The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Successful email delivery can grow your brand and build strong customer loyalty, so long as you properly manage your email reputation.

Successful email delivery can grow your brand and build strong customer loyalty, so long as you properly manage your email reputation.

Content marketing is all about providing the audience with the most relevant, valuable content for them. It enhances your brand, builds creditability, educates your audience, generates interest, and drive your new SEO strategy.

Content marketing is all about providing the audience with the most relevant, valuable content for them. It enhances your brand, builds creditability, educates your audience, generates interest,...

Bots are having a profound effect on how the internet functions and may even outnumber people on some platforms like Twitter. Email marketing is not immune to click bots, with the newest activity being from bots that mimic human subscribers in order to collect information to power data service businesses. The problem with these kinds of email click bots is that they create activity that inflates performance numbers and causes false positives that trigger automated campaigns and muddy targeting efforts. All in all, they simply make it more difficult to see how subscribers are truly responding. That can cause brands to make tactical or strategic changes that serve bots rather than actual subscribers.

Bots are having a profound effect on how the internet functions and may even outnumber people on some platforms like Twitter. Email marketing is not immune to click bots, with the newest...

These four methods help you keep a customer engaged post purchase and post meeting when they are more likely to start losing interest.

These four methods help you keep a customer engaged post purchase and post meeting when they are more likely to start losing interest.

Metrics will indicate what is working and not working with your current email marketing strategy. Conversions and revenue are the ultimate two metrics. However, there are other email metrics you should pay attention to in order to gauge just how engaged your recipients are with your emails.

Metrics will indicate what is working and not working with your current email marketing strategy. Conversions and revenue are the ultimate two metrics. However, there are other email metrics...

Oracle is honored once again to be named a Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs. This category involves capabilities ranging from segmentation, message creation, and campaign workflow management, to advanced analytics, personalization and integrations across multiple digital channels.

Oracle is honored once again to be named a Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs. This category involves capabilities ranging from segmentation, message creation, and...

ABM takes considerable practice to achieve what it’s capable of. However, it’s well worth the trial and error to determine what data will move the needle and how you can measure its effectiveness. Its personalized approach can fuel customer growth and your bottom line — all you have to do is sidestep some common mistakes to see it get traction.

ABM takes considerable practice to achieve what it’s capable of. However, it’s well worth the trial and error to determine what data will move the needle and how you can measure its effectiveness....

At the same time that email marketing is becoming more complex, all of the issues surrounding it are becoming more interconnected. That is strikingly apparent when looking at the latest B2B email marketing trends identified by members of Oracle Marketing Cloud Consulting’s Expert Services team, which assist Eloqua customers with all aspects of their email programs.

At the same time that email marketing is becoming more complex, all of the issues surrounding it are becoming more interconnected. That is strikingly apparent when looking at the latest B2B...

These four steps put you well on your way to building lasting and productive relationships with online social media influencers. As long as you are looking for ways to make them feel special and offer them real value, you will be able to build strong relationships. And, in a best-case scenario, those relationships will lead to new sales as they tell their friends and followers about your company’s products.

These four steps put you well on your way to building lasting and productive relationships with online social media influencers. As long as you are looking for ways to make them feel special and offer...

Transparency breeds trust and trust breeds opportunities for improvement. Be open and honest enough to authentically seek ways to improve the service from the people who are consuming it, but don’t go too far with your information sharing so as to make them question your company’s ability to get its act together and deliver high quality service in a consistent manner.

Transparency breeds trust and trust breeds opportunities for improvement. Be open and honest enough to authentically seek ways to improve the service from the people who are consuming it, but don’t go...

Businesses love having access to so much more data about their audience, customers, competition and overall environment. However, the amount of data is growing exponentially to the point where many companies are struggling to manage this unwieldy amount of information. Thus, many strive to find out how to best work with their data in a way that yields the most insights.

Businesses love having access to so much more data about their audience, customers, competition and overall environment. However, the amount of data is growing exponentially to the point where...

Starting Sunday May 5th and running through Wednesday May 8th will be the Sirius Decisions 2019 Summit in Austin, Texas. There are a whole host of things to do while inside the Austin Convention Center, where the Summit is being held as well as outside the friendly confines. Here’s one man’s list of top 5 things you should absolutely not miss at this year’s Summit.

