MARKETING AUTOMATION NEWS: Adobe says Marketing Cloud enhancements put it two years ahead of competitors

Adobe has announced a series of major enhancements to its marketing platform the Adobe Marketing Cloud, in a move that it believes will keep it one step ahead of key rivals such as Oracle, Salesforce, Google and IBM.

The announcements were made at the vendor’s annual showpiece event, the Adobe Summit, which takes place in Salt Lake City USA between March 4-8 and is attended by 4500 people. They represent another key milestone in the vendor’s transition from its legacy as a design and imaging specialist towards providing a full and integrated suite for marketing – an aspiration that it shares with its global tech competitors.

Amongst the main announcements were:

  • The ability to enable greater control of and access to data and insights via a social dashboard functionality, which enables ‘Pinterest-style’ sharing and collaboration features for users.
  • Experience management functionality, to enable more consistent content management across different platforms – mobile handsets and tablets in particular.
  • Digital Asset Management functionality to enable more effective utilisation of content marketing techniques and activities.

Other announcements include enhanced ability to create mobile apps, better analytics and modelling capabilities and availability of its Media Optimizer digital marketing platform to the mid-market.

Neil Morgan, senior director of digital marketing at Adobe, claims this series of enhancements positions the Adobe Marketing Cloud as the leading integrated technology platform for marketers. “These enhancements put us two or three years ahead of our competitors. There are other functional areas that we will be seeking to add in the future – either through building or buying [the functionality).”

Adobe has made a range of high-profile marketing software acquisitions over the last few years, buying market-leading web analytics vendor Omniture in 2009, content management platform Day Software in 2010 and social engagement platform Efficient Frontier in 2011. Morgan accepts that the Adobe Marketing Cloud is limited in terms of the marketing campaign management functionality that it currently provides, but suggests that this kind of capability is on the vendor’s wish list for the future.

Adobe’s announcement follows the unveiling by Oracle of its integration strategy for marketing automation platform Eloqua into it’s own Cloud ecosystem, and the announcement by rival automation vendor Marketo of an IPO.