Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

Email metrics like open and unsubscribe rates are good indicators of your program’s overall health, but email conversion rate is often the ultimate measure of success.

Email metrics like open and unsubscribe rates are good indicators of your program’s overall health, but email conversion rate is often the ultimate measure of success.

Here are some tips to improve your chance of winning a Markie Award this year.

Here are some tips to improve your chance of winning a Markie Award this year.

Here are the three key ways that marketing and finance teams can come together to create a positive business impact.

Here are the three key ways that marketing and finance teams can come together to create a positive business impact.

Hidden among shifts in consumer buying behaviors and sentiments are patterns that present opportunities for retailers when identified and analyzed. Here are three ways to build loyalty with modern consumers.

Hidden among shifts in consumer buying behaviors and sentiments are patterns that present opportunities for retailers when identified and analyzed. Here are three ways to build loyalty with...

Oracle Responsys Campaign Management users can now get a prediction for subject lines used in every email campaign prior to deployment. Here's how.

Oracle Responsys Campaign Management users can now get a prediction for subject lines used in every email campaign prior to deployment. Here's how.

As we look forward to a bright future in a post-pandemic world, now is a great time to reflect on the lessons learned in the last 12 months. Despite the disruption businesses faced in 2020, many of our customers used this time to better position themselves for the future using Oracle Cloud Applications. They used the past year of uncertainty as an opportunity to transform, prioritizing technology innovations for both resilience and growth. Steve Miranda, Oracle Executive Vice President, Applications Product Development and his development leaders hosted an exclusive virtual event at Oracle Live: Build the Future of Business with Oracle Cloud Applications. Watch highlights of #OracleLive to learn the lessons of the last months and how innovations across our Fusion Cloud Applications Suite can help you to improve your business across your finance, supply chain, human resources, and customer experience functions. Hear how our customers including Marriot International, Vanguard, and Broadcom responded to this time of uncertainty by partnering with Oracle as their innovator of choice. We highlight traits of companies that have pivoted forward and apply them to help you build the future of your business. Featured Speakers: Steve Miranda Executive Vice President, Applications Development, Oracle   John Bendl Principal, Funds Chief Financial Officer & Chief Accounting Officer, Vanguard Andy Nallappan Chief Technology Officer and Head of Software Business Operations, Broadcom Karen Nelson Senior Vice President, HRIS and Compensation, Marriott International   Rick Jewell Senior Vice President, SCM Applications Development, Oracle   Chris Leone Senior Vice President, HCM Applications Development, Oracle   Holly Simmons Vice President, CX Product Management, Oracle   Mazahir (Maz) Songerwala Senior Vice President, Cloud Service Excellence, Oracle   Rob Tarkoff Executive Vice President and General Manager, Oracle Advertising and Customer Experience   Catherine You Vice President, ERP Applications Development, Oracle Now is the time to build the future of business with Oracle Cloud Applications. Watch the replay here.    

As we look forward to a bright future in a post-pandemic world, now is a great time to reflect on the lessons learned in the last 12 months. Despite the disruption businesses faced in 2020, many...

We surveyed 500 digital marketing experts and asked them to rate 26 email marketing tactics and technologies. See the results in the on-demand webinar.

We surveyed 500 digital marketing experts and asked them to rate 26 email marketing tactics and technologies. See the results in the on-demand webinar.

Oracle CrowdTwist clients Tarte, Zumiez, Foot Locker, Driven Brands, Shoe Carnival, and Rue21 made the America's Best Loyalty Programs of 2021 list. Here's how they did it.

Oracle CrowdTwist clients Tarte, Zumiez, Foot Locker, Driven Brands, Shoe Carnival, and Rue21 made the America's Best Loyalty Programs of 2021 list. Here's how they did it.

This year's Markie Awards consists of 14 categories to highlight achievements spanning the breadth of customer experience (CX) in advertising, marketing, commerce, sales, and service.

This year's Markie Awards consists of 14 categories to highlight achievements spanning the breadth of customer experience (CX) in advertising, marketing, commerce, sales, and service.

You can’t truly personalize content to your buyer without strong interdepartmental alignment. Here are three steps to better ABM through sales and marketing collaboration.

You can’t truly personalize content to your buyer without strong interdepartmental alignment. Here are three steps to better ABM through sales and marketing collaboration.

A/B and multivariate testing act as vital tools to show how well a marketing campaign is performing and what tweaks and improvements can be made.

A/B and multivariate testing act as vital tools to show how well a marketing campaign is performing and what tweaks and improvements can be made.

Find out the proven and essential tactics and technologies that will put you ahead of the email marketing game.

Find out the proven and essential tactics and technologies that will put you ahead of the email marketing game.