Starting Sunday May 5th and running through Wednesday May 8th will be the Sirius Decisions 2019 Summit in Austin, Texas. There are a whole host of things to do while inside the Austin...

How do you go about creating an engaging email? What does it look like and how should you write it? Emails have to be easy to read, view, understand, and digest. Learn how to create engaging emails which drive conversions.

How do you go about creating an engaging email? What does it look like and how should you write it? Emails have to be easy to read, view, understand, and digest. Learn how to create engaging...

With so much to do within B2B marketing — including more research, segmentation, and personalization — marketers’ available time seems to be shrinking by the minute. This leaves you with a dilemma: either expand your marketing talent pool or invest further in technology. The answer is to add marketing automation, which can allow you to do more with what you have.

With so much to do within B2B marketing — including more research, segmentation, and personalization — marketers’ available time seems to be shrinking by the minute. This leaves you with a...

Influencer marketing is a good fit if it matches your goals, taps into a desired audience, and brings value to both the marketing pro and the influencer.

Influencer marketing is a good fit if it matches your goals, taps into a desired audience, and brings value to both the marketing pro and the influencer.

Customers now expect a unique, connected, and seamless experience across all channels and instant gratification. You only have a micromoment to capture their attention and hold it with a strong message and delightful and engaging experience. If you don’t, they will move on to the next offer. Modern marketers must adopt a mobile-first approach with their global audiences and utilize both marketing automation and data to their fullest extend to get ahead of the curve.

Customers now expect a unique, connected, and seamless experience across all channels and instant gratification. You only have a micromoment to capture their attention and hold it with a...

Subscribers expect email content to cater to their individual needs and circumstances. They have the same expectations of email design, which is why we’ve spent the better part of the past decade making our emails mobile-friendly. Email interactivity and now AMP for Email are the next waves in this tidal trend of creating individually compelling email experiences based on each subscriber’s behavior and email reading environment.

Subscribers expect email content to cater to their individual needs and circumstances. They have the same expectations of email design, which is why we’ve spent the better part of the past decade...

More than ever before, data is driving marketing strategy, tactics, and messaging, and that includes social media marketing. The proliferation of data is only set to rise as more people and businesses continue to share information about themselves on channels like social media. It’s in this information that a business can learn more about their audience, especially on sites like Twitter, Facebook, and Instagram where there is more sharing than on other channels.

More than ever before, data is driving marketing strategy, tactics, and messaging, and that includes social media marketing. The proliferation of data is only set to rise as more people and businesses...

AI has already shown remarkable promise at helping brands make sense of the hundreds of thousands of conversations happening each day on social media.

AI has already shown remarkable promise at helping brands make sense of the hundreds of thousands of conversations happening each day on social media.

Marketers should use retina images in their emails only when it creates a significantly better experience in terms of readability or impression. Get a better idea of when this is by reading more.

Marketers should use retina images in their emails only when it creates a significantly better experience in terms of readability or impression. Get a better idea of when this is by reading more.

A customer’s experience with your brand has become just as important, if not more, than the products and services that you provide. In fact, the experience and what you sell have become inseparable from each other.

A customer’s experience with your brand has become just as important, if not more, than the products and services that you provide. In fact, the experience and what you sell have become inseparable...

Marketers achieve success because they do their research; plan, test, and improve their methods; and they measure what matters. Find out what three marketing analysis mistakes you should avoid.

Marketers achieve success because they do their research; plan, test, and improve their methods; and they measure what matters. Find out what three marketing analysis mistakes you should avoid.

HR leadership definitely has a seat at the executive table today in having strategic conversations. Today's HR has a better understanding of the business value and is better equipped to recruit top talent as a result.

HR leadership definitely has a seat at the executive table today in having strategic conversations. Today's HR has a better understanding of the business value and is better equipped to recruit top...

When it comes to company roadmaps for marketing, part of the journey to engage with customers still relies on the art of marketing. Yet, marketing needs technology to reach the right audience at the right time. That’s the intersection between the two where companies need to drive toward to meet their goals for 2019 and beyond.

When it comes to company roadmaps for marketing, part of the journey to engage with customers still relies on the art of marketing. Yet, marketing needs technology to reach the right audience at the...

