Acquia to Acquire Widen

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  • They said that Widen solutions simplify how marketers create, review, manage, distribute and analyze content across the content lifecycle
  • Widen will enable marketers and website builders to create richer and more distinctive customer experiences using Acquia Open Digital Experience Platform (DXP)

Acquia has announced that it has agreed to acquire Widen, a cloud-native maker of digital asset management (DAM) and product information management (PIM) software. It said that this merges digital assets such as rich media, product information and marketing copy in a single workflow and provides an intuitive interface to democratize access for marketers to all of a brand’s resources. Widen will enable marketers and website builders to create richer and more distinctive customer experiences using Acquia Open Digital Experience Platform (DXP).

It added, “To create personalised customer engagement at scale, brands create immense volumes of digital content. Traditionally, the DAM simplifies marketers’ access to this content, and manages versions and workflow to ensure consistency. But within the context of a DXP, a modern DAM must also provide robust technical capabilities and extensibility. A PIM solution should enable enrichment of product data with marketing copy and digital assets to easily create branded product content. Together, these capabilities help organizations create and refine distinctive digital experiences based on evolving customer preferences.”

They said that Widen solutions simplify how marketers create, review, manage, distribute and analyse content across the content lifecycle. Its design and architecture make it able to support complex marketing workflows and enterprise DXP requirements. These encompass use cases that go beyond managing creative assets to include storing unstructured data such as legal documents, insurance claims and contact lists.

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