Adobe has announced that it is acquiring Livefyre, a company whose software is used for enabling people to comment on various websites and online forums. The acquisition, whose worth hasn't been disclosed yet, is part of Adobe's strategy to boost its Adobe Experience Manager which is a content management solution and is used to help the company's clients in designing and building websites and apps and managing marketing content and forms in them. As per Adobe, the integration of Experience Manager with Livefyre will help businesses collect, curate and publish user-generated comments on their social media websites and other marketing channels.
“As the leader in digital experiences, Adobe helps brands create amazing content with Creative Cloud and then deliver and optimize those experiences using Adobe Marketing Cloud. With this acquisition our customers will be able to unify the best social media content with branded experiences created in Adobe Creative Cloud and community-driven content in Adobe Behance and Adobe Stock,” said Aseem Chandra, Vice President of Adobe Experience Manager and Adobe Target. Apart from being integrated with Experience Manager, Livefyre will also be integrated with the Adobe Marketing Cloud so that user-generated content is available on all eight digital marketing solutions owned by Adobe. As of now, both Adobe and Livefyre have impressive joint customers like The Coca-Cola Company, Cox Media Group, Dow Jones Wall Street Journal, CNN, News Corp and Major League Baseball among others.
To put in simple terms, the Livefyre software will collect comments made by people from all over the world on social media apps and websites like Facebook, Twitter, and Instagram which Adobe's clients will be able to collate, re-arrange and publish on their own digital platforms. Thanks to the Experience Manager, these clients will be able to redesign their apps and websites and add or remove marketing content to appeal to their customers. With access to user-generated comments and feedback on an unprecedented scale, companies will be able to direct their customer engagement activities accordingly.
“We are thrilled to join the Adobe family to give brands the ability to deliver a breadth of impactful, highly personalized digital experiences. The addition of Livefyre to Adobe Marketing Cloud will bring content capabilities to Adobe customers that are unparalleled in the industry," said Jordan Kretchmer, CEO and founder of Livefyre. Apart from enabling online comments, Livefyre also runs its own Livefyre Studio to curate user-generated comments available in its database and can republish such comments. The acquisition by Adobe is expected to be completed over the next few months but Livefyre will continue to run its operations and service clients as usual until the acquisition is stamped and ready to go. Last year, Adobe launched its Document Cloud, a new Cloud platform to enable people and businesses to store and manage all forms of documents and paperwork across devices as well as in their homes and offices. The Document Cloud also enabled users to e-sign their documents for free.