Adobe to acquire content marketing platform Livefyre

Adobe's Marketing Cloud as of late has emphasized its focus on customer experience, and the acquisition of Livefyre should be able to enhance that.

Adobe is acquiring Livefyre, a content marketing and engagement platform that can help Adobe's clients capitalize on user-generated content. The terms of the acquisition were not disclosed.

Adobe's Marketing Cloud as of late has emphasized its focus on customer experience, and the acquisition of Livefyre should be able to enhance that. Livefyre platform allows businesses to scour social media for content related to their brands. In addition to monitoring that activity, businesses can use Livefyre tools to use that content in marketing campaigns.

"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," Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target, said in a statement.

Livefyre will be part of Adobe Experience Manager, the company announced, and integrated across Adobe Marketing Cloud to make user generated content available across all eight digital marketing solutions.

Adobe already has a relationship with the San Francisco-based startup. The two companies announced a partnership in September to give marketers using Adobe Experience Manager the capability to combine content created from Adobe Creative Cloud with social content curated by Livefyre. Additionally, Adobe participated in Livefyre's Series D funding round last year.

Back in September, Adobe said of their partnership, "Regardless of the buzzwords, such as omnichannel, multichannel, real-time and IoT, used to describe the digital disruption brands are facing, one thing is clear: Content is still king."