Adobe digs deeper into marketing field with Neolane purchase

Adobe will fold Neolane's Conversational Marketing Platform into its own Marketing Cloud portfolio

Further boosting its presence in the field of product marketing, Adobe is acquiring campaign management software provider Neolane for approximately US$600 million in cash.

Based in Paris, privately held Neolane specialises in orchestrating marketing campaigns across multiple channels including Web, email, social media sites, mobile, call centre outreach, direct mail and point-of-sale locations. Its flagship product is called Conversational Marketing Platform.

Neolane, founded in 2001, reports having about 400 corporate customers, including many that also use Adobe products. The customers cover a wide range of industries and include Ikea, EMI Music, Barnes & Noble, DHL International, Wells Fargo Center and others. The company reported $58 million in revenue for 2012.

It's Neolane's cross-channel campaign management capabilities that caught the attention of Adobe, said Brad Rencher, an Adobe senior vice-president and general manager of Adobe's digital marketing business, in a statement. These capabilities extend Adobe's own Marketing Cloud portfolio of products and services, joining the existing Analytics, Target, Social, Experience Manager and Media Optimizer lines.

The acquisition is the latest in a series of company purchases Adobe has made in the field of marketing software and services. In 2009, Adobe purchased marketing analytics software provider Omniture for US$1.8 billion. In 2010, the company purchased customer interaction specialist Day Software for $240 million.

In this field, Adobe also purchased Demdex and Auditude in 2011 and Efficient Frontier in 2012.

Digital marketers spend less than 5 per cent on optimising, Adobe report find Print and TV remain preferred advertising channels for consumers, new Adobe research reveals

Neolane has about 300 employees and has offices in the US and the Asia-Pacific region as well as in Europe. Its North American headquarters is in Newton, Massachusetts.

The deal is expected to close in July, pending completion of the usual closing conditions.

Join the PC World newsletter!

Error: Please check your email address.

Tags business issuesmarketingAdobe SystemsNeolaneindustry verticalsMergers and acquisitions

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Joab Jackson

IDG News Service
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?