Adobe Systems recently announced that it had finally
decided to acquire online digital marketing company named ‘Neolane’ for $600 million in cash. ‘Neolane’ mainly operates important software
in order to manage various digital marketing campaigns over a number of
different platforms altogether. It is currently privately owned.
Adobe is proud founder and maker of products like Photoshop
and Acrobat, which we use innumerous number of times daily for our different
needs. It said that the move to acquire ‘Neolane’ would surely bring a few
critical cross-channel campaign management capabilities into the Adobe’s
Marketing Cloud.
Now you may be wandering what is Adobe Marketing Cloud? It
is basically a series of tools that help to encompass various utilities like
analytics, advertising, social, targeting and also the web experience
management solutions.
As I mentioned before Neolane operates a software platform
in order to automate the overall executions of several number of campaigns
across the internet, mobile, call center, data center, email, social media,
point of sale and direct mail. It is very useful indeed, and that’s why Adobe
is so keen to buy it as soon as possible. Currently its clients include the
global big franchisees like Bridgestone Tires and Barnes & Noble.
Adobe mentioned that the whole acquisition procedure expected to
complete within the next month only. It added that this move won’t affect its
revenue forecast and previously predicted financial results for the current
fiscal year. Few days back we published here that Adobe records $1.01 billion profit in Q2 and the company is eying to push it even
further.
Mr. Stephane Dehoche, who is
the Chief Executive Officer of Neolane, will continue to do his work by leading
the former Neolane team as an integral part of Adobe's own digital marketing
business.
Final Words
So this is our complete article on the
Adobe’s upcoming acquisition of digital marketing platform ‘Neolane’. We think
this move will be able to help Adobe to expand its online businesses in the
future for sure.