Adobe acquires Livefyre to add to Marketing Cloud

Digital marketing technology vendor acquires US-based company that helps brands collect and stream user-generated content into digital properties and advertising

Adobe has acquired content management technology provider, Livefyre, adding yet another string to its Marketing Cloud bow.

The digital marketing vendor has entered a definitive agreement to acquire the privately-held US-based business, which provides technology that allows brands and publisher to collect and stream user-generated content in real-time to their websites, as well as directly to ads, emails, TV, digital billboards and apps. Financial details have not been disclosed but the deal is subject to several closing conditions and is expected to close in coming months.

Adobe said it plans to integrate Livefyre’s technology into Adobe Experience Manager, its digital content management platform, one of eight offerings sitting within the Marketing Cloud portfolio of products.

The vendor noted both companies already served a number of the same customers, a list that includes Tourism Australia locally and News Corp. Other Livefryre customers include CNN, Coca-Cola, Kimberly-Clark, Hallmark, National Geographic and Univision.

“With this acquisition, our customers will be able to unify the best social media content with branded experiences created in Adobe Creative Cloud and community-driven content in Adobe Behance and Adobe Stock,” said AEM and Adobe Target VP, Aseem Chandra.

Raab Associates founder and analyst, David Raab, said the deal makes a lot of sense.

“It shows Adobe being open to giving marketers something they need – better tools for user generated content – even when that content was not being generated by traditional Adobe tools,” he told CMO. “That’s actually pretty forward-thinking of them.”

Raab questioned, however, how much tighter integration between the two platforms could be.

“It won’t make marketers’ lives significantly easier,” he said. “Ultimately, it’s about giving Adobe another revenue stream by letting them provide a function they didn’t have already. And there’s nothing wrong with that.”

Livefyre founder and CEO, Jordan Kretchmer, noted Adobe’s leading position in the digital marketing platform arena.

“We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalised digital experiences,”he said. “ The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry.”

Integration is the name of the game for Adobe across its Marketing Cloud, which has been built off the back of a number of acquisitions. These have included campaign software management provider, Neolane, in July 2013, web software provider, Day Software, in 2010, and marketing analytics provider, Omniture, in 2009.

In March, the vendor announced a raft of new integrations between capabilities across the Marketing Cloud, as well as plans for a new people-based cooperative to help brands better share cross-device information on consumers, along with new machine learning and analytics features across the stack.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in