The ultimate goal of demand generation is building trust by continuing to drive your target buyers through the funnel, with content as a driving force. The question is, how do we deliver a content experience that propels prospects to self-nurture? It involves a series of moves to convert and nurture prospects, then continue to support them through the buyer journey.

The ultimate goal of demand generation is building trust by continuing to drive your target buyers through the funnel, with content as a driving force. The question is, how do we deliver a content...

Multi-brand retailers can inspire and delight customers by introducing them to new categories and brands — a unique experience that can’t be found at a DTC brand. By using data to introduce each customer to a wider universe of categories and brands as their tastes evolve, your email campaign will replicate the discovery experience your shoppers love.

Multi-brand retailers can inspire and delight customers by introducing them to new categories and brands — a unique experience that can’t be found at a DTC brand. By using data to introduce...

Human-to-Human (H2H) marketing leverages technology judiciously to reinforce the customer connection.

Human-to-Human (H2H) marketing leverages technology judiciously to reinforce the customer connection.

Marketing persona allows you to create content that is both relevant and useful to that segment. What, however, goes into crafting a marketing persona? As with almost everything that is marketing related, it comes down to data.

Marketing persona allows you to create content that is both relevant and useful to that segment. What, however, goes into crafting a marketing persona? As with almost everything that is marketing...

For email marketers, AI can be used to help find the optimal send time. Send Time Optimization (STO) capabilities are integrated into the Oracle Responsys and Eloqua marketing platforms today. Oracle’s AI-based Send Time Optimization solution utilizes proprietary algorithms, crunching historical data to determine the optimal day and time to send to email recipients on your list, removing the need to pick the one best time for your whole list.

For email marketers, AI can be used to help find the optimal send time. Send Time Optimization (STO) capabilities are integrated into the Oracle Responsys and Eloqua marketing platforms today....

It takes the communication and commitment of every team involved to launch an ABM campaign that balances quality and timeliness. Everything—from the big idea to the execution—must be unified. A connected approach will not only improve the distinctiveness of your campaign, but will work to galvanize corporate stakeholders and ultimately your brand’s reputation.

It takes the communication and commitment of every team involved to launch an ABM campaign that balances quality and timeliness. Everything—from the big idea to the execution—must be unified....

It’s not too late to create a plan for great marketing content in 2019. You just need these must-have ingredients.

It’s not too late to create a plan for great marketing content in 2019. You just need these must-have ingredients.

Voice-assistants are on the rise, and marketers need to adapt and make sure that their emails are saved and something people will engage with later. Read these tips to find out how.

Voice-assistants are on the rise, and marketers need to adapt and make sure that their emails are saved and something people will engage with later. Read these tips to find out how.

The goal of a loyalty program is two-fold: to improve customer acquisition and retention while collecting customer data. In today’s data-rich age, an evolved loyalty program will put your customer data to work in order to hyper-personalize individual customer experiences, and that’s what customers have come to expect.

The goal of a loyalty program is two-fold: to improve customer acquisition and retention while collecting customer data. In today’s data-rich age, an evolved loyalty program will put your customer...

Customer experience as a top priority for companies is a refreshing development for those of us who were reared in a world in which choice was limited and change was slow. There is now a vastly improved ability to get good service from a company without wasting too much of anyone's time thanks to a new emphasis on empathy.

Customer experience as a top priority for companies is a refreshing development for those of us who were reared in a world in which choice was limited and change was slow. There is now a...

Realize that it’s not so much about brand building, but generating more revenue. This means you put out the best and most convenient services possible tailored to your audiences. Therefore, you need actionable, real-time data so you can generate new customer segments to target and possibly bring down your sales cycle.

Realize that it’s not so much about brand building, but generating more revenue. This means you put out the best and most convenient services possible tailored to your audiences. Therefore, you...

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. These tips and tricks will help see that your emails get to where they need to go.

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. These...

Marketing automation can help ensure you’re targeting the right individuals at the right time with the most relevant information.

Marketing automation can help ensure you’re targeting the right individuals at the right time with the most relevant information.

While some trends may be a holdover from the previous year or are taking on a bigger role, there are also new B2B marketing trends that need your attention in order to attract and maintain your customer base in 2019.

