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.

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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in