By Doug Eaddy
Adobe Creative Cloud has been the go-to software for digital creativity for decades. It is known for equipping Graphic Designers, Art Directors, Creative Directors and Entrepreneurs with tools like Photoshop, Illustrator, and Premiere Pro to create some of the most cutting-edge work to date. With its marketing strategy mix ever evolving this is why Adobe remains one of the top choices for creators. However, there is room for improvement especially when compared to simpler and cheaper platforms like Canva, Affinity Suite, Figma and CorelDRAW. Let’s dive into how their marketing mix aligns with their vision and where they can improve to aid the creative empowerment, they strive to be a part of.
Product: Tools for Every Creator
Adobe’s tools aim to exceed expectations on as many aspects of creativity as possible, which aligns with its mission, which is to aid creators. But, the reality is that some of the tools are tough to learn. Canva brings in a lot of new customers and revenue with how simple their platform is, and Adobe could attract more new customers if they implemented simple onboarding procedures, step-by-step guides, and ready made templates for specific fields. This would make Adobe’s tools more functional while maintaining the versatile, professional-grade utility that differentiates it from other platforms.
Price: Making It Work for Everyone
From students to larger corporations, Adobe’s subscriptions are effective for numerous users. However, small startups and solo creators experience problems with pricing. Competitors such as Canva lure users in with free or inexpensive plans. Adobe could solve this issue by introducing modular pricing plans or one-time purchase options, which would remove the cost issue for smaller users while still utilizing the premium tools.
Place: Any Location, No Hassle
It is excellent that Creative Cloud makes Adobe’s tools available throughout the world. But, being that today’s creatives are more mobile than ever, and Adobe’s mobile apps do not have the power as its desktop programs. Adobe has the opportunity to compete while Canva excels in mobile functionality. By improving their mobile apps like Adobe Express and enabling creators to work on the go without limitations, they would stand a better chance at competing.
Promotion: Linking Up Creatives
Adobe has a good reputation with its collaboration efforts, social media presence, and the Behance platform. However, to keep up with other competitors like CorelDRAW which focus on the community, they have to do much more. By focusing on young creatives, organizing workshops, and building virtual opportunities for networking, they would set themselves as the platform of choice for all creators irrespective of their skill level.
What Else Can Be Done to Improve Adobe Product
The integration of the 4 P’s into Adobe’s framework shows their commitment to users and their creativity. However, competing with other businesses in the market can be done more efficiently through improvement of key strategies. Offering a beginner friendly interface would help as would increase mobility options and compromise pricing for freelancers and entrepreneurs. More engagement with the community would build loyalty and inclusiveness to a greater extent making it possible for Adobe to truly be the platform that grows with its users.
In this age of cut-throat competition, it is those brands that tune in to the needs of their audience that rise to the top. Addressing these issues will have far-reaching consequences and will help elevate Adobe’s reputation as the ideal facilitating partner to creators, ranging from first time users to experienced professionals.