While some trends may be a holdover from the previous year or are taking on a bigger role, there are also new B2B marketing trends that need your attention in order to attract and maintain...

What makes a loyal customer nowadays? You can no longer say that it is just a satisfied customer or even a repeat customer. Really, you are looking for a lifetime of customer value. You want customers loyal to you and always coming back, but not only that. You want to push them up the loyalty ladder from just being repeat customers.

What makes a loyal customer nowadays? You can no longer say that it is just a satisfied customer or even a repeat customer. Really, you are looking for a lifetime of customer value. You want...

On March 20, 2019, the 13th Annual Markies Awards took place in Las Vegas, Nevada. For more than a decade, the Markie Awards have celebrated the art and science of digital marketing for more than a decade. However, this year, the Markies evolved and broadened their scope to applaud brilliance beyond just marketing. Therefore, the 2019 Markies honored the creators of standout customer experiences across marketing, sales, service, and commerce.

On March 20, 2019, the 13th Annual Markies Awards took place in Las Vegas, Nevada. For more than a decade, the Markie Awards have celebrated the art and science of digital marketing for more than...

To be where customers want brands to be when they need them, and to deliver a seamless experience, data and information must flow freely across the entire organization.

To be where customers want brands to be when they need them, and to deliver a seamless experience, data and information must flow freely across the entire organization.

As market forecasts improve, CMO's try to find new ways to exceed expectations by pushing towards marketing automation. CMOs know how to balance new technology with proven strategies, but they need to be able to communicate strong vision.

As market forecasts improve, CMO's try to find new ways to exceed expectations by pushing towards marketing automation. CMOs know how to balance new technology with proven strategies, but they need...

Acting on data helps you cull mailing lists to only the most active and engaged subscribers, and focus in on improving deliverability health.

Acting on data helps you cull mailing lists to only the most active and engaged subscribers, and focus in on improving deliverability health.

These nine reasons make email marketing uniquely powerful and should give brands great peace of mind about past and future investments in email marketing. Leverage each of these strengths by creating relevant, targeted, and compelling emails that are part of a long-term strategy that drives loyalty.

These nine reasons make email marketing uniquely powerful and should give brands great peace of mind about past and future investments in email marketing. Leverage each of these strengths by creating...

Proper marketing analytics strategy and execution can turn that data into new insights about buyer behavior, marketing program performance, sales activity, and business impact. Marketing leaders will need to commit to learning more about analytics and choosing technology that can easily evolve to match the current analytics best practices.

Proper marketing analytics strategy and execution can turn that data into new insights about buyer behavior, marketing program performance, sales activity, and business impact. Marketing leaders will...

Most businesses think of social media only in very fuzzy terms, without actually drilling down into the specific reasons why they are using it. But companies at the leading edge of social media are taking things one step further by building out sophisticated frameworks for understanding how social media can impact not just the business as a whole but also every business unit and every stakeholder within the business

Most businesses think of social media only in very fuzzy terms, without actually drilling down into the specific reasons why they are using it. But companies at the leading edge of social media...

Technology is disrupting the marketing industry. With big data in the middle, how should businesses go about redesigning the customer journey?

Technology is disrupting the marketing industry. With big data in the middle, how should businesses go about redesigning the customer journey?

B2B teams leveraging email marketing are doing so in an age of noise and commoditization. There’s far more content to compete with and more clutter than ever to break through. The average person checks email or instant messages every six minutes. Consider using these three tips to make your B2B emails stand out.

B2B teams leveraging email marketing are doing so in an age of noise and commoditization. There’s far more content to compete with and more clutter than ever to break through. The average...

Companies need to find an all-important balance between marketing’s desire for creativity and the need to push technology. When dealing with marketing automation, you might find yourself sitting between the marketing and the technical delivery teams. Thus, you have to become used to balancing the needs and preferences of both creative and technical personalities

Companies need to find an all-important balance between marketing’s desire for creativity and the need to push technology. When dealing with marketing automation, you might find yourself sitting...

According to a 2017 Forbes article, over 98% of customers are switching between multiple devices in a single day. In order to evolve and keep up with customers, three approaches to marketing have emerged: multi-channel, cross-channel, and omni-channel. Each has distinct advantages and disadvantages over the others, but they are all able to reach customers somewhere on their customer’s journey.

