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 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

Latest Videos

More Videos

It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...

Jeff

Versa launches bot-activated website

Read more

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in