As part of a new strategy moving forward, Adobe announced today that it will be cutting about 750 full time jobs, predominantly in the US and Europe.

The company elaborated that the restructuring is due to a bid to “better align resources around digital media and digital marketing”, two areas in which it is investing quite heavily.

Adobe asserted that in digital media, the company was “the industry leader in content authoring solutions, enabling customers to create, distribute and monetise digital content”, most evident in the company’s creative suite of products.

Adobe elaborated that a high priority for the company entailed offering customers the ability to make, manage, measure and monetise content and applications across all devices.

Head in the Cloud

Adobe elaborated that its Digital Media growth strategy revolves around its recently announced Creative Cloud. This is expected to enable the company to “rapidly deliver new product capabilities and services; penetrate untapped market segments; and increase overall engagement with customers.”

To this end, the company explained that it would be shifting resources to support even greater investment in HTML5, through tools like Adobe Dreamweaver, Adobe Edge and PhoneGap, which was recently added through the acquisition of Nitobi. Additionally, the company is apparently refocusing resources on Flash to deliver advanced PC web experiences, including gaming and premium video.

Another high priority for the company in its new strategy included empowering media companies to profit through publishing their content to any screen.

The marketing frontier

Adobe explained that while its Digital Media business centers on content creation and publishing, its Digital Marketing business is focused on enabling customers to “maximise the impact of their digital experiences across devices and media types”.

A key pillar in this pursuit lay in enabling content publishers to segment their audiences and maximise their advertising revenue. This was particularly noteable through the company’s recent acquisition of Auditude at the beginning of this month.

To the point

"Our mission is to produce the world's content and maximize the impact of that content," said Shantanu Narayen, Adobe president and chief executive officer. "Adobe is doubling down in the Digital Media and Digital Marketing categories, markets rich with opportunities for innovation and growth," he concluded.