thomas.wieberneit@aheadcrm.co.nz
Adobe and Magento tie the knot – a great move

Adobe and Magento tie the knot – a great move

The News On May 21, 2018 Adobe announced that it has entered a definitive agreement to acquire Magento Commerce. The obvious objective of Adobe is to integrate Magento’s commerce capabilities into their own experience capabilities. According to Brad Rencher, executive VP and general manger, Digital experience, with this acquisition Adobe is the “only company with leadership in content creation, marketing, advertising, and now commerce – enabling real-time experiences across the entire customer journey”. Magento Commerce (Magento) is a ”leading provider of cloud commerce” software to merchants and brands. Magento covers both, B2C and B2B vendors. The company is listed as a strong performer for both, b2b- and b2c ecommerce solutions in this year’s Forrester Waves on Commerce Suites. The Bigger Picture Adobe is all about ‘delivering experience’. You should read the second part of friend Paul Greenberg’s recent ZDNet article on Adobe where he explains customer experience, brand experience, and consumable experiences – and where he sees Adobe in this triple – in his uniquely great fashion. A marketing suite like Adobe’s Experience Cloud needs channels into which the insights, that the marketing solution generates, are pushed. The most important one being e-commerce. E-commerce is also the channel that offers most potential. The technology is no more bound to just a commerce web site. The site is just one possible interface. As is a chat bot in Facebook Messenger. As is Alexa. Or Siri. Or Google Assistant. You get the picture. Further, an e-commerce site is not only the foremost channel to send marketing communications to (and to deliver experiences), but also one of the most important input channels...