Adobe unveiled a new integration between the company’s Marketing Cloud and Media Optimizer solutions that it said will enable users to gain insight into their target audiences to engage them through multiple channels. Deeper integration with its Adobe Analytics product also gives users access to buyer behavior data for personalization.
Adobe announced a definitive agreement to acquire Livefyre, a content curation and audience engagement company, for an undisclosed sum. With the integration, Adobe customers will be able to collect, curate and publish user-generated content from social networks for use in digital experiences across a brand’s marketing channels.
BrightEdge, a content performance marketing platform provider, announced the launch of Content Optimizer 3.0, a tool designed to provide marketers with insights into competitors’ content.
Content Optimizer 3.0 integrates with Adobe Experience Manager, intended to help users tap into web-wide competitor content data, and apply that data to be prepare a more strategic content creation initiative.
Adobe unveiled a new dynamic tag management capability for Adobe Marketing Cloud to streamline the process for tagging content to be measured and optimized across web properties. The new functionality provides marketers flexibility and control to quickly implement digital marketing strategies, while reducing IT dependence, according to company officials.
Dynamic tag management supports both Adobe and non-Adobe tags. While currently available to all Adobe Marketing Cloud customers, in the future dynamic tag management will be extended to marketers using any digital marketing platform.
Adobe Systems Inc. agreed to acquire privately held Neolane, a provider of cross-channel campaign management technology, for approximately $600 million in cash. Industry observers say the acquisition helps to fill some gaps in Adobe’s Marketing Cloud but still leaves the company without a CRM platform.
The deal, which is expected to close in July, is the latest in a flurry of acquisitions of marketing automation firms, including Salesforce.com’s recent deal for ExactTarget and Oracle’s acquisition of Eloqua.
Speakers from Adobe, IBM, Cigna and Avaya have been added to the agenda at this month’s B2B Content2Conversion Conference, taking place April 22-23 in New York at The TimesCenter.
“It’s an honor to us that key marketing leaders from companies large and small are recognizing the B2B Content2Conversion Conference as a must-attend event,” said Andrew Gaffney, Editor-In-Chief at Demand Gen Report, which is hosting the event. “These new speakers add an extra level of excellence as we strive to create an event that provides great networking opportunities, top-notch speakers and business-changing marketing tactics.”