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.

Comments are now closed.

Supporting Association

Great article. Its complicated; balancing a great user experience with value of business marketers and return to shareholders. Amazin...

Tim Davies

How marketers lost faith in Facebook

Read more

Yes, it seems strange that Sport Clubs don't see the people who pay as customers...but it is. Especially in the Italian Serie A: check my...

Alessia Cocco

Thinking of fans as customers: Australian Rugby Union's data journey

Read more

Imagine, a business actually seeing the people who pay as customers. Who'd a thought eh?

Blinky Bill of Bellingen NSW

Thinking of fans as customers: Australian Rugby Union's data journey

Read more

What is the problem? They are glasses. Take them off when use isn't warranted, then put them back on when you need them. Simple. I'm more...

Andrew

Google Glass marketers focus on transparency

Read more

Little things can truly make the biggest difference. Here is a slideshare deck that provides a further overview of the Purple Goldfish co...

Stan Phelps

Why you need to put the emphasis on customer experience over acquisition

Read more

Sign in