Adobe buys Neolane for $600 million, adds to digital marketing arsenal

Summary:Adobe acquired Neolane, which offers technology to manage marketing campaigns offline and online, in a move to target more CMOs and chief digital officers.

Adobe on Thursday said it will acquire Neolane, a Paris-based company that focuses on cross-channel marketing, for $600 million.

For Adobe, the Neolane purchase is really about bolstering its position in digital marketing. The purchase of Omniture, Day Software, Demdex, Auditude and Efficient Frontier have enabled Adobe to put together a cloud marketing suite.

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Specifically, Neolane integrates offline and online data and runs campaigns across email, social, mobile, call center, snail mail and point of sale terminals.

Adobe's marketing cloud includes analytics, targeting, social, experience management and media optimization. In a blog post, Adobe's Brad Rencher, general manager of the digital marketing unit, said:

CMO’s, Heads of Digital, CRO’s and marketing leaders come to Adobe every day, asking us to help them deliver highly personal experiences across any channel and any device, and do it within milliseconds. They need us to help them answer the CEO when asked, “How is our marketing budget paying off?”

Neolane has more than 400 customers and has many joint accounts.

The deal will close in July, said Adobe.

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Topics: CXO, Enterprise Software

About

Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic. He was most recently Executive Editor of News and Blogs at ZDNet. Prior to that he was executive news editor at eWeek and news editor at Baseline. He also served as the East Coast news editor and finance editor at CN... Full Bio

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