Traditional B2B marketing was about awareness. Digital marketing is about attraction. We no longer can afford to focus on a large, undifferentiated audience. We want — and need — to speak to those who are predisposed to listen to us. That means we need to know about them. Know about their interests. This way we can talk directly to them. Personalization has come to marketing in ways that were never possible with ads in trade publications.
The companies that align their marketing efforts and data with the customer journey are the ones that are going to succeed. That was the message from Mark Hurd, co-CEO of Oracle, as he delivered the keynote address at Oracle’s Modern Marketing Experience.
"Too often, we see marketing campaigns that are aligned by product, department or channels," Hurd noted.
Oracle has unveiled the new Oracle Marketing Cloud, which brings together marketing automation, social media, content marketing and data management functions. The new approach combines technologies from a number of the company’s recent acquisitions, including Eloqua, Compendium, Responsys and BlueKai.
The company foreshadowed this strategy during the Eloqua Experience 2013 event this fall. Eloqua will remain a foundational product brand within the overall Oracle Marketing Cloud, according to a company spokesperson.