At its Oracle Marketing Cloud Interact 2014 event this week, Oracle announced upgrades to the Oracle Marketing Cloud designed to deliver simplified, customer-centric marketing and create ideal customers. Key enhancements include look-alike modeling to help companies accurately pinpoint ideal customer prospects, more mobile-native engagement options, and content marketing capabilities that make it easier for marketers to simplify content creation and distribution across multiple channels.
The upgrades further integrate Oracle’s range of marketing solutions — which include Oracle Eloqua, Oracle Responsys, Oracle BlueKai, Oracle Content Marketing and Oracle Social Marketing — and reinforce Oracle Marketing Cloud’s position as the industry’s most comprehensive marketing platform.
“Simplifying marketing processes and enabling true customer-centric marketing are key to creating ideal customer profiles,” said John Stetic, Group VP, Products, Oracle Marketing Cloud, in an interview with Demand Gen Report. “In particular, automated look-alike modeling identifies people with similar characteristics to current customers that marketers may not have recognized before.”
With automated workflow for look-alike models, marketers and publishers can use Oracle’s BlueKai data management platform to build customized look-alike models that learn from the seed data of existing top customers to find new, high-value audiences. They also can use best-of-breed modelers to access multi-variant modeling technology seamlessly within Oracle’s BlueKai data management platform.
Other highlights include:
- User interface enhancements to Oracle Responsys Marketing Platform Cloud Service make it easier than ever for marketers to orchestrate experiences and create a digital dialogue across e-mail, SMS, push notifications, web, social, and display advertising;
- Enhancements to both Oracle Responsys’ and Oracle Eloqua’s e-mail message designer help marketers quickly create and test pixel-perfect responsive e-mails. Working from standard templates, easily imported designs, or a blank canvas, marketers can deliver highly personalized messages regardless of technical skill;
- Marketers can now build personas that reflect the attributes of their ideal customers. With a click of a button, they can activate them as segments in Oracle Eloqua Marketing Cloud Service to deliver persona-driven messaging across e-mail, display, mobile, and social channels;
- New granular rules in Oracle Content Marketing help marketers build precise content-development workflows. Expanding the reach of who can contribute and approve content simplifies high-volume content creation, a critical element of a modern marketing strategy; and
- A new Oracle Eloqua marketing operations center enables marketing operations teams to quickly analyze system performance and throughput and easily perform maintenance tasks, simplifying the administration of an organization’s large-scale, global marketing hub.