If you’re ready to create killer email marketing messages, look at these five expert tips for improving your email marketing results.

If you’re ready to create killer email marketing messages, look at these five expert tips for improving your email marketing results.

Fatigue Analysis in Oracle Eloqua allows marketers to see how engaged their prospects are, if they're oversaturated, and how close they might be to burnout.

Fatigue Analysis in Oracle Eloqua allows marketers to see how engaged their prospects are, if they're oversaturated, and how close they might be to burnout.

Digital, big data, global connectivity, and other mega trends are pushing digital marketing to new frontiers in 2021.

Digital, big data, global connectivity, and other mega trends are pushing digital marketing to new frontiers in 2021.

Look at competitive differentiators in email, the tactics and technologies that can make a difference.

Look at competitive differentiators in email, the tactics and technologies that can make a difference.

As the world continues to deal with COVID-19, B2C marketers should pay attention to these five trends to win over and retain customers using empathy, retention marketing, AI, and personalization.

As the world continues to deal with COVID-19, B2C marketers should pay attention to these five trends to win over and retain customers using empathy, retention marketing, AI, and personalization.

The B2B marketing landscape looks different now than at the beginning of last year. The pandemic caused some trends to accelerate and move to the forefront and made marketers look at others in a new light.

The B2B marketing landscape looks different now than at the beginning of last year. The pandemic caused some trends to accelerate and move to the forefront and made marketers look at others in a new...

Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the number of touchpoints has grown exponentially.  These days, customers zigzag from discovery to purchase and they demand more and more personalized experiences. As the world becomes more complex, the ability to understand what customers really want is even more important. Regrettably, this has also become more challenging at the same time. A/Bn and multivariate testing Testing (A/Bn and multivariate), —that is being able to isolate changes and understand their impact is crucial in this context. Testing is also a means to personalization. The most successful brands on the web have mastered the art of continuous testing and tweaking to tailor the experiences to an individual and really deliver what the user needs at every step of their engagement journey. To understand if a change was impactful, the platform must be able to express its statistical significance of a default experience vs an alternative (test). Given key decisions will be based on the outcomes of these tests, it’s important there is full confidence in the statistical capability powering these platforms so that the results are both reliable as well as trustworthy. This means it must be able to cope with mid-test changes, continuous monitoring to avoid false positive inflation (user error), and auto test completion. Cross channel optimization In addition, when testing alternative experiences, it’s important it’s done across all channels and not just the web. Shoppers may access a website, mobile app, in-store web terminal, IoT, social channels, or search engine marketing etc. Cross-channel testing ensures the impact across all the various channels is understood and optimized. As testing has moved from an expert skill set into a core toolset for most marketers and product managers, platforms have to innovate to remain relevant. Oracle Maxymiser Testing and Optimization possesses the complete toolset required to help customers not only to personalize the experience but also understand and validate the impact of all these changes, both cross channel (web, app, IoT, server side) as well as in highly secured environments.  To provide peace of mind, it is powered by a market leading Group Sequential approach and marketer-friendly visual editor. Its advanced targeting rules and real-time intelligence ensure even the most complex scenarios can be catered for. These tools allow our customers to target at a high-fidelity level and deliver 1:1 personalization at scale. The combination of Oracle Maxymiser, Oracle Infinity, and Oracle Marketing Recommendations serve billions of experiences per year and make a compelling offering to deliver on advanced cross channel testing and personalization use cases in a self-serve way. Recognition of Oracle’s capabilities Oracle is tied for the highest score in the online testing criterion in The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report.  The Forrester report noted: “Oracle shines with real-time, high-fidelity, cross-channel data collection; the application of AI and machine learning to real-time data streams; and the ability to optimize experiences on the fly.”  The report also states, “Oracle is at its best in online testing, and it also has strong behavioral targeting and recommendations capabilities. Its innovative use of machine learning for creating predictive models, segment discovery, and other capabilities to help users make smarter optimization decisions is impressive… The product has a wide enterprise appeal and is a great fit for many types of users, including marketers, e-commerce professionals, product teams, and developers.” We are thankful to our global and growing customer base across a wide variety of industries for believing in our capabilities and vision. We’re excited about all the new product launches we have lined up for 2021. To learn more about Oracle's offerings around optimizing customer experiences, please visit: Oracle Maxymiser Testing and Optimization Maxymiser Product Tour Oracle Infinity Behavioral Intelligence Oracle Marketing

Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the...

Remote workers and more and more people accessing content on mobile devices has changed content marketing. Find out how to keep up with the latest mobile content trends.

Remote workers and more and more people accessing content on mobile devices has changed content marketing. Find out how to keep up with the latest mobile content trends.

Prioritize your email marketing efforts by knowing which tools and technologicies are unproven opportunities to invest in.

