January 15, 2014
By Maria Minsker, contributing writer

Adobe Integrates Adobe Campaign with Adobe Experience Manager

Software provider Adobe announced a key integration between Adobe Campaign (formerly Neolane) and Adobe Experience Manager at the National Retail Federation's Big Show in New York. The integration brings together Adobe's cross-channel campaign management solution with its Web experience management solution—as a combination, the two promise to strengthen Adobe's Marketing Cloud offering by allowing marketers to work from just one digital asset management repository while integrating data from a blend of anonymous visitors and known customers to deliver a more personalized customer experience.

"This is our first integration following Adobe's acquisition of Neolane about five months ago, so this is an exciting step for us," Patrick Tripp, senior product marketing manager for Adobe Campaign, says. "We're giving marketers the tools to create and deliver marketing to customers seamlessly, in real time and at scale. With this capability, marketers will be able to provide a new level of personalization and customization to their customers," he adds.

These real-time integration and scalability features are new to Adobe Campaign. Thanks to improvements to its real-time marketing infrastructure, Adobe Campaign users will now be able to deliver large volumes of content and data. Other enhancements to the software include new tools to enable better distributed marketing and transactional message reporting. "A better distributed marketing functionality will make it easier for Adobe Campaign users to create and customize local campaigns," Tripp explains. As for transactional messaging, better reporting of transactions that have already taken place will drive revenue and help marketers "build brand loyalty," he explains. Updates to Adobe Campaign also include several minor elements, including technical platform performance fixes and the addition of German language support.

Adobe Campaign has approximately 400 customers, most of whom are Neolane customers that came on board following Adobe's acquisition. Though some are now using both Campaign and AEM, overlap is not a major concern, according to Tripp: "Moving forward, Adobe will work on integrating the two products more deeply, and eliminating any redundancies or overlap that may arise," he says. "We've got some big things in store," he adds, teasing a major announcement at the upcoming Adobe Summit conference in March.

Suresh Vittal, vice president of marketing strategy for digital marketing at Adobe, echoed Tripp's sentiment in a statement. "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. This milestone is the first of many that will showcase ongoing and deep integration of Adobe Campaign with Adobe Marketing Cloud," he said.

A preview of things to come, this announcement comes on the heels of the introduction of a new pricing structure for Adobe Campaign, "which took an important step toward helping marketers scale and unify their campaigns in a way that is not cost-prohibitive or tied to email CPM, and more importantly, aligns with how they communicate with each customer in a personalized manner," according to the company.