Adobe has been trying to focus more on its marketing portfolio for some time now. To that end, the company has expended considerable resources and has acquired Neolane, a company that has many very well-reputed customers. The acquisition deal has reportedly raked in a whopping $600 million.
Neolane may not be too famous and it has an annual revenue of less than $60 million, but it has clients which include the likes of Samsung, Dior, Sony and Alcatel-Lucent. So for Adobe, the acquisition may work since the company is merely seeking to gain more traction in the digital marketing solutions niche.
Adobe already offers Adobe Social which provides a number of analysis tools related to digital marketing. However, with the acquisition of Neolane, Adobe now has actual tools, ready set of clients and huge marketing campaigns to take care of. This marks the company’s direct entry into the realm of hardcore marketing.
Until now, Adobe’s Marketing Cloud included Experience Manager, Social, Target, Analytics and Media Optimizer. Now, Neolane is the sixth part of the Cloud.
According to the senior vice president and general manager of Adobe’s Digital Marketing business, Brad Rencher, “The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe Marketing Cloud. Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process.”
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