Adobe adds cross-channel campaign management to Marketing Cloud

Latest solution brings sixth integrated pillar into the software vendor's digital marketing management platform

Adobe has added a sixth integrated pillar to its Marketing Cloud portfolio aimed at cross-channel campaign management.

The campaign technology capabilities are the result of the company’s acquisition of campaign management software vendor, Neolane , for US$600 million in June, and will sit alongside Adobe’s analytics, targeting, social media management, asset and content manager, and online media optimisation solutions.

All six solutions are available as cloud-based services and are based on open architecture. According to Adobe Australia and New Zealand managing director, Paul Robson, the expanded digital marketing toolkit will empower marketers to develop integrated customer profiles and deliver relevant offers and messages in real-time.

“Adobe Campaign brings critical cross-channel campaign management capabilities to the industry’s most robust marketing solution, and provides top brands with the complete digital marketing solution they have been looking for to deliver the most outstanding customer experiences,” he said.

Earlier this week, Adobe also announced major updates to its digital targeting and testing solution, Adobe Target, aimed at simplifying the user experience. The changes include a redesigned and touch-based interface, plus a new step-by-step workflow framework to guide users through testing digital offers and personalising Web content for specific audiences.

Digital’s rise into the heart of marketing: Adobe’s Brad Rencher
Adobe and IBM lead digital marketing platform race: Ovum
Digital marketers spend less than 5 per cent of budget on optimising activities

The vendor has also introduced a centralised customer audience library, real-time interactive reporting on targeting efforts, mobile app optimisation, and what it calls a ‘visual experience composer’, allowing users to create varied content directly on a Web page.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Against Net Promoter: A new way of interpreting the customer data deluge

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

How to better value your data

As digital marketing techniques matured over the last few years, the momentum to collect and utilise data has rapidly gathered pace.

Mark Cameron

CEO, Working Three

5 essentials for leading digital transformation

While each business will have a unique digital transformation agenda, there are five essentials every CMO can pick up and excel at to ensure a smooth transformation.

Jacki James

strategic planner, Zuni

Immersive technology will be the way of the future once technology allows you to immerse yourself into different situations such as games...

shane redmond

Microsoft's retail store a step forward in building immersive lifestyle experience, says brand expert

Read more

You have your wish Valentina! We caught up with the MCG to get an update on the trials and what the next steps are for the venue. http://...

nadiacameron

Melbourne Cricket Ground to give away pies during Beacon trial

Read more

You think people are annoyed with marketing messages now? Wait til they start getting them on their pill bottles. That's not "engagement...

Len Diamoond

Marketo CEO: Mass media is dead; embrace engagement marketing

Read more

I'd love to hear an update on how this trial went and any stats that are being released. Have looked around and doesn't appear to be anyt...

Valentina Borbone

Melbourne Cricket Ground to give away pies during Beacon trial

Read more

Thanks

Veri kurtarma

How data is driving the customers of a lifetime for BaubleBar

Read more

Sign in