Prioritize your email marketing efforts by knowing which tools and technologicies are unproven opportunities to invest in.

Top marketers have reimagined the customer experience using hyper-personalization, AI, and loyalty programs.

Top marketers have reimagined the customer experience using hyper-personalization, AI, and loyalty programs.

As businesses are trying to figure out new ways to reach their audiences, the importance of marketing has increased. We asked Nate Skinner, Oracle;s Senior Vice President of CX and Global Marketing Leader to share his perspective on the current situation and the role martech can play in helping businesses not just survive but also grow during this time.

As businesses are trying to figure out new ways to reach their audiences, the importance of marketing has increased. We asked Nate Skinner, Oracle;s Senior Vice President of CX and Global...

Customers are becoming increasingly aware of their privacy rights and placing value on this. As a publisher or digital marketer, use trust to strengthen your relationship with customers and set you apart from your competitors.

Customers are becoming increasingly aware of their privacy rights and placing value on this. As a publisher or digital marketer, use trust to strengthen your relationship with customers and set...

Lead nurturing has emerged as a discipline helping prospective customers along a journey towards a purchase while building a relationship between them and your brand.

Lead nurturing has emerged as a discipline helping prospective customers along a journey towards a purchase while building a relationship between them and your brand.

Developing more personalized email campaigns for ABM means understanding your audience, including the potentially diverse segments. Going beyond name and address, personalization begins when you have other insights about their age, income, purchase patterns, communication preferences, and interests.   

Developing more personalized email campaigns for ABM means understanding your audience, including the potentially diverse segments. Going beyond name and address, personalization begins when you have...

Successful email marketing takes understanding the anatomy of an email, which includes optimizing its envelope content and its body content.

Successful email marketing takes understanding the anatomy of an email, which includes optimizing its envelope content and its body content.

Big data offers digital marketers a real-time analysis of customer trends that helps them adjust their marketing campaigns and strategies.

Big data offers digital marketers a real-time analysis of customer trends that helps them adjust their marketing campaigns and strategies.

Today’s marketing environment requires large measures of content marketing across more channels than ever before, often leaving many companies struggling to keep up with content creation and distribution. Enter marketing automation, which can provide numerous benefits for marketers in terms of time and money savings as well as insights that can drive better results from a marketing strategy.

Today’s marketing environment requires large measures of content marketing across more channels than ever before, often leaving many companies struggling to keep up with content creation...

While many digital marketers and advertisers are starting to think about weaning themselves from cookies, the truth is that the removal of cookies changes the game for the entire industry. And many are left wondering, “Where do we go from here?”

While many digital marketers and advertisers are starting to think about weaning themselves from cookies, the truth is that the removal of cookies changes the game for the entire industry. And many...

There is more to marketing automation than just the technical side, though. In order to truly streamline your digital marketing efforts, and to build better relationships between your sales and marketing teams, you should also ensure that you are following these best practices.

There is more to marketing automation than just the technical side, though. In order to truly streamline your digital marketing efforts, and to build better relationships between your sales...

Classic email templates are becoming obsolete. They are difficult to maintain, don’t offer enough flexibility, make personalization cumbersome, and take too much time to turn into a final email campaign that’s ready to send. Because of all of those weaknesses, more companies are migrating to modular email architectures and reaping significant improvements.

Classic email templates are becoming obsolete. They are difficult to maintain, don’t offer enough flexibility, make personalization cumbersome, and take too much time to turn into a final...

Retailers are adapting to new ways consumers are shopping and what makes them brand loyal. They are making use of omnichannel loyalty programs and the data provided to stay competitive.

Retailers are adapting to new ways consumers are shopping and what makes them brand loyal. They are making use of omnichannel loyalty programs and the data provided to stay competitive.

Multichannel content planning means deciding which channels and platforms you want to focus your content marketing efforts on and then determining how this impacts your overall content strategy. Here’s what may change in your content strategy when you migrate to a multichannel marketing effort.

Multichannel content planning means deciding which channels and platforms you want to focus your content marketing efforts on and then determining how this impacts your overall content...

Cisco worked with Oracle Eloqua Marketing Automation and PathFactory to create a content virtual hub to help nurture leads and improve customer engagement.

Cisco worked with Oracle Eloqua Marketing Automation and PathFactory to create a content virtual hub to help nurture leads and improve customer engagement.

As the privacy landscape, regulations, and guidelines continue to evolve, digital marketers must consider the impact to their marketing activities. While compliance is a requirement, transparency and building trust with your audience is also critical. Get up to speed on privacy laws to do so.

As the privacy landscape, regulations, and guidelines continue to evolve, digital marketers must consider the impact to their marketing activities. While compliance is a requirement, transparency and...

