach whereby designers have to use its products after its sales representatives have inked an agreement with an enterprise. Hence, some customers may not digest the acquisition, but the fact that Adobe intends to keep Figma as a separate entity should help.
Furthermore, it would be useful to watch how Adobe executives execute the product and go-to-market strategies due to the overlapping features between XD and Figma. Equally important, it will also depend on how things work out with partner Microsoft.
Sticking with the cautionary side, while regulations seem less stringent in the software industry, it is also important to watch out for how the regulatory approval plays out, especially in an economic landscape where the cost of doing business escalates globally. Here, investors should bear in mind that the Federal Reserve's hawkishness aimed at addressing the inflation problem should induce further volatility in the stock market till the end of this year unless the CPI (consumer production index) which was quite hot for the month of August stabilizes.
This is the reason, why, unless you are a trader who wants to profit from a bounce, it is preferable to avoid both stocks for the time being and wait for a better margin of entry. According to some sources, the S&P 500 could drop to 3,020 points or 22% below the current value of 3,873.
In addition to competitive reasons, it makes sense for Adobe to disburse $20 billion to ensure that its products continue to occupy the sweet spot-on Windows desktops as well as in Microsoft's cloud. However, in a market where steady top-line growth, profitability, and stable free cash flows are being prioritized, caution is mandated when investing, especially for the creative company.
Moreover, a lot will also depend on Microsoft, and to this end when responding to a general question about its partners and the use of third-party technology in its cloud during a exact conference organized by Goldman Sachs (GS), Microsoft's EVP and CCO, Judson Althoff, responded that their approach depends primarily on making the customer successful.
Finally, bearing in mind that Microsoft prioritizes the customer over its partners, it is important to monitor the software giant's product strategy while also waiting for Adobe's guidance for 2023 which should comprise Figma's financials.
Adobe is launching a marketing mix modeling service that uses artificial intelligence to assess return on investment in weeks rather than the months it typically takes for such analytics.
The upshot is that marketers can use the tool, which will be generally available as part of the Adobe Experience Cloud, to adjust media and marketing plans on the fly, or at least within a month or quarter, rather than taking a retrospective look at what happened in the past to adjust future spending.
The tool, powered by Adobe’s Sensei AI engine, also appears practical for smaller and mid-size marketers that don’t have teams of data scientists on staff and often can’t afford the price tag for an outside marketing mix modeling project. One early pilot user was AAA Northeast.
Adobe’s move comes as marketing mix modeling (MMM) enjoys a renaissance after years of losing ground to multi-touch attribution (MTA). Making the AI tool available across an already huge base of Adobe could fuel the growth of MMM further.
Attribution has taken a hit because it relies heavily on tracking the online behavior and purchases of individuals, which has grown more challenging amid the dwindling availability of cookies and digital identifiers and will become even harder once Google follows through on plans to eliminate third-party cookies from its Chrome browser. Google has delayed the move multiple times, with plans to now eliminate cookies by the end of 2024.
MMM uses modeling based on a variety of data streams but doesn’t require individual identifiers. And the approach long has focused on offline media—where it had its roots—in addition to digital. But it also generally has been costly and time-consuming, requiring six- or seven-figure price tags and months or work.
An early pilot user of Adobe’s “AI as a service” approach is AAA Northeast, which used it in March to deliver a 28% increase in lead generation for its auto insurance business while reducing advertising spending 16% for the month.
“Our tech stack is primarily Adobe,” said Lisa Melton, senior VP of marketing at AAA Northeast. “And so when they came to us and asked if we wanted to be part of the pilot, we were like, absolutely. It’s every marketer’s goal to make sure your dollars are going where they have the biggest return.”
The AAA Northeast insurance business that was in the pilot uses digital display, search, connected TV, linear TV and a small amount of postcard direct mail, Melton said. Adobe’s AI MMM analysis led her to shift money out of linear TV into display and search.
Melton hopes to continue to testing the AI MMM tool on other lines of business, perhaps including membership acquisition, which has more direct mail in the mix. And she’s now incorporating the Adobe Experience Cloud into her tech stack.
Adobe previously had an AI attribution tool, but in conversations with marketers found that they wanted ROI analytics solutions that cover other media that attribution can’t, including offline cookieless media and social media walled gardens, said Monica Lay, principal product marketing manager for digital experience at Adobe.
Marketing mix modeling can analyze results from those media, but historically took six to 12 months to set up initially and three months to deliver reports on an ongoing basis after that, Lay said. That doesn’t help marketers who want to know how to spend incremental dollars—or cut budgets—within a current budget cycle, she said.
“We’re noticing in customer conversations pressure on senior leadership to deliver more for less,” she said. “We’re seeing budget cuts across marketing spend, but there’s still pressure to deliver the same revenue targets.”
Liz Miller, VP and principal analyst of Constellation Research, who’s tried the AI MMM tool, said she really likes it as “a way of accounting for all that data that can come in as a giant tsunami that no one can really manage. This starts to bring a new layer of what I refer to as decision velocity, which is about making not only good decisions, but making great decisions faster.”
Miller also believes the tool, as part of an Adobe service suite, could open marketing mix modeling to a much wider range of marketers who simply couldn’t afford it before. “Media mix modeling has been cost prohibitive for a lot of organizations,” she said.
Gerry Murray, research director for marketing and sales technologies at IDC, sees Adobe’s move as “an inflection point” for intuitiveness and simplifying how marketers can use models that drive decision-making.
“I think it’s a bit of a dawning of a new day for marketers to have a more holistic ability to show how they drive the revenue and customer lifetime value metrics that the C suite is really interested in, not just the clicks and engagement metrics,” Murray said.
Adobe’s new tool likely will appeal to existing Adobe analytics users, but it’s not the only way to overcome the privacy restrictions hampering MTA or the speed and cost issues that long have hampered MMM, said Jeff Greenfield, a pioneer in MTA who now is CEO of Provalytics. His company takes an alternate approach, combining elements of attribution and marketing mix modeling to measure “incrementality,” or the incremental impact of changing spending across a variety of online and offline media.
AI, while it’s a hot buzzword in marketing, is probably a misnomer here, Greenfield said. Few if any systems in marketing analytics truly show signs of human cognition or original thinking that are hallmarks of AI, he said. “Machine learning” is likely a more accurate description, he said, of the series of algorithms that could go into automating a marketing mix modeling process.