On June 27th, Adobe announced a letter of intent to acquire Neolane for $600M. Neolane is a privately held, French-headquartered marketing automation software company with 47 of the top Fortune 500 companies as customers.
Marketers are thinking less about "digital marketing" and more about how to market in a world driven by digital engagement, interaction and commerce. The shift to digital has seen 20% of ad spending move to the digital domain, and is expected to reach over $50 billion in the US by 2015. And with 64% of advertisers planning to increase their paid social media ad budget and strong overall ad budget growth expected through 2015, the need for cross-channel analytics and automation is becoming pronounced.