US computer software giant Adobe has completed its $600 million acquisition of cross-channel campaign management company, Neolane.
Paris-headquartered Neolane integrates online and offline marketing data, by performing ‘robust’ audience segmentation and delivering marketing messages across multiple channels.
The business, which also has offices across Asia, Europe and North America, offers a platform for ‘sophisticated’ automation and execution of campaigns across the web, email, social, mobile, call centre, direct mail and point of sale (POS).
Its offering aims to enable marketers to deliver consistent customer experiences, personalised campaigns and increased ROI.
Senior vice president and general manager of Adobe’s digital marketing business, Brad Rencher, said the completion of the Neolane acquisition brings together ‘critical’ cross-channel campaign management capabilities to the Adobe Marketing Cloud product line.
Current client of both Adobe and Neolane, Bates Belk; the marketing director at Advance Digital, said: “The Adobe and Neolane combination will provide brands with the complete digital marketing platform they have been looking for.
“We’re confident that this will help us deliver the most outstanding customer experiences and provide our team with a single platform to manage the entire marketing process.”
Neolane will become the sixth solution in the Adobe Marketing Cloud – joining the current analytics, target, social, experience manager and media optimiser offerings.
News of the completion of the deal follows hot on the heels of another French and US business collaboration. Last week the Publicis Groupe announced that it is partnering up with American multinational corporation AOL.