Instead, whether they like it or not, they will become data entry clerks.Īnd that means a lot of people (us included) will have to re-examine the way they work. Once Workfront is integrated into Adobe, creativity will no longer be required of marketers. We think the acquisition, which will cost Adobe $1.5 billion and which will come into effect as soon as regulatory approval is given, sounds the death knell for creativity in marketing, even though Adobe’s products, particularly Creative Cloud, are at one level all about creativity.īecause the acquisition is a big step towards the creation and execution of fully automated, robotically created marketing campaigns. The announcement is a clear signal that Adobe is further investing to build the world’s leading marketing cloud. Workfront is a major player in the work management category, widely used to manage content, plan and track marketing campaigns, and permit collaboration across teams. The marketing world saw more consolidation by the recent announcement that software giant Adobe had reached an agreement to buy Workfront, a software company that has developed Web-based work management and project management software.
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