News Byte: Adobe Announces Marketing Cloud Integration

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Adobe inserts the content piece of the cloud puzzle.
Adobe inserts the content piece of the cloud puzzle.
 

Adobe today announced it would integrate functions of Adobe Campaign and Adobe Experience Manager—two of the six solutions in the company's Marketing Cloud—as a way to help marketers improve the delivery of content across online and offline channels. Adobe Campaign grew out of Neolane, which Adobe acquired in July.

Combining the two solutions, Adobe maintains, will allow marketers to achieve better scalability of high-content campaigns in real time, enhance their transactional messaging, and improve their “distributed marketing”—the creation of targeted content aimed for localized markets or key B2B accounts.

“This is really about breaking down the silos in organizations between functional departments and what has been an agency or a disparate content creation department that are not involved in driving revenue,” explains Patrick Tripp, senior product marketing manager for Adobe Campaign. “What we've been seeing within a lot of these enterprise systems is that content has been the missing piece of the puzzle.”

Tripp notes that combining the two solutions will not only enable marketers to create and control higher quality content, but also build rules into the campaign delivery system to avoid fatiguing prospects with content overload.

“This is the first of many integrations we'll be introducing within the Marketing Cloud,” Tripp said.

Adobe made today's announcement at the annual convention of the National Retail Federation since retail has long been Neolane's key vertical market.

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