CDPs and DMPs can share data to provide a more complete picture of customers. Watch this video to find out more.

CDPs and DMPs can share data to provide a more complete picture of customers. Watch this video to find out more.

The 2020 holiday season was chaotic and irregular because of the pandemic, a contentious election, and consumers’ financial challenges. Email marketers struggled with those issues, which led to mixed performance results, although email marketing still delivered a high return on investment.

The 2020 holiday season was chaotic and irregular because of the pandemic, a contentious election, and consumers’ financial challenges. Email marketers struggled with those issues, which led to mixed...

The year 2020 showed that digital marketers must strive to be nimble and have the ability to quickly adapt their marketing strategies. This will enable them to win over new customers and build stronger and longer-lasting relationships. An integration of adtech and martech can help get marketers there. 

The year 2020 showed that digital marketers must strive to be nimble and have the ability to quickly adapt their marketing strategies. This will enable them to win over new customers and build...

These three best practices help ensure success for A/B testing whether it's for B2B or B2C marketing by getting stakeholder buy-in, monitoring metrics, and properly communicating results.

These three best practices help ensure success for A/B testing whether it's for B2B or B2C marketing by getting stakeholder buy-in, monitoring metrics, and properly communicating results.

Find out how the Tampa Bay Lightning aligned sales and marketing with the help of Oracle Eloqua Marketing and a new look at email marketing.

Find out how the Tampa Bay Lightning aligned sales and marketing with the help of Oracle Eloqua Marketing and a new look at email marketing.

What are the differences between CRM, CDP, and CIP? What are their histories and what advantages can they provide digital marketers in the future? Watch this short video to find out.

What are the differences between CRM, CDP, and CIP? What are their histories and what advantages can they provide digital marketers in the future? Watch this short video to find out.

Once you’ve created an animated gif for an email, you can reuse it in social media and other digital marketing campaigns. Follow these best practices for best use and to make the most of them.

Once you’ve created an animated gif for an email, you can reuse it in social media and other digital marketing campaigns. Follow these best practices for best use and to make the most of them.

While email trends such as dark mode, send-time optimization, and mobile remain important, COVID-19 has made it more important than ever for email marketers to connect with customers.

While email trends such as dark mode, send-time optimization, and mobile remain important, COVID-19 has made it more important than ever for email marketers to connect with customers.

Both B2B and B2C marketers use marketing automation. What do they have in common and where do they differ with channels of engagement, how they work with data, and KPIs?

Both B2B and B2C marketers use marketing automation. What do they have in common and where do they differ with channels of engagement, how they work with data, and KPIs?

Several of the new capabilities for Oracle Content Management included video editing, custom forms, smart categorization, advanced workflow, and more.

Several of the new capabilities for Oracle Content Management included video editing, custom forms, smart categorization, advanced workflow, and more.

Legislation like the GDPR and CCPA as well advances in mobile technology mean digital marketing has to evolve in the 2020s. What can marketers do to work with and also safeguard a customer's data?

Legislation like the GDPR and CCPA as well advances in mobile technology mean digital marketing has to evolve in the 2020s. What can marketers do to work with and also safeguard a customer's data?

What is CDP and what definition should you use? What differentiates itself from other tools, such as CRM and DMP? How does it benefit your digital marketing? Watch this short video to find out.

What is CDP and what definition should you use? What differentiates itself from other tools, such as CRM and DMP? How does it benefit your digital marketing? Watch this short video to find out.

While COVID-19 has changed how to go about writing, email content, striving to be clear, relevant, and helpful remains important. Always be emphatic and sensitive as well.

While COVID-19 has changed how to go about writing, email content, striving to be clear, relevant, and helpful remains important. Always be emphatic and sensitive as well.

The second you send an email, the content in it starts to age. While some content is evergreen and maintains its relevance until whenever your subscribers open your email, other content has a limited lifespan. Let's look at what live content works best in emails.

The second you send an email, the content in it starts to age. While some content is evergreen and maintains its relevance until whenever your subscribers open your email, other content has a limited...

Your customers deserve a great experience whenever they interact with your brand. Find out how Oracle Unity enables companies to deliver contextually aware and highly personalized experiences that delight customers whenever and however they engage with them, improving customer satisfaction, and increasing greater customer lifetime value.

Your customers deserve a great experience whenever they interact with your brand. Find out how Oracle Unity enables companies to deliver contextually aware and highly personalized experiences...

A content management system gives you the tools to put content—written and visual—online in any possible customer touchpoints such as a website or blog. It provides a way to update, and manage that content within a single interface often designed to look like a dashboard. No specialized technical knowledge is needed to work within a CMS, making them user-friendly.

