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Best Practices for Multichannel Marketing

Guest Author

This article first appeared in the September issue of the Oracle
WebCenter InDepth Newsletter
Get best practices and deployment advice from Oracle
expert John Brunswick in this column. Passionate about both business and
technology, John focuses on maximizing IT's ability to streamline and optimize

As organizations
look to increase conversion rates for sales of their products and services, a
focus on creating a cohesive marketing strategy becomes essential. The wide
range of channels, publishing, and personalization capabilities available today
presents incredible opportunities—but simply publishing content across a range
of channels is only the first step in this journey. Here are some pragmatic,
though not comprehensive, considerations for embarking on multichannel
marketing efforts.

Establish a common
customer view. To deliver meaningful content personalization across one or more
channels, the ability to leverage a common customer view is essential. This key
technical capability forms a foundation that can be reused across marketing

Filter and liberate
profile data. Between web logs, customer relationship management information,
enterprise resource planning data, application usage, in-store activities,
direct-mail responses, and other sources, determine what portions of
information are truly significant as they pertain to the common customer view.
Ensure that marketing has the ability to access and analyze the information
without the need for IT staff.

Coordinate systems.
Given that the number of channels is only set to expand, it is critical that
any integrations across systems leverage flexible technical patterns. Any
system or data types to be included should follow a consistent reference model
to ensure standardization and scale.

overarching campaign analytics and management. The ability to perform
closed-loop analysis is critical to refining customer interaction analysis and
marketing segments. Marketing activities should always tie back to a
centralized campaign management capability.

Consider content
creation effort. Brand and message consistency across web, retail stores,
catalogs, direct mail, mobile, and other channels is crucial. Content creation
effort is often drastically underestimated, especially when developing authentic,
targeted materials within a campaign.

more from John Brunswick.

Spotlight Oracle OpenWorld Session - Oracle WebCenter
Sites Strategy and Vision [CON9401]

Featuring Real Madrid Club de Futbol

Monday, Sep 23,
12:15 PM - 1:15 PM

Moscone West - 2016

The Web content
management market has gone through rapid changes in recent years as objectives
have evolved from facilitating content publishing to optimizing the digital
customer experience. Our multichannel world—with social media, mobile, and
e-mail—has added complexity for digital marketers and has changed the
perception of what role corporate brand Websites are supposed to play in this
new era. In this session, learn what’s new in Oracle WebCenter Sites,
what’s coming on the product roadmap, and how the solution is evolving so you
can continue to deliver engaging cross-channel experiences that keep your
business moving forward. You’ll also hear from Real Madrid about how it used
Oracle WebCenter Sites to transform its digital experience.

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