Adobe has announced changes to its Marketing Cloud that will see the merger of its cross-channel campaign management and its web experience management products.

At the National Retail Federation’s annual convention taking place in New York this week, Adobe announced integration between Adobe Campaign (formerly Neolane) and Adobe Experience Manager, key elements of the Adobe Marketing Cloud.

Adobe says the integration will let marketers work from a single digital asset management repository. It will also integrate data from both anonymous visitors and identified customers.

Presumably the company is also hoping that combing the two products will help it become the easier choice for organisations where ecommerce and marketing departments have typically purchased solutions independently.

Suresh Vittal, vice president of marketing strategy for Adobe’s digital marketing unit said the integration between Adobe’s web content and campaign management solutions will enables marketers to deliver “unparalleled” personalised experiences in the channels their customers prefer. “Marketers need a better way to create, optimise, and deliver content across all online and offline channels.”

This announcement accompanied detail on significant improvements to Campaign, and comes after the recent unveiling of a new pricing structure for the product, which Adobe says is an important step toward helping marketers scale and unify campaigns in a way that is not cost-prohibitive or tied to email CPM.