A content management system gives you the tools to put content—written and visual—online in any possible customer touchpoints such as a website or blog. It provides a way to update, and manage that...

Oracle Marketing spoke with Lantané Conant, CMO of 6sense, about how she became a CMO, how she ended up at 6sense, and how they do ABM differently.

Oracle Marketing spoke with Lantané Conant, CMO of 6sense, about how she became a CMO, how she ended up at 6sense, and how they do ABM differently.

There are an infinite number of ways to design an email marketing campaign. From simple, plain-text messages to interactive extravaganzas powered by HTML and CSS or AMP for Email and everything in between. But how do you design emails that get people to take action? How do you design emails that actually convert?

There are an infinite number of ways to design an email marketing campaign. From simple, plain-text messages to interactive extravaganzas powered by HTML and CSS or AMP for Email and everything in...

For tech marketers, video has become a must-have. Here are five tips to help you leverage video to gain attention, get customers to the next step of the buying journey, and shorten sales cycles.

For tech marketers, video has become a must-have. Here are five tips to help you leverage video to gain attention, get customers to the next step of the buying journey, and shorten sales cycles.

Catch up on the latest with Gmail's spam rate, the CCPA, AMP for Email, and more in this email deliverability quarterly update.

Catch up on the latest with Gmail's spam rate, the CCPA, AMP for Email, and more in this email deliverability quarterly update.

Make the most of your marketing automation with these seven tips to drive more leads, conversions, and ultimately ROI.

Make the most of your marketing automation with these seven tips to drive more leads, conversions, and ultimately ROI.

Customer experience (CX) professionals can take these tips from the pros about building better customer relationships and crafting better experience during a time of disruption.

Customer experience (CX) professionals can take these tips from the pros about building better customer relationships and crafting better experience during a time of disruption.

Learn about Vitamix's decision to invest in loyalty, why they chose Oracle CrowdTwist Loyalty and Engagement, and what they attribute to the program's success.

Learn about Vitamix's decision to invest in loyalty, why they chose Oracle CrowdTwist Loyalty and Engagement, and what they attribute to the program's success.

Because VR is fully immersive, transporting you to an entirely different reality from the one you know, it often creates a sensory impact that’s profound and even emotionally resonant. Understanding this benefit, smart brands use VR to enhance CX and engage their customers in innovative ways.

Because VR is fully immersive, transporting you to an entirely different reality from the one you know, it often creates a sensory impact that’s profound and even emotionally resonant....

Content creators should present their messaging in as clear, effective, and simple terms as they can. Visuals can help tremendously in this by quickly catching your audience’s eye and holding their attention. They can also make a strong impression and convey a message that resonates with your audience.

Content creators should present their messaging in as clear, effective, and simple terms as they can. Visuals can help tremendously in this by quickly catching your audience’s eye and holding their...

In a year challenging year for brands, see which organizations still innovated and how their loyalty programs help them deepen relationships with customers.

In a year challenging year for brands, see which organizations still innovated and how their loyalty programs help them deepen relationships with customers.

Direct mail has adopted many new tricks, tips and tactics over the years. With digital printing, smart presses, and integration with other channels, it can mirror much of the functionality we love in email marketing.

Direct mail has adopted many new tricks, tips and tactics over the years. With digital printing, smart presses, and integration with other channels, it can mirror much of the functionality we love...

Learn several customer data platform (CDP) best practices to get the most out of the software, such as mapping out how to measure success, compliance, commitment, and reinforcing the value of the tool.

Learn several customer data platform (CDP) best practices to get the most out of the software, such as mapping out how to measure success, compliance, commitment, and reinforcing the value of...

A content management system (CMS) allows for more collaboration and efficiency when creating content and optimizing it for quality and web traffic.

A content management system (CMS) allows for more collaboration and efficiency when creating content and optimizing it for quality and web traffic.

