Microsoft and Adobe secure digital and data alliance

Microsoft is jumping into bed with Adobe in a deal which the two marketing technology giants claim will enable clients to embrace digital transformation and deliver compelling, personalised experiences through every phase of their customer relationships.
As a result of the deal, Adobe will make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud.
Meanwhile, Microsoft will make Adobe Marketing Cloud its preferred marketing service for Dynamics 365 Enterprise edition, giving customers a comprehensive marketing service for Microsoft’s intelligent business applications.
The two are collaborating on data integrations to ensure customers can easily work across Adobe Marketing Cloud and Dynamics 365 business applications, tapping into artificial intelligence, machine learning and advance analytics.
They claim that customers will be able to use these integrations across Adobe and Microsoft solutions to create new data-driven sales and marketing capabilities.
The underlying data models will be extensible to enterprise customers, as well as third party developers and partners, in a move which is designed to foster innovation and development across a shared platform.
As a result, the duo’s insist that their customers will be able to harness their data for critical insights and predictions, connect customer touchpoints across their business, bolster relationships, and drive brand loyalty and growth.
Microsoft CEO Satya Nadella said: “Together, we are bringing the most advanced marketing capabilities on the most powerful and intelligent cloud to help companies digitally transform and engage customers in new ways.”
Adobe president and chief executive officer Shantanu Narayen added: “Customers today expect a well-designed, personalised and consistent experience every time they engage with a brand. Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences.”