The big news in the digital commerce sector this week is Adobe's acquisition of Marketo. Adobe has purchased the company for $4.75bn making it one of the largest marketing tech buys.
Adobe has been cementing its expertise in b2b marketing, having bought Magneto, the ecommere platform, earlier in the year. The company is quickly becoming the heart of digital marketing technology.
The move by Adobe means it builds its leadership in the space to offer a complete solution for marketers. In addition, Marketo's marketing automation offering means Adobe can excel in customer experience.
The consolidation in marketing tech makes it a really interesting area. The competition is heating up even more between leading players like Salesforce, SAP, Oracle and Adobe because they each have even bigger pieces of the marketing tech pie.
But for a long time, the company has wanted to be much more than a creative software company. It’s wanted a piece of the enterprise marketing pie.