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Adobe Acquires Neolane to Bolster its Marketing Cloud

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Posted June 28, 2013 By Pedro Hernandez     Feedback

The $600 million deal will bring Neolane's cross-channel campaign management tech to Adobe's cloud-based marketing software and services portfolio.

Adobe announced June 27 that the company is acquiring Paris-based Neolane, a privately held marketing software company that specializes in cross-channel campaign management.  The companies expect the deal, which is valued at $600 million, to close in July.

Neolane's tech bridges online and offline campaign management. The platform provides audience segmentation and ad delivery, along with marketing and automation and management capabilities that stretch across Web, email and social to point-of-sale, direct mail and call centers.

"This enables marketers to deliver consistent customer experiences, personalized campaigns and increased ROI," boasted Adobe in a statement. And it's those capabilities that the company hopes to bring to its Marketing Cloud, said Adobe Digital Marketing senior vice president Brad Rencher.

In prepared remarks, Rencher indicated that Neolane helps position Adobe's mobile-friendly Marketing Cloud as a full service, end-to-end digital marketing platform. From the moment that first pixel hits a Photoshop canvas until an iPhone user views a mobile ad, Adobe wants to be there every step of the way.

"Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process," stated Rencher.

In a blog post, Rencher went into further details about what the deal will mean for his company's Marketing Cloud customers and hinted that integration projects are in the works. "The combination of Adobe and Neolane will give customers richer customer profiles, greater activation of social and mobile data, better definition of highly valuable customer segments, and more sophisticated automation and execution platforms," he wrote.

"As we move forward with Adobe’s acquisition of Neolane, we are ready to unite our technologies into a complete cross-channel solution to better meet the increasing demands of the consumer and to really deliver on the promise of personalization," stated Rencher.

Apart from its marketing software, Neolane also brings with it a healthy client roster. "Neolane has more than 400 customers worldwide, many of whom are Adobe customers as well," revealed Neolane CEO and co-founder Stéphane Dehoche. Notable customers include AXA Group, EMI and Sephora.

The acquisition follows this month's massive Salesforce-ExactTarget deal. On June 4, the cloud CRM specialist announced that it was buying ExactTarget, a cloud-based multi-channel digital campaign automation, management and reporting company, for a whopping $2.5 billion.

Pedro Hernandez is a contributing editor at Enterprise Apps Today and InternetNews.com. Follow him on Twitter @ecoINSITE.

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