Adobe further integrates marketing offerings

Adobe has decided to integrate Adobe campaign (formerly Neolane) and Adobe experience manager. This combination of Adobe’s cross-channel campaign management and web experience management solutions will let marketers work from a single digital asset management repository and integrate data from both anonymous visitors and identified customers to create a personalised customer experience.In addition to integration with Adobe Experience Manager, key new functions in Adobe Campaign include:1) Real-time interaction management and scalability where marketers can deliver large volumes of campaigns, offers, data, and interactions with an enhanced real-time marketing infrastructure.2) Distributed marketing improvements where new tools and processes are put in place to make it easier for marketers to create and customise local campaigns.3) Reporting enhancements in transactional messaging – Transactional messaging, which completes or confirms a previously agreed upon transaction such as order or delivery confirmations, provides marketers an opportunity to increase brand loyalty and drive incremental revenue.“Marketers need a better way to create, optimise, and deliver content across all online and offline channels,” Suresh Vittal, vice president, marketing strategy, digital marketing, Adobe said.“The integration between Adobe’s leading web content and campaign management solutions enables marketers to deliver unparalleled, personalized experiences in the channels their customers prefer,” he added.