Adobe Systems Inc, a U.S.-based computer software firm, still focuses on its digital marketing strategy as its main key in strengthening its presence in China. The move comes despite the strong merging of mobile technology for corporate use.
This week, the firm held its Adobe Executive Forum in Beijing, showcasing the role of digital and mobile transformation in innovation and corporate efficiency.
According to the California-based tech giant, over a hundred digital leaders attended the event.
"As more people in China use mobile devices, businesses need to ensure they are also optimizing for mobile. For enterprises, that means the experience they give customers on their smartphone has never been more important," Paul Robson, Adobe's president for Asia Pacific, remarked.
Robson explained that the forum also aims to raise awareness about the need for firms to venture into digital marketing transformation to reach more customers.
"A lot what we do as a company now is to educate on ways to embrace digital transformation through mobile," he enthused.
Adobe is able to compile data and gather real-time info consumer behavior to create more efficient and more effective business strategies through the firm's digital marketing services.
In Oct. 2014, it published a global survey together with the global executive affinity group CMO. The survey showed that marketing professionals from China were the lowest in terms of having a digital mindset in the Asia-Pacific region, amid the fast-paced growth and high penetration rate of mobile gadgets.
The China Internet Network Information Center recently revealed that as of December last year, Chinese digital citizens tallied up to 649 million. The figure includes 557 million mobile phone users.
The center added that the percentage of mobile phone user populace grew from 81 percent to 86 percent last year.
"Adobe has had success with its digital market suite in the West, and with the growth in app development and startups in China, there is a big opportunity for Adobe," Neil Flynn, portfolio manager at Alcuin Asset Management LLP, remarked.
Adobe first started its operations in China in the late '90s. Back then, it only targeted traditional global clients like creative firms and media entertainment companies. Its shift into the digital marketing strategy invited more companies from other fields to engage deals with the firm.