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size does not fit all, and brands need to respond in real-time, for each customer, at scale, and in an automated fashion. At Oracle Marketing, this thinking shapes our strategic vision around connected data and connected intelligence. We recognized early that real-time data and AI sit at the core of marketing transformation. Through our Oracle Infinity Behavioral Intelligence and Maxymiser Testing and Optimization products, we are on a mission to help brands optimize customer lifecycle engagement through understanding real-time user behavior at a granular level and automating the decision-making process for marketers. Our efforts are being noticed, with Forrester writing "Oracle impresses with AI" in a recent Experience Optimization Wave report. Optimizing the customer experience with AI  AI is transforming many activities and industries, from driving to medicine to writing emails. Machine learning-based algorithms help humans make smart decisions quicker, lower the cognitive load, and improve the productivity and effectiveness of the task. Even in creative fields, state of the art language models, such as GPT-3, are writing full-fledged articles and novels and generating synthetic images for use in marketing campaigns. At Oracle Marketing, we've made a significant investment in data science, which is now making a dent for customers across all our products, giving them the ability to: Decide whether and when to send an email/message to a customer Pick the right channel to send that message Predict subject lines that best deliver the message When a user visits a website, our unified CX Tag helps us have real-time understanding of user behavior and intent using clicks, scrolls, downloads, views, dwell-time, and numerous other parameters. Our machine learning models can act upon this wealth of high-fidelity data at sub-second latency, predict users' next actions, recommend appropriate products (or content or offers), and optimize experiences on-the-fly. We have built a machine learning framework to allow any developer or data scientist to quickly roll out their algorithmic models and iterate rapidly on them. This framework underpins our data science across the entire Oracle Marketing stack. The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report gave us 5.0/5.0 scores in the criteria of product vision and experience optimization technique innovation. We're also thankful to our customers for validating our approach and excited about all the new product launches we have lined up for 2021. To learn more about Oracle's offerings around optimizing customer experiences, please visit: Oracle Maxymiser Testing and Optimization Oracle Infinity Behavioral Intelligence Oracle Marketing

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size...

How can email marketing teams speed up their production timelines without sacrificing quality? The answer is going agile.

How can email marketing teams speed up their production timelines without sacrificing quality? The answer is going agile.

Subscriber engagement is one of the most important factors that determine your email deliverability. That not only means that senders need to use tactics and strategies that increase engagement, such as good email design and targeting, but they also need to closely manage their inactive subscribers. These are the subscribers who aren’t opening or clicking, which hurts how engaged your subscribers appear in the eyes of inbox providers.

Subscriber engagement is one of the most important factors that determine your email deliverability. That not only means that senders need to use tactics and strategies that increase engagement, such...

Personalization and relevance come together to make lead generation more robust and successful, and marketing automation can help garner even better results when helping content reach its intended audience.

Personalization and relevance come together to make lead generation more robust and successful, and marketing automation can help garner even better results when helping content reach its...

Although big data has been around for a while, it is still important—if not more than before because of the benefits it offers digital marketers. Find out how what it can do.

Although big data has been around for a while, it is still important—if not more than before because of the benefits it offers digital marketers. Find out how what it can do.

Find how Oracle Maxymiser works and how it can benefit your marketing campaigns with testing and optimization.

Find how Oracle Maxymiser works and how it can benefit your marketing campaigns with testing and optimization.

Oracle CX is proud to be recognized as a leader in the “Omdia Universe: Selecting a Customer Engagement Platform 2020-21” report. This report provides an analysis of the Customer Engagement Platform (CEP) technology landscape, a valuable reference if you're building or refining your customer experience and engagement technology strategy.

Oracle CX is proud to be recognized as a leader in the “Omdia Universe: Selecting a Customer Engagement Platform 2020-21” report. This report provides an analysis of the Customer Engagement Platform...

Chatbots can also be extremely effective when it comes to improving the efficacy of your marketing campaigns. Find out why.

Chatbots can also be extremely effective when it comes to improving the efficacy of your marketing campaigns. Find out why.

The challenge for most of the past decade is to achieve platform-perfect rendering, where an email renders up to the fullest capabilities of a particular inbox provider. Find out how.

The challenge for most of the past decade is to achieve platform-perfect rendering, where an email renders up to the fullest capabilities of a particular inbox provider. Find out how.

With the advent of big data, more advanced marketing tools, and a focus on marketing automation, there has never been a better time to invest in sending more relevant, personalized emails, especially considering that personalization can lead to an increase in email open rates and conversions.

With the advent of big data, more advanced marketing tools, and a focus on marketing automation, there has never been a better time to invest in sending more relevant, personalized emails,...

Building a demand generation takes skill. What five specific skills should you have to succeed in B2B marketing?

Building a demand generation takes skill. What five specific skills should you have to succeed in B2B marketing?

Cross-channel marketing continues to be a primary strategy as customers jump from one channel to another to do their research and complete their purchase. Here’s what you need to know about the role mobile plays, so you optimize your cross-channel marketing efforts for people using mobile devices.

Cross-channel marketing continues to be a primary strategy as customers jump from one channel to another to do their research and complete their purchase. Here’s what you need to know about the role...

Infinity IQ allows marketers to deploy a single tag to unlock the power and functionality to stream your online behavioral data into one unified location. It enables you to eliminate siloed data, apply intelligence to it, and use it to positively impact each stage of the customer journey.

Infinity IQ allows marketers to deploy a single tag to unlock the power and functionality to stream your online behavioral data into one unified location. It enables you to eliminate siloed...

