French company Neolane Inc. has made a name for itself in the digital marketing world since 2001. The company provides tools that allow marketers to generate, optimize and orchestrate communication and marketing campaigns. The company utilizes several platforms such as the internet, email, social, mobile devices, call centers, direct mail, and point of sale. Graphic-design software guru, Adobe Systems Inc, has decided to play a part in advanced marketing technology after buying Neolane for $600 million (460 million euros).
Today, advertising on social media has become more and more of a requirement rather than an added bonus, and companies, like Neolane, have found more effective ways of targeting the right audience with the right products. Neolane will be the sixth component of Adobe’s Marketing Cloud, which already includes Analytics, Target, Social, Experience Manager, and Media Optimizer.
Adobe senior vice president Brad Rencher said in a statement that “Neolane brings critical cross-channel campaign management capabilities” to Marketing Cloud, and that its technology is “driving the entire marketing process.” Using data, analytics, and real-time orchestration, Neolane knows how to crunch massive amounts of data to create marketing campaigns personalized for specific individuals.
Neolane has over 400 customers spread around Europe, Asia, and the Americas, and 47 of those are on the “Fortune 500” list. Some of the clients include Accor Hotels, Alcatel-Lucent, IKEA, Samsung, Sony, and Dior. The company grew quickly with 44 million euros in sales last year ¾ a 40 percent increase from 2011. Adobe, with Neolane under its wing, will be able to manage customer interactions, manage campaigns, conduct social marketing, maintain a high capacity message center, and provide marketing resource management. Bloomberg says “the deal is a coup for a French technology company and a boost for the country’s venture capital industry.”
The French are celebrating Neolane’s buying price. French newspaper Le Figaro stated that $600 million is an amount that “is rarely achieved in the high tech sector in France.” While Neolane’s groundbreaking sell has brightened the horizons of start-ups across France, Adobe’s acquisition has spurred other companies to bulk-up their own digital marketing capabilities.