Adobe has announced a new partnership SAP at its Digital Marketing Summit in Salt Lake City.

The partnership will see SAP and Adobe invest joint development resources for additional product integration and marketing activity. This will include the integration of Adobe Marketing Cloud with SAP HANA and hybris Commerce Suite. The combination will be designed to deliver real-time customer engagement, helping to enable businesses to analyse data across marketing channels and customer touch-points to deliver more relevant customer experiences.

Gerry Brown, senior analyst for customer engagement and marketing technology at Ovum, commented on the news: “Although a strong player in the CRM area, SAP has always struggled to deliver a cogent digital marketing solution. SAP will leverage the SAP HANA in-memory database platform and the SAP hybris Commerce Suite with the Adobe Marketing Cloud to provide clients with a complete solution for omni-channel customer experience. This alliance fills this gap in SAP’s solutions portfolio, and significantly augments the completeness of SAP’s overall digital offer.”

Meanwhile, Adobe has also unveiled the latest technology breakthroughs in its Adobe Marketing Cloud at the event. These include the ability to do advanced real-time audience profiling, predictive marketing planning and technology that manages content across web and mobile apps.