55% of consumers want personalized brand experiences; however, only 12% said their favorite brand does this successfully. This creates a massive opportunity for brands to gain a competitive advantage by adopting omnichannel loyalty programs to leverage personalization and create deep connections.

55% of consumers want personalized brand experiences; however, only 12% said their favorite brand does this successfully. This creates a massive opportunity for brands to gain a competitive advantage...

The first issue of the twice-monthly Oracle CX Marketing Consulting Newsletter launched on Oct. 15, 2019. Since then, we’ve sent 30 issues. We’ve learned a lot from launching it, as well as from running it for a year. Rather than keep these learnings to ourselves, the newsletter team and I wanted to share the highs and lows so everyone benefits.

The first issue of the twice-monthly Oracle CX Marketing Consulting Newsletter launched on Oct. 15, 2019. Since then, we’ve sent 30 issues. We’ve learned a lot from launching it, as well as...

Content marketers should put more thought into what content a particular customer wants to consume and where and how they are engaging with it on their customer journey. 

Content marketers should put more thought into what content a particular customer wants to consume and where and how they are engaging with it on their customer journey. 

Some content creators, writers, and designers submit their work to editors with trepidation. However, editors serve a vital role in the content creation process. Flexibility and openness are keys to working with them and strengthening the end results.

Some content creators, writers, and designers submit their work to editors with trepidation. However, editors serve a vital role in the content creation process. Flexibility and openness are keys...

Are you wondering what type of fuel should be powering your martech stack? The answer is simple: data. Many people think that data is very pricey, and therefore unattainable, but it doesn’t have to be. Data is everywhere for you to identify and harness.

Are you wondering what type of fuel should be powering your martech stack? The answer is simple: data. Many people think that data is very pricey, and therefore unattainable, but it doesn’t have to...

Modular email design offers easier personalization, quicker builds, and more consistency and control. Find out how else your campaigns can benefit.

Modular email design offers easier personalization, quicker builds, and more consistency and control. Find out how else your campaigns can benefit.

The primary benefit of social media for marketing has always been the ability to reach audiences where they spent the most time. Therefore, social media helped achieve traffic and lead generation goals. In reality, though, social media does so much more for marketing than that. Here are six lesser known benefits.

The primary benefit of social media for marketing has always been the ability to reach audiences where they spent the most time. Therefore, social media helped achieve traffic and lead...

Influencer marketing, however is changing almost as fast as it is growing, and these trends are reconfiguring the very basis of what influencer marketing is. In this article, we'll look at how the world of influencer marketing is changing, and how this can benefit your brand.

Influencer marketing, however is changing almost as fast as it is growing, and these trends are reconfiguring the very basis of what influencer marketing is. In this article, we'll look at how...

Advanced Intelligence for Oracle Responsys is a collection of purpose-built tools to improve digital campaign management. Using it can see improvements in open and clicks rates.

Advanced Intelligence for Oracle Responsys is a collection of purpose-built tools to improve digital campaign management. Using it can see improvements in open and clicks rates.

B2B marketers can improve their lead scoring by adding more intelligence, making sure their data is clean, and connecting it to their marketing automation platform.

B2B marketers can improve their lead scoring by adding more intelligence, making sure their data is clean, and connecting it to their marketing automation platform.

When someone signs up to receive your promotional emails, it marks the start of what is hopefully a long and mutually beneficial relationship. Start it off right by sending the most effective welcome email possible with these best practices.

When someone signs up to receive your promotional emails, it marks the start of what is hopefully a long and mutually beneficial relationship. Start it off right by sending the most effective welcome...

Digital marketers, heed these tips from marketing pros about email marketing, content marketing, and how to create better customer experiences during disruption.

Digital marketers, heed these tips from marketing pros about email marketing, content marketing, and how to create better customer experiences during disruption.

BMC Software’s Dani Scherer, Sr Director of Business Operations, and Ankit Sharma, Sr. Manager of Marketing Operations, discussed how to implement successful account-based marketing (ABM) programs and how BMC engages their top tier accounts using Oracle CX and Eloqua.

BMC Software’s Dani Scherer, Sr Director of Business Operations, and Ankit Sharma, Sr. Manager of Marketing Operations, discussed how to implement successful account-based marketing (ABM) programs and...

