Over the last few years, Adobe has been quietly acquiring companies, building and extending their enterprise focused suite of products and – to some surprise – integrating and consolidating their marketing software into a powerful “marketing cloud”.
At today’s digital marketing symposium, Adobe showcased much of this hard work – with products that are focused around their four pillars:
- Listen
- Predict
- Assemble
- Deliver
They have done the hard work of consolidating the various platforms into a cohesive and comprehensive offering built around marketing roles and functions. But of course, recent acquisitions like marketing automation platform Neolane takes all this to a new level. I fully expect to see a new pillar – “automate” – being added to the pillars in the next 12-18 months.
I will look to take a deeper dive into each of the aspects of the marketing cloud, but this Storify captures the events of the conference – from presentations to case studies and demos. I even tried out Vine as a way of capturing some of the demos.
But one thing is clear in amongst all the hype of the day and the power of the presentations – Adobe’s marketing cloud takes enterprise software to a new UI level. And the promise of the integrated offerings will have traditional marketers wanting to go digital and digital marketers needing to know more about traditional approaches.
