Adobe digs deeper into marketing field with Neolane purchase

Adobe will fold Neolane's Conversational Marketing Platform into its own Marketing Cloud portfolio

Further boosting its presence in the field of product marketing, Adobe is acquiring campaign management software provider Neolane for approximately US$600 million in cash.

Based in Paris, privately held Neolane specialises in orchestrating marketing campaigns across multiple channels including Web, email, social media sites, mobile, call centre outreach, direct mail and point-of-sale locations. Its flagship product is called Conversational Marketing Platform.

Neolane, founded in 2001, reports having about 400 corporate customers, including many that also use Adobe products. The customers cover a wide range of industries and include Ikea, EMI Music, Barnes & Noble, DHL International, Wells Fargo Center and others. The company reported $58 million in revenue for 2012.

It's Neolane's cross-channel campaign management capabilities that caught the attention of Adobe, said Brad Rencher, an Adobe senior vice-president and general manager of Adobe's digital marketing business, in a statement. These capabilities extend Adobe's own Marketing Cloud portfolio of products and services, joining the existing Analytics, Target, Social, Experience Manager and Media Optimizer lines.

The acquisition is the latest in a series of company purchases Adobe has made in the field of marketing software and services. In 2009, Adobe purchased marketing analytics software provider Omniture for US$1.8 billion. In 2010, the company purchased customer interaction specialist Day Software for $240 million.

In this field, Adobe also purchased Demdex and Auditude in 2011 and Efficient Frontier in 2012.

Digital marketers spend less than 5 per cent on optimising, Adobe report find Print and TV remain preferred advertising channels for consumers, new Adobe research reveals

Neolane has about 300 employees and has offices in the US and the Asia-Pacific region as well as in Europe. Its North American headquarters is in Newton, Massachusetts.

The deal is expected to close in July, pending completion of the usual closing conditions.

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in