Adobe has announced today it will acquire Neolane, a conversation marketing company, for $600 million, as the company looks to address a market it had previously ignored.
The acquisition of Neolane closes Adobe’s gap in campaign management and positions it as a more serious competitor to the larger marketing providers such as IBM and Oracle.
Adobe has recently been focused on expanding its marketing cloud and it already offers Adobe Social which provides social media-tracking and analysis tools.
Neolane becomes Adobe’s sixth product in its marketing cloud and it has features including tools such as handling leads, marketing resource management, high volume email marketing companies and one-to-one messages.
Other existing Adobe marketing products include Adobe Analytics, Experience Manager, Target and Media Optimizer.
Adobe’s general manager of digital marketing business, Brad Rencher, said in a statement the acquisition brings “critical cross-channel campaign management capabilities” to Adobe.
“Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane,” Rencher says.