According to a 2017 Forbes article, over 98% of customers are switching between multiple devices in a single day. In order to evolve and keep up with customers, three approaches to marketing have...

What are the six stages of maturing into a social business? Becoming a social business doesn’t happen overnight. Just launching a new Facebook page or Twitter account doesn’t mean that your business is “social,” either. Being a truly social business means that social media is part of your company’s culture and embedded in your corporate DNA.

What are the six stages of maturing into a social business? Becoming a social business doesn’t happen overnight. Just launching a new Facebook page or Twitter account doesn’t mean that your business...

Your email platform should be both a source of insights and a channel of delivery in your ABM program. When your most reliable channel, email, is a part of your ABM program, you can make the content strategy between channels seamless.

Your email platform should be both a source of insights and a channel of delivery in your ABM program. When your most reliable channel, email, is a part of your ABM program, you can make the content...

A “best practice” may not be the right thing for an organization to chase for a myriad of reasons. Your current environment limitations, the expense of changing to adopt to the “best” practice (the technology, the process, roles and responsibilities, the organizational implications) - AND potential overkill stemming from the “industry-accepted” practice that you may not really need, be it “best” or not

A “best practice” may not be the right thing for an organization to chase for a myriad of reasons. Your current environment limitations, the expense of changing to adopt to the “best” practice (the...

While MarTech add-ons can be game changers, they don’t always work that seamlessly, particularly with Account Based Marketing (ABM) add-on tools. Oracle Eloqua allows you to skip the ABM module or add-on because the capabilities to work with an ABM strategy are built natively within the tool.

While MarTech add-ons can be game changers, they don’t always work that seamlessly, particularly with Account Based Marketing (ABM) add-on tools. Oracle Eloqua allows you to skip the ABM module...

Soft selling comes to the fore with inbound marketing, whereas hard selling was more something you would do with outbound marketing. Learn how to nurture, educate, and guide our leads down the sales funnel.

Soft selling comes to the fore with inbound marketing, whereas hard selling was more something you would do with outbound marketing. Learn how to nurture, educate, and guide our leads down the...

The beginning of a new year gives you the chance to review your email practices to see what worked and what didn't to improve them. Find out what best practices you should be adhering to.

The beginning of a new year gives you the chance to review your email practices to see what worked and what didn't to improve them. Find out what best practices you should be adhering to.

Given the proliferation of best-of-breed and suite solutions alike, with corporate buying strategies often resulting in a mix-and-match approach, it is fair to say that IT landscapes have grown ever more complex. Thus, the age of function-feature has come to an end. All hail the age of integrations.

Given the proliferation of best-of-breed and suite solutions alike, with corporate buying strategies often resulting in a mix-and-match approach, it is fair to say that IT landscapes have grown ever...

With the help of Gmail's new Promotions tab, you can create better-targeted and more personalized emails. The more relevant you can make them, the better response you will have.

With the help of Gmail's new Promotions tab, you can create better-targeted and more personalized emails. The more relevant you can make them, the better response you will have.

Social media marketing has become a cornerstone of any campaign. Learn what seven strategies you can adopt to get closer to your customers and better engage them.

Social media marketing has become a cornerstone of any campaign. Learn what seven strategies you can adopt to get closer to your customers and better engage them.

You don't want silence from your customers. You want the noise. It shows hey are engaged and interested, and you can learn from what they are saying.

You don't want silence from your customers. You want the noise. It shows hey are engaged and interested, and you can learn from what they are saying.

You only have a short time to grab someone's attention with your content. Make sure it's relevant and to the point so you offer value and don't waste your audience's time.

You only have a short time to grab someone's attention with your content. Make sure it's relevant and to the point so you offer value and don't waste your audience's time.

The digital world calls for you to protect your trademarks on social media the same as any other contents to protect your brand and intellectual property.

The digital world calls for you to protect your trademarks on social media the same as any other contents to protect your brand and intellectual property.

SMB need to consider two content marketing strategies in 2019: leveraging personalization and AI. Personalization can help you stand out from the pack, and AI is the future here today.

SMB need to consider two content marketing strategies in 2019: leveraging personalization and AI. Personalization can help you stand out from the pack, and AI is the future here today.

