(Bloomberg News) -- Adobe Systems Inc. and Microsoft Corp. are making it easier for their customers to share data, as they and other software makers expand their product offerings to include marketing tools and technologies.

Competition is gaining steam in the industry. Salesforce.com Inc. is moving beyond its main business of customer relationship management software into marketing and analytics, and bought ExactTarget in July 2013 for $2.4 billion to add e-mail and social-media marketing tools.

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