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Oracle Brings Together Eloqua, Social And Content Marketing Systems To Form Marketing Cloud

Oracle Marketing CloudOracle 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.

“An integrated and enterprise-ready cloud platform, the Oracle Marketing Cloud helps marketers quickly and easily optimize the customer experience and execute marketing programs that have a measurable impact on revenue,” said Oracle President Mark Hurd when commenting on the company’s new approach and overall brand strategy.

Oracle Marketing Cloud is designed to provide marketers with the enterprise capabilities they need, including unifying customer data and engaging the right audiences across channels. The combined solution is expected to help marketers predict their customers' behavior, transform content into strategic marketing assets and build advocacy to drive company profitability and revenue.

“The Holy Grail for customer personalization is rooted in a deep, meaningful understanding of our audiences and communities,” Kevin Akeroyd, General Manager of the Oracle Marketing Cloud, wrote on the vendor’s blog. “As a result of the proliferation of data sources, we’re able to capture data across owned, earned and paid channels. This valuable data can inform our strategies as marketers in ways that allow us to deliver much-improved customer experiences.”

Oracle emphasized simplicity, readiness for enterprise use, and customer centricity in the announcement.

Some highlights include:

  • Cross-channel marketing to deliver individualized messages across every channel and automate personal journeys;
    Processes for easier content collaboration across the enterprise and the ability to map content to specific customer journeys;
    Access to a comprehensive profile consisting of customer behaviors, attributes and preferences; and
    Real-time social engagement capabilities that tie back to cross-channel marketing efforts.