Adobe is buying the cross-channel marketing company Neolane, which includes a platform to automate campaigns across the web, email, social, mobile, call centres, direct mail and point of sale.

Neolanes functionality will be integrated into the Adobe Marketing Cloud campaign tool so its customers can deliver consistent cross-platform customer experiences, personalised messasging and increase their ROI.

Neolane is the sixth acquistion made by Adobe to sit in its Cloud,  complementing analytics, targeting, social, customer experience and optimsation solutions. The deal, which was paid for in cash, is expected to close in July.

“Neolane has more than 400 customers worldwide, many of whom are Adobe customers as well,” said Stéphane Dehoche, CEO and co-founder of Neolane. “Combining our capabilities into Adobe Marketing Cloud will open up a level of visibility that makes these marketers’ day-to-day work easier and more effective.”