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BizReport : Advertising archives : September 12, 2013

Adobe upgrades Target, adds Campaign tools

Several changes to the Adobe Marketing Cloud this week - including upgrades to the Adobe Target solution and the addition of Neolane platform, which has become Adobe Campaign. The Adobe Campaign platform, formerly Neolane, is a cross channel campaign management tool set up to help brands better integrate offers, messaging and customer contacts across platforms.

by Kristina Knight

The new solution will allow marketers to collaborate on campaigns, improve integrations across channels while at the same time link new campaigns with older offerings to push deeper engagement.

"With the incorporation of Adobe Campaign into the Adobe Marketing Cloud, we are helping our customers achieve greater value from their marketing investments, bringing cross-channel campaign management capabilities to the industry's most robust marketing solution, and providing brands with the complete digital marketing solution they have been looking for to deliver extraordinary customer experiences," writes Suresh Vittal on the Adobe blog.

Meanwhile Adobe has updated the Adobe Target tool, part of the Adobe Marketing Cloud platform. The updates allow businesses to better optimize campaigns. The Adobe Target upgrades include interfaces allowing for intuitive testing of digital offers and content personalization so that brands are offering the right content and information to the right audience segments.

"[Adobe Target] builds upon the substantial power of the technology while delivering a simpler approach for practitioners across the marketing organization. As part of the industry's most comprehensive digital marketing solution, simplified testing and targeting will help our customers make more money," said Aseem Chandra, vice president, Adobe Target and Adobe Experience Manager business, Adobe.

Tags: ad targeting, Adobe Marketing Cloud, advertising campaigns, advertising tools

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