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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in