Oracle Puts Customer Experience First in Updated Marketing Cloud
Tech giant Oracle is going all in to help marketers offer customer experiences that are more consistent across paid, owned and earned media. To that end, the company has just added some new features and functions to its Oracle Marketing Cloud.
The new tools aim to help marketers in three areas. First, the technology works to drive relevant mobile interactions for salespeople and consumers, which is vital in an age when mobile is growing -- but so is the noise on the platform. Next, Oracle is working to make it easier to tie revenue to marketing activities. Finally, the new bells and whistles promise to optimize the individual consumer experience.
"As we look ahead to 2016, marketing's ability to modernize existing processes and embrace data, technology and content will increasingly define the success of organizations across all industries," said Kevin Akeroyd, senior vice president and general manager for the Oracle Marketing Cloud (pictured). "For many marketers, this will require a significant transformation and that is why we are so focused on making marketing technology more integrated, more holistic and, frankly, easier to use.”
Oracle said it is convinced that marketers have no choice but to adopt and embrace digital technologies if they want to keep up with the ever-increasing expectations of today’s digital-minded consumers. Market research firm Forrester Research Inc. has backed up that assertion.
More than 75 percent of marketing leaders believe the majority of their digital customer engagements are not currently optimized, according to Forrester. That’s a big number that Oracle is aiming to whittle down by helping enterprises work through the data, technology and content equation.
With its new mobile, content, data and reporting tools, marketers can leverage digital technologies to foster more meaningful customer experiences and show the actual business benefits of those experiences, according to Oracle.
Reviewing the New Tools
Specifically, the new Engage and Profiler sales tools aim to help salespeople gain more clarity into their contacts so they can engage them with content that’s more relevant to their needs. The intent of the new Engage release is to drive up productivity and hasten the sales cycle via mobile access to pre-loaded content and campaigns. Profiler, meanwhile, is designed to help salespeople get end-to-end views of their customers.
Oracle said it is also offering better cross-channel orchestration than previous versions with a beefed up in-app messaging service that lets salespeople send the right messages at the right times on the right channels, whether that’s e-mail, social, text or some other means.
An audience data self-service tool, which is new to the Oracle Marketing Cloud, is aimed at helping marketing teams and media vendors build integrations that send audience data to key digital ad and media platforms straight from the Oracle Data Management Platform. The idea is to maximize current investments and broaden data-driven marketing campaign, according to the company.
Finally, multivariate testing is designed to let marketers go beyond the traditional two-sided comparison. Oracle said users can now test up to eight versions of the same message and analyze all message components so they can really see what worked best. And a new dashboard set helps marketers analyze the conversion rate of cross-channel interactions and content, the company said.
Posted: 2015-11-19 @ 9:19am PT
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