Enterprise software companies are racing to soak up marketers’ budgets by building out their marketing suites with acquisitions, partnerships and new products. Those players include Adobe, Salesforce.com, Oracle and IBM. As the year comes to a close, here’s a snapshot look at these companies’ marketing stacks and some of the gaps that each company has yet to close.
Adobe bulked up its Marketing Cloud earlier this year when it acquired marketing-automation and campaign-management solutions provider Neolane. Through other acquisitions, which include Omniture’s Web analytics (acquired in 2009), Day Software’s content-management system (2010), Demdex’s data-management platform (DMP) (2011), Auditude’s video advertising platform (2011) and Efficient Frontier’s media-buying platform (2012), Adobe offers solutions for analytics, targeting, social media, Web content management and media optimization.
Adobe offers some ecommerce capabilities through its Adobe CQ eCommerce product, which is designed to let marketers create landing pages, embed social media features in product selection pages and deliver other branded content across the Web and mobile sites. The product is part of Adobe’s Web Experience Management platform and integrates with the multichannel commerce platform hybris (which was acquired by SAP in August).
Yet it remains unclear what the impact of SAP's acquisition of hybris will have on its partnership with Adobe. Ecommerce is not one of Adobe’s core strengths, but it would not be a surprise for the company to expand its offerings through an acquisition or partnership with another ecommerce platform.
As mobile advertising continues to heat up, Adobe is also building out its mobile capabilities. In November, Adobe unveiled mobile services for its Marketing Cloud, specifically for Adobe Analytics and Adobe Target. The services include a new user interface, app experience targeting based on GPS location and audience testing. The company has said that it will add mobile capabilities for Adobe Campaign and Adobe Experience Manager next year.