An article published on Adweek titled, Adobe Is Now Letting Marketers Tag and Track
Social Campaigns Bring real-time analysis to organic content discusses a
new feature where marketers can examine and track content across the internet. What
is really interesting about this article is the discussion of how content is
changing on social channels. Heidi Besik, group product marketing manager for
Adobe Social said, “A lot of it is coming from the fact that we’re seeing
through this convergence of social and content marketing happing within
marketing as a whole. Where content is becoming key to the social channel and
there’s greater demand for high-quality content and figuring out how do you
create more engaging content to break through the noise and keep the noise of
your brand (Swant).” Adobe has used campaign ID tagging for a while but the new
updates allow for a closer look into how content is performing. This is also
the next step in automating analytics so tracking this information won’t
require as much effort. Brands can create custom metrics across channels to see
what works for them in terms of an engagement rates. This feature is important
for marketers because they can easily track what’s working on these social
channels and what isn’t. It’s another step towards improving technology. As
internet users, this is a perk for us when receiving content on social
channels. Marketers will be able to target users for efficiently and cut back
on clutter.
The video below explains how tagging and tacking actually
work.
Link to article on Adweek: http://www.adweek.com/news/
