The Cure For Digital Myopia Shows Its Face With Adobe's Acquisition Of Neolane

No sooner had I posted a blog on the issues of digital myopia than I got on a call to learn that Adobe Systems acquired Neolane, under the auspices of the fact that digital is part of marketing, not that digital is the only thing in marketing. This is a very interesting deal (full disclosure, Suresh Vittal, the chief product officer, was a peer of mine at Forrester until December of last year) for a number of reasons:

  1. It continues to place Adobe in the crosshairs of IBM, salesforce.com, Oracle, and SAP. Adobe continues to invest in areas that much larger companies have set their sights on — in this case, with the recent acquisitions of Eloqua by Oracle, ExactTarget by salesforce.com, ongoing acquisitions at IBM, and so on (see Forrester commentary by Mark Grannan here and by Shar VanBoskirk here). With Adobe now firmly in this mix, it will be going up against enterprise-level suppliers, not just marketing department deployments. 
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WCM: A Sexy Tool For Digital Customer Experience

This content also appeared in the June 2013 edition of CRM Magazine.

Web content management (WCM) software has been around nearly as long as the modern Web. This software enables technology pros to develop sites, lets content people create and publish, and helps marketers leverage online channels to engage customers and prospects.

Forrester’s recent research into this vibrant market confirms a fact that buyers of this technology need to be aware of: WCM has become an essential foundation for enabling successful digital experience efforts. And by doing so, it’s supporting one of the last things that corporations and brands can use to differentiate themselves.

Recently, vendors have put resources into expanding features, building, buying, or integrating with various things:

  • Visitor profile, segment, and targeting tools to deliver personalized content in context
  • Capabilities to develop and deploy mobile and social channels of engagement
  • CRM, email marketing, analytics, A/B testing, integrations, and tools
  • Cross-channel insights and reporting
  • Multichannel campaign management functionality
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Google Glass: What Marketers Should Know

A longer version of this post originally appeared on AllThingsD. Forrester clients can access the full report and the data it’s based on here.

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