Acquia Takes on Adobe with New Campaign Cloud

I think it’s every CXM vendor’s goal in life to take on Adobe, and win. I’m certainly not saying it’s impossible to do, but it won’t be easy. Acquia is aiming in that direction, it hasn’t been hard to see that over the last couple of years. This week, the digital experiences company that has the open source Drupal CMS at its core, launched its latest offering – the Acquia Campaign Cloud.

The Acquia Campaign Cloud is powered by the Acquia Cloud Site Factory. It provides a single dashboard where marketers can create and look after all their campaigns. The Campaign Cloud is made up of Acquia Lift and TruCentric (just acquired), and leverages, of course, the Drupal platform to connect to other applications that are required to deliver a more complete campaign management solution (such as CRM, email marketing and social media marketing).

Acquia Lift gives the Campaign Cloud optimization capabilities including testing and automated targeting. TruCentric focuses on analyzing real-time and historical insights to drive real-time personalization.

With the Campaign Cloud, you develop templates that to be re-used across different campaign sites you create. Your sites focus on specific customer segments and is delivered across channels, including emerging channels such as game consoles and wearables. You can also monitor and measure the performance of your campaigns sites. And, because it’s powered by the Cloud Site Factory, its hosted on Acquia’s own elastic cloud platform, so you know it can scale up as necessary.

Acquia seems to be banking on its price as a key selling point for its offerings. Less money, faster deployment than other solutions (like the Adobe Marketing Cloud they mean). The speed at which it takes to get new campaign sites up and running is critical. But so is the depth of the solution and how the whole package fits together.

While price is obviously important, it’s likely more important to digital agencies who work for multiple brands and are looking for solutions to help them deliver campaigns, but keep the technology costs reasonable. Acquia is directing this Campaign Cloud at agencies and brands, so they obviously are finding a market with agencies.

You can trial the Campaign Cloud to see if offers what you need. If you do, come back and let us know how it worked for you.

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