News Byte: Neolane Becomes Adobe Campaign

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News Byte: Neolane Becomes Adobe Campaign
News Byte: Neolane Becomes Adobe Campaign

What is it? Adobe announced that Neolane has become Adobe Campaign—the sixth solution in its Marketing Cloud—in a blog post yesterday. Adobe Campaign—a cross channel campaign management tool—joins Adobe's Analytics, Experience Manager, Media Optimizer, Social, and Target as part of the cloud.

WIIFM? Consolidation has been a hot topic for the marketing industry for the past two years. For example, acquired Buddy Media in June 2012; ExactTarget purchased Pardot in October 2012; and Oracle bought Eloqua in December 2012. And the acquisitions continued into 2013. acquired ExactTarget in June 2013, and Adobe finished up the summer strong by completing its $600 million acquisition of Neolane this past July.

Who's Talking? In a recent interview with Direct Marketing News, Jeff Allen, director of product marketing for Adobe Analytics, said the motivation behind many of these acquisitions was to manage multichannel information more effectively.  

"Each of these vendors plays a little bit of a different role; but at the end of the day, none of these vendors had their own orchestration engine," Allen said. "They had pieces of orchestration living in components, but they didn't have something that was, by itself, able to orchestrate those interactions...A lot of the Eloquas, Marketos, Pardots—those guys are really heavy in email. A big component to them is like a completely grown Listserv. Neolane has that, but Neolane takes a little bit more of a multichannel view of the way they manage that."

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