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The Digital Experience Platform blog covers the latest in innovative technologies to help you transform your business.

Cross-Channel Marketing for Unified Digital Experiences

Kellsey Ruppel
Principal Product Marketing Director
By Mitchell Palski, Oracle WebCenter Sales Consultant 

We are happy to have Mitchell Palski joining us on the blog for a Q&A discussing strategies and best practices on Cross-Channel Marketing for Unified Digital Experiences.

Q. Why is Cross-Channel Marketing an Imperative for Today’s Marketers?
Just to be clear, when we discuss cross-channel marketing we are talking about using one user channel to promote another. Our customers are constantly shifting between marketing channels, utilizing a variety of devices to consume content and marketing messages. As a result, users naturally expect timely and coordinated experiences from their favorite brands. 

However, in the past disparate marketing platforms have forced brands to interact with customers from within individual channels. Often times that can lead to organizations delivering disjointed and uncoordinated messages. This disconnect is not only confusing and frustrating to customers, it’s expensive and cumbersome for brands.

Q. How do you bridge that gap to deliver a true cross-channel marketing solution?
The best way to delivery seamless user experiences is to identify the user demographic overlaps that exist across your marketing channels. For example, if you have broken your user groups out into segments by cities within a state, it might be helpful to identify what news articles the users in those cities are viewing through your web application. By identifying the articles (or article categories) that overlap in interest between cities, you can then make meaningful connections to other content that those user groups might be interested in.

The process of identifying those overlaps and applying meaningful changes to which content is being surfaced to end-users can be very cumbersome. I recommend leveraging a Web Experience Management tool such as WebCenter Sites to manage contextually relevant content and optimize your customer engagement strategies. Leveraging WebCenter’s easy-to-use targeting tools empowers marketers to create and manage rules-based marketing campaigns. Automating these processes not only ensures that content connections are being made for end-users, but it also allows your organization the ability to capture information on HOW and WHY those connections are being made. This type of forward-thinking will help your leadership anticipate market trends and stay one step ahead of your marketplace.

Q. How are marketing departments leveraging Oracle WebCenter Sites and Oracle Marketing Cloud throughout their ecosystems to achieve true cross-channel marketing?
Marketing departments want to provide a unified customer experience. The challenges they have are that:
  1. Quantifiable data is needed to define their users’ content access patterns
  2. The data and the content that they need to do so often ends up in silos
  3. The tools to utilize that data and content don’t interoperate
Having disparate content management systems can make it very difficult to get a 360 degree view of the customer, or to provide customers with an experience that is delivering relevant, personalized and timely information.

The combination of WebCenter Sites, Oracle Marketing Cloud and Oracle Documents Cloud Service (DOCS) provides marketing teams with a connected platform of cross channel marketing tools that allows marketers to easily share and utilize the same content, data, analytics, and information across their ecosystem. That means that internal marketing teams can share content, as well as expose that content externally with agencies or partners in meaningful ways.

For example, this platform can allow marketing teams to create campaigns that:
  • Leverage the same content developed internally or by another agency 
  • Automate and secure review and approval workflows
  • Share the same customer profiles across channels to facilitate consistent and appropriate personalization 
  • Utilize first, second and third-party data to enhance personalization across channels
  • Review content-analytics to deliver more effective campaign planning and development

All of these benefits can be realized using intuitive, easy to use tools that require little or no IT skills. Oracle enables marketers to be more efficient and effective in day-to-day tasks for cross channel marketing.

Q. If an organization chooses to implement this type of solution, what are some of the benefits they can expect to receive? 
Aside from having an easier day-to-day life when managing marketing campaigns, organizations can expect:
  • Data-qualified business leads
  • Better interactions with prospects and customers
  • Increased marketing efficiency and resource utilization 
  • Efficient and secure review and approval workflows
  • Faster time to market with cross-channel marketing campaigns 

Find out more here.

Thank you, Mitchell for sharing your strategies and best practices on Cross-Channel Marketing for Unified Digital Experiences. You can listen to a podcast on the topic here, or visit the Oracle WebCenter Best Practices Podcast Series for more information!

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