Adobe 'Filled Gaps' With Neolane #AdobeSummit

3 minute read
Dom Nicastro avatar

Adobe added email campaign management software to its marketing cloud last year to fill gaps in its digital marketing arsenal, analysts told CMSWire this week at the Adobe Summit Digital Marketing Conference in Salt Lake City.

Adobe is showing off the new product — Adobe Campaign — at the annual conference. Last June, Adobe spent $600 million to buy Paris-based Neolane, adding missing pieces to its software puzzle. “Neolane added the industry leading cross channel campaign management tool to the marketing cloud suite,” said Cory Munchbach, an analyst serving customer insights professionals at Forrester Research.

What Adobe Lacked

Neolane set itself apart from the competition, Munchbach said, with the robust online and offline channels its platform managed.

“That offline piece is of particular importance since Adobe's focus and strength in marketing has been digital only,” Munchbach said. “Since marketers still use offline channels. Because consumers still live in an offline world in many ways, this is an important component for Adobe to have in its arsenal.”

R "Ray" Wang, founder and principal analyst for Constellation Research, called Neolane the “heart” of Adobe Campaign. Before it: 

Adobe did not have a competitive email marketing product and marketing automation platform. Adobe has aspirations to go from creative to commerce, and this is a key element in their ascensions.”

Brad Rencher, Adobe’s senior vice president and general manager of the Digital Marketing business unit, told the crowd at the conference that Neolane’s cross-channel integration was unique and attractive for Adobe.

Another Marketing Automation Player

Thumbnail image for image-adobecampaign-2013.jpg

Adobe now enters the crowded marketing automation race. No wonder: it’s a $1.9 billion industry by one estimate, and Adobe obviously wants a piece. In fact, the move alone to get Neolane made Adobe a legitimate player in the marketing automation space, according to one assessment by Forrester.

Learning Opportunities

Will Adobe be able to play ball here with Act-On, CallidusCloud, IBM, Marketo, Oracle, Salesforce, Salesfusion and Silverpop? We need a little time on that one.

In a breakout session yesterday, Adobe highlighted features in Adobe Campaign like email rendering, responsive design in multiple channels, triggered messages and real-time email feedback. Customers in the session wanted to know about bounce management and click-through rates. 

Adobe’s Role

So where is Adobe in the digital marketing space? Naturally, it’s an attractive platform for some major, well-financed organizations like the ones showcased at this week’s conference: MGM Grand, Coca-Cola, FedEx and Audi. It’s already reached $1 billion in revenue in digital marketing.  

“Many Adobe products have performed very well in a variety of Forrester Waves, certainly establishing its credentials as a top tier digital marketing vendor,” Munchbach said. “Its continued investment in partnerships and acquisitions will further this position. The SAP hybris partnership announcement is the most recent example.” 

Wang sees Adobe emerging as a "key anchor" in the digital marketing space. He said Adobe dominates the creative space and the additions of Omniture and Day are also big gets. 

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