Open source digital experience platform Acquia announced an agreement to acquire Widen, maker of digital asset management (DAM) and product information management (PIM) technologies. The deal is expected to close later this month.

With this addition, the Acquia Open Digital Experience Platform will enable businesses to manage visual content workflow across the full cycle of digital experiences and enrich it with product data.

The Widen PIM offering centralizes product data for syndication across websites and e-commerce channels, making it a hand-in-glove fit for digital content creation workflows by marketing teams. The acquisition also introduces Acquia to new customers, as Widen currently boasts more than 700 organizations that use its technology, including New Balance, Energizer and Crayola.

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Why we care. This deal follows the trend we’ve seen among some of Acquia’s DX competitors to provide digital asset management technology for users. For marketing teams, this goes much further than just the needs of a remote-work staff adjusting to the pandemic.

The demands for content management have never been greater due to the number of channels a marketing team needs to cover, and this content production needs to be centralized and data-enriched in order to be relevant to consumers.

You can see from the Real Story Group’s marketing technology subway map below that Adobe and Oracle are already aboard the DAM train, as well as two of Acquia’s direct competitors, Optimizely and Sitecore. The trend is towards one-stop shopping in the marketing tech space.

Read next: The Real Story on MarTech’s case for digital asset management.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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