Adobe Systems Inc., seeking to build on an unparalleled five-year run of success for its stock, is targeting a potential area of growth that will pit the software company against its biggest competitors.

The company has dominated in the field of digital media, the graphics and web-design software that generates about two-thirds of Adobe’s $4.8 billion in annual sales. Now it’s expanding its focus on marketing services -- where the company will compete directly with Salesforce.com Inc., Oracle Corp., Alphabet Inc. and International Business Machines Corp.