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.
Leaning into brand building is a key way IAG's NRMA and CGU businesses are getting through the COVID-19 pandemic, chief marketing officer, Brent Smart, says.
For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.
Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?
CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.
University of Adelaide Business School and University of South Australia
Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...
Paul Scott
How to design for a speculative future - Customer Design - CMO Australia
Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...
Phil Davis
ACCC launches fresh legal challenge against Google's consumer data practices for advertising
“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...
Lawrence
Brand Australia misses the mark
IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...
JV_at_lAttitude_in_Cairns
Brand Australia misses the mark
Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...
Rochie Grey
Will 3D printing be good for retail?