Just a few years ago, a top brand or company might have talked about “sponsoring” a top social media influencer or thought leader. Now, however, the discussion has shifted away from “sponsorship” towards much more of a collaborative “partnership,” in which there is expected to be much greater alignment and collaboration between the two parties.

Just a few years ago, a top brand or company might have talked about “sponsoring” a top social media influencer or thought leader. Now, however, the discussion has shifted away from...

It will take innovative new strategies for retail marketing teams to rise above the competition in 2019.

It will take innovative new strategies for retail marketing teams to rise above the competition in 2019.

CMOs have to protect their intellectual property from the competition, which calls for a hard look at data encryption and security.

CMOs have to protect their intellectual property from the competition, which calls for a hard look at data encryption and security.

Data on its own is useless. But if you analyze and utilize it properly, you can craft content and create winning marketing campaigns.

Data on its own is useless. But if you analyze and utilize it properly, you can craft content and create winning marketing campaigns.

With the new Oracle Responsys Asynchronous API, you receive an immediate notification about your request so that you know its status and can concentrate on other matters in the meantime.

With the new Oracle Responsys Asynchronous API, you receive an immediate notification about your request so that you know its status and can concentrate on other matters in the meantime.

What captivates your audience and drives them on through the content marketing funnel? How can the story you tell captivate them? When crafting content, remember that you are always in storytelling mode, and storytelling requires you to always put yourself in your customer’s shoes

What captivates your audience and drives them on through the content marketing funnel? How can the story you tell captivate them? When crafting content, remember that you are always in storytelling...

CMOs should add more diversity to their teams in 2019 to not only better meet customer preferences and demands but to build a better marketing team.

CMOs should add more diversity to their teams in 2019 to not only better meet customer preferences and demands but to build a better marketing team.

Learn how to succeed in the Experience Economy this spring at Modern Customer Experience 2019. From March 19-21, thousands of customer experience practitioners, partners, and industry experts will congregate in Las Vegas at the Mandalay Bay.

Learn how to succeed in the Experience Economy this spring at Modern Customer Experience 2019. From March 19-21, thousands of customer experience practitioners, partners, and industry experts will...

The more you know, the more likely you are to succeed at whatever you do. And, that includes mobile marketing. The investment in learning and training will pay off. That's because it will provide a way for you and your team

The more you know, the more likely you are to succeed at whatever you do. And, that includes mobile marketing. The investment in learning and training will pay off. That's because it will provide a...

The process of filling up a basket (whether physical or digital) provides instant gratification and an escape from the stresses of everyday life, boredom, sadness, and hunger.

The process of filling up a basket (whether physical or digital) provides instant gratification and an escape from the stresses of everyday life, boredom, sadness, and hunger.

Advertising and promoting your products on social media requires an entirely new mindset from advertising on other platforms. If you’re used to advertising in print media, on radio or on TV, be forewarned: social media is a much different animal.

Advertising and promoting your products on social media requires an entirely new mindset from advertising on other platforms. If you’re used to advertising in print media, on radio or on TV,...

With so much opportunity to reach your target audience, mobile marketing is hugely important. Be careful to avoid these seven mistakes in your planning.

With so much opportunity to reach your target audience, mobile marketing is hugely important. Be careful to avoid these seven mistakes in your planning.

What can a human CX designer do that an AI can't, even in the new digital world? Read on to find out the power of empathy in crafting a better customer experience.

What can a human CX designer do that an AI can't, even in the new digital world? Read on to find out the power of empathy in crafting a better customer experience.

Marketers have all the flexibility they need to personalize according to their preferences by changing the date range applied to a widget, add or remove channels based on the data they’d like to see, and even apply filters like Indicators, Sentiment, Gender, Location and Content Type to their Topic metrics.

Marketers have all the flexibility they need to personalize according to their preferences by changing the date range applied to a widget, add or remove channels based on the data they’d like to see,...

As Cyber Monday sales top $7.869 billion for 2018, a 19.3% year-over-year increase from 2017, many marketers are eager to “reward” their customers for their loyalty with ongoing promotions and offers to the inbox. It’s a great strategy when executed correctly.

As Cyber Monday sales top $7.869 billion for 2018, a 19.3% year-over-year increase from 2017, many marketers are eager to “reward” their customers for their loyalty with ongoing promotions and offers...

