Oracle announced new features and enhancements to the Oracle Marketing Cloud at its Oracle Modern Marketing Experience event in London, including updates positioned to enable CMOs and global marketing teams to deliver more personalized and contextual customer experiences, simplifying marketing campaign management and extending the industry’s most comprehensive marketing technology ecosystem.
The new features and enhancements are supported by further integrations across Oracle’s range of marketing solutions, which include Oracle Cross-Channel Marketing (Oracle Eloqua Marketing Cloud Service and Oracle Responsys Marketing Platform Cloud Service), Oracle Data Management Platform, Oracle Content Marketing and Oracle Social Marketing.
This fall, Oracle will be releasing integrations between Oracle DMP and Cross-Channel B2B Marketing. Oracle Eloqua Marketing Cloud customers are able to add campaign behavior data to their data management platform. This integration is designed to enable campaign retargeting, cross-channel orchestration, campaign behavior audience insights, and look-alike modeling to find more ideal customers.
Building on the ability to include push messaging as part of multi-stage, cross-channel orchestrations in Oracle Responsys Marketing Platform Cloud Service, a new push campaign manager provides enhanced tools for creating, personalizing and previewing push messages.
To help modern marketers improve customer engagement and campaign performance, Oracle Eloqua Marketing Cloud Service now includes integration of A/B testing functionality. To help marketers save time, this feature also includes automated testing and sending of the best performing emails.
To meet the increased demand for third-party business data for prospecting among B2B marketers, Oracle has partnered with Madison Logic in an effort to bring additional B2B audience dataset on 100M+ anonymous business profiles to the Oracle Data Management Platform.
In addition, FinancialAudiences has partnered with Oracle to bring over 30 million profiles on financial audiences including active traders, financial advisors and wealth managers to the platform. The partnership is positioned to boost cross-channel ad targeting, creative customization and site personalization.
“Marketers face increasing complexity in almost all facets of their jobs and we believe they should not have to trade power for simplicity when choosing between different marketing technologies,” said John Stetic, Group VP of Products at Oracle Marketing Cloud. “By further simplifying marketing processes and enabling marketers to deliver on the promise of true customer centricity, we are helping our customers execute marketing campaigns that have a measurable impact on revenue.”