Adobe Marketing Cloud Integrates Campaign and Experience Manager

Adobe has announced integration between two key products in their Adobe Marketing Cloud service.

Adobe Campaign, previously known as Neolane, is an analytics tool that helps create personalized experiences based on customer habits and preferences. It is now being integrated with Adobe Experience Manager, which helps manage content across channels while helping content creators with agile, rapid deployment across owned media.

The combination of both products helps position Adobe as a leader in cross-channel campaign management. Integrating data from both anonymous and previously identified Web visitors becomes seamless with a single set of tools. This will help content managers provide a more personalized experience.

In addition to the integration, Adobe also announced several enhancement to the products, including:

Real-time interaction management and scalability: Marketers can now effectively deliver large volumes of campaigns, offers, data, and interactions with an enhanced real-time marketing infrastructure.Distributed marketing improvements: New tools, processes, and assets make it easier for marketers to create and customize local campaigns.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.Additional improvements: German language support and several technical platform performance enhancements.

"Marketers need a better way to create, optimize, and deliver content across all online and offline channels," said Suresh Vittal, vice president, marketing strategy, Digital Marketing, Adobe. "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."

Adobe has been releasing enhancements to their Marketing Cloud platform with regularity. Last Fall, Adobe added six new features to Analytics and added cloud-based mobile services for measuring apps.

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