This installment of the Makers of Modern Marketing series finds us across from Senior Director of Modern Marketing Business Transformation, Kelvin Gee. Gee enables Oracle marketers to adapt to new marketing strategies, like account-based and content-driven marketing, by setting up a framework for success.

This installment of the Makers of Modern Marketing series finds us across from Senior Director of Modern Marketing Business Transformation, Kelvin Gee. Gee enables Oracle marketers to adapt to new...

CX professionals that want to increase customer satisfaction and grow customer lifetime value can’t do it with siloed customer data. Optimal customer experiences require a comprehensive view of your customer that connects data across every customer interaction. What if you could?

CX professionals that want to increase customer satisfaction and grow customer lifetime value can’t do it with siloed customer data. Optimal customer experiences require a comprehensive view of...

If you’re planning on hosting an event for your brand or business, it’s time to think about all the ways that social media could be used to enhance the overall experience.

If you’re planning on hosting an event for your brand or business, it’s time to think about all the ways that social media could be used to enhance the overall experience.

If your management team announced that AI was being factored into the strategic plan for the coming year and that its focus would be how it might help increase the ability for the organization to advance the needs of end users, what would you think? Would you be immediately worried about your job?

If your management team announced that AI was being factored into the strategic plan for the coming year and that its focus would be how it might help increase the ability for the organization...

Any major transformation cannot stay high level, it does require some internal changes in the organisational model, a rethinking of processes and the up-skilling or hiring of the necessary people. The lack of internalisation is something we have witnessed first hands with several clients in their Digital Transformation journey. Unless the business realises the imperative to have subject matter experts from within, the project is likely to be incomplete or even fail.

Any major transformation cannot stay high level, it does require some internal changes in the organisational model, a rethinking of processes and the up-skilling or hiring of the necessary people. The...

We are putting a fresh spin on the Markies, expanding their scope to celebrate creators of legendary experiences across the entire customer journey.

We are putting a fresh spin on the Markies, expanding their scope to celebrate creators of legendary experiences across the entire customer journey.

As a CMO, your job is to be ready for every marketing development. You’re never allowed to stand still, because the moment you do, something in your industry will change, and you’ll fall behind the competition.

As a CMO, your job is to be ready for every marketing development. You’re never allowed to stand still, because the moment you do, something in your industry will change, and you’ll fall behind...

Do you become a different marketer during the holiday season? Until it begins, you spend countless hours researching your audiences, building buyer personas, and executing strategies that put the customer’s experience first. All of your work is rooted in best practice and is conducted with an innovative spirit. I mean, let’s be honest, you’re really good at this.

Do you become a different marketer during the holiday season? Until it begins, you spend countless hours researching your audiences, building buyer personas, and executing strategies that put...

Cyber Week, the now weeklong, global sales period seeded from Black Friday, is upon us. But looking at the headlines, it’s clear something’s awry with the shopper experience.

Cyber Week, the now weeklong, global sales period seeded from Black Friday, is upon us. But looking at the headlines, it’s clear something’s awry with the shopper experience.

To identify the talent or skills development to invest in, here are some of the key skills for succeeding at cross-channel marketing.

To identify the talent or skills development to invest in, here are some of the key skills for succeeding at cross-channel marketing.

There are not many new technologies that are truly game-changers. Machine learning is one of those technologies. In a nutshell, machine learning is a form of artificial intelligence in which computers learn to recognize patterns over time and are then able to make complex decisions without human input. Sounds simple enough, right? But it actually has very profound implications for social media.

There are not many new technologies that are truly game-changers. Machine learning is one of those technologies. In a nutshell, machine learning is a form of artificial intelligence in which computers...

