The long anticipated integration of Campaign into Adobe's broader marketing suite will take a big leap forward late this summer, but customers should expect ongoing changes throughout the year.
Campaign, acquired when Adobe paid $600 million in cash for Neolane last July, sends personalized content across any channel. Adobe released a rebranded version in January that connects with its Experience Manager. But the company still has a long way to go before Campaign works seamlessly with the other four parts of the Adobe Marketing Cloud -- analytics, media optimizer, social and targeting.
"I think it's going to take some time to fully flesh-out that acquisition and fully integrate it with the marketing cloud," Patrick Tripp, senior product marketing manager for Adobe Campaign, said in an interview. "It's going to be a journey. It's going to be a series of announcements through 2014."