How big will digital marketing be for Adobe?

I read this interesting article in Times of India about the Adobe’s chief executive statement on their company’s next big plans and future digital trends.

We see digital marketing as our largest software-as a-service ( SaaS) business and it will be $1 billion in three years. There's an evolution which will happen towards that model. First step is that companies will really be able to understand they can measure impact of their marketing effort. Once you have that in place companies will seek actionable ways to do intelligent things (like target-specific buyers by age or gender).

We believe we are on a multi-phase journey and to begin with, we are doing the plumbing that will help companies measure all information. Omniture helps analyse one trillion transactions every quarter. We will help create new business models for companies in financial services, publishing, retail, travel and other industries which are gearing up for an era of online marketing. It is going to be an ongoing campaign and that's what digital advertising agencies are also thinking of - it's a new opportunity for them as well.

To know more about this story visit http://articles.timesofindia.indiatimes.com/2012-03-13/strategy/31159067_1_digital-marketing-digital-media-shantanu-narayen