You may have heard that Apple recently released Intelligent Tracking Prevention (ITP) 2.0 which blocks 3rd-party cookies in Safari and other web-kit enabled browsers on iOS and Mac OS in an attempt to address privacy concerns. Mozilla also announced that the next version of Firefox will block 3rd-party cookies by default. With these changes, plus the availability of cookie blocking plugins for all other browsers, it’s time for marketers to reconsider their use of 3rd party tracking cookies. Any capability relying on these cookies, like DMPs or some retargeting products (including Oracle Responsys’ Rapid Retargeter), will start to see a drop-off in the number of website visitors being tracked.  But don’t fret. At least for the retargeting use cases, the solution is to use 1st party cookies. While 3rd-party cookies traditionally were able to keep track of a wide pool of known visitors due to its cross-site tracking ability, the recently announced changes diminish their utility. This makes solutions relying on 1st-party cookies the preferred method for tracking visitors – like Infinity Streams in the Oracle Marketing Cloud.  Streams captures web activities supporting the same retargeting use cases as Rapid Retargeter, including browse abandonment and cart abandonment, plus a whole lot more.  While Rapid Retargeter was mostly designed to accommodate traditional retail websites, Streams was designed to be industry-agnostic.  Marketers can define their own retargeting use cases and pass whatever information is relevant for their business need. For example, a bank that relies on a web form to collect information about their customers requesting current mortgage rates can use Infinity Streams to identify those who started but did not submit the form and then send a follow-up email to encourage them to complete the process.  Infinity Streams is a powerful tool that can take your retargeting abilities to the next level. For more information on Infinity Streams and how it can help your business, please reach out to your Account Management team.

You may have heard that Apple recently released Intelligent Tracking Prevention (ITP) 2.0 which blocks 3rd-party cookies in Safari and other web-kit enabled browsers on iOS and Mac OS in an attempt to...

In the age of smartphones and tablets, home is where your device is. The average consumer spends upwards of three hours a day on their smartphone,so browsing, shopping and satisfying retail needs from wherever they may be is the new norm.

In the age of smartphones and tablets, home is where your device is. The average consumer spends upwards of three hours a day on their smartphone,so browsing, shopping and satisfying retail needs from...

Oracle enables marketers to use native Eloqua directly to make engaging experiences without knowing code, or relying on other resources with enhanced email editor and landing page tools.

Oracle enables marketers to use native Eloqua directly to make engaging experiences without knowing code, or relying on other resources with enhanced email editor and landing page tools.

Oracle is excited to share our highly anticipated new integration between Oracle Eloqua Sales Tools and Microsoft Outlook. This feature is now available for all Oracle Eloqua customers.

Oracle is excited to share our highly anticipated new integration between Oracle Eloqua Sales Tools and Microsoft Outlook. This feature is now available for all Oracle Eloqua customers.

As every email marketer knows, an effective email campaign focuses on relevant content above all else. But there’s a lesson to be learned from print catalogs here, too: product recommendations shouldn’t remind customers where they’ve already been — they should point the way forward to new discoveries, encouraging customers to comfortably branch outward from their core tastes.

As every email marketer knows, an effective email campaign focuses on relevant content above all else. But there’s a lesson to be learned from print catalogs here, too: product...

Those of us in the tech industry tend to forget that customers frankly don’t want to think about us and don’t want to interact with us. They do want to interact with our products but they don’t want to have anything to do with us. Ultimately, they simply want our products to deliver value to them.

Those of us in the tech industry tend to forget that customers frankly don’t want to think about us and don’t want to interact with us. They do want to interact with our products but they don’t want...

With the help of Oracle Responsys, eHarmony can pinpoint the best time to send an email to each individual. The Oracle AI model leverages customer behavioral data to determine when each customer is most likely to engage with their messaging.

With the help of Oracle Responsys, eHarmony can pinpoint the best time to send an email to each individual. The Oracle AI model leverages customer behavioral data to determine when each customer is...

Create a flexible and effective social media policy that provides a framework for action and empowers employees to share their enthusiasm and energy while getting the word out about your company.

Create a flexible and effective social media policy that provides a framework for action and empowers employees to share their enthusiasm and energy while getting the word out about your company.

Who owns the customer in the new world of cloud where the customer experience is increasingly seen as the linchpin to renewals and growth?

Who owns the customer in the new world of cloud where the customer experience is increasingly seen as the linchpin to renewals and growth?

Marketers must learn to adapt their practice to customer expectations or risk losing to competitors who are. Here are five skills you’ll need to survive the coming changes in marketing. And the good news is that each of these implies a return to a kind of marketing that is more human at its core.

Marketers must learn to adapt their practice to customer expectations or risk losing to competitors who are. Here are five skills you’ll need to survive the coming changes in marketing. And the good...