The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery.  At our recent CX Virtual Summit for Asia, I had an insightful conversation with Jojo Concepcion, CEO of our customer Concepcion Industrial Corporation (CIC), about the intersection of customer experience software and the need for businesses to make decisions more nimbly. CIC has been incredibly successful at striking the right balance, especially during a very challenging year. The Philippines-based appliance distributor has managed to give customers what they need when they need it while creating new business opportunities.  What’s helped CIC are the “five aces” that CMOs must establish in their companies while leveraging – with intention – critical emerging technologies to modernize their interactions.   The five aces are:  Adaptability: The world has changed, but businesses still need to keep going, whether through finding new ways to reach cash-strapped households or helping customers visualize products from the comfort and safety of their homes. Marketing organizations must become comfortable with change. Accountability: Businesses expect marketers to help deliver quantifiable business impact with the help of modern technology. As the measurement of campaigns has become more sophisticated, CMOs must embrace accountability.  Authenticity: Modern marketers need to know and use data they collect from customers to engage them in highly personalized communications across their devices, print, and broadcast media.  Action: Customers expect companies they do business with to respond quickly and at all hours. Meeting them on their terms helps foster brand relationships.   Alignment: This doesn’t just mean coordination between sales and marketing; it also means aligning the organization so that customers’ needs dictate the businesses’ activities.  Jojo and I agreed that experiences are everything – we know they’re often more important than the product or service we’re delivering. Uncertainty and not knowing how the world will evolve creates a huge opportunity for marketers to define their companies. There’s hard evidence behind the proscriptions. 83% of 260 global CEOs surveyed by management consultancy McKinsey last year said they expect marketing to be a major driver for their companies’ growth. To do so, marketing departments need to move faster, collaborate better, and focus more sharply on customers.  Yet McKinsey estimates making such changes can cut 10% to 30% of marketing costs while adding 5% to 15% to sales growth. And about 23% of CEOs say marketing isn’t delivering on the growth agenda. Often, executives pour time into a few initiatives, “then grow frustrated when the promised value doesn’t appear,” according to the study.  CIC is consolidating sales, customer service, and e-commerce systems with its back-office software to understand its customers better. That’s helping the air conditioning, and refrigeration company simplify online ordering, sell directly to consumers, and forge new business models -- such as renting cool air time “as a service,” rather than selling an appliance outright, Jojo said.  “For 90 days, we had no place to sell our products – stores were closed nationwide,” he said. “Manufacturing, distribution, and most e-commerce stopped for three months during the pandemic’s height this year. CIC adapted by emphasizing products for kitchens tailored to people staying and cooking at home and developing new ones for those who wanted a cool environment without the upfront cost”.  Vince Abejo, chief sales and marketing officer at property developer Filinvest Land, spoke during our conference about capturing data points during and after the sale of a house or condo so the company can retain buyers it sells to over time. Filinvest is holding online house tours, inspecting properties by drone aircraft, and courting prospects to ensure the pipeline stays stocked after the pandemic ends.  Not only is the company attuned to its customers’ needs, but it has also adopted its behavior to stay authentic. “Booked sales are now back to pre-Covid levels,” Abejo said. These are just a few fresh ideas that can be brought to life using the five aces and modern cloud technology. I’d love to hear directly from you about other ideas you might have, so be sure to reach out to me in the comments to let me know how I can help.  To learn more about the trends impacting marketing leadership today, visit the CMO Corner. 

The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find...

Measuring the effectiveness of your creative assets tells digital marketers what their audience is responding to and how they can better target and segment when delivering content.

Measuring the effectiveness of your creative assets tells digital marketers what their audience is responding to and how they can better target and segment when delivering content.

Even once travel restrictions are completely lifted, marketers within the travel and hospitality businesses will have the tricky job of messaging to consumers who are reluctant to take trips for either business or recreation. View this as an opportunity to judiciously prioritize opportunities to meet travelers where they are today and where they’ll be tomorrow.

Even once travel restrictions are completely lifted, marketers within the travel and hospitality businesses will have the tricky job of messaging to consumers who are reluctant to take trips...

Marketing automation continues to grow at a rapid pace. Check out new marketing technologies, such as voice search, visual search, and chatbots that you can't ignore.

Marketing automation continues to grow at a rapid pace. Check out new marketing technologies, such as voice search, visual search, and chatbots that you can't ignore.

Oracle CX Marketing recently caught up with Melissa Sargeant, CMO of Litmus.  Our conversation ranged how data changed the world of marketing forever to marketing’s importance to a business to how marketers should seek deep human connections with customers.

Oracle CX Marketing recently caught up with Melissa Sargeant, CMO of Litmus.  Our conversation ranged how data changed the world of marketing forever to marketing’s importance to a business to...

Enhancing marketing performance, better data management, and tighter teamwork between marketing and sales results in better lead generation, management, and nurturing. Better leads result in higher ROI.

Enhancing marketing performance, better data management, and tighter teamwork between marketing and sales results in better lead generation, management, and nurturing. Better leads result in higher...

Certain laws require companies to make their email messages accessible to people with visual and other disabilities or else face significant legal fees and fines. However, rather than seeing this as purely a compliance issue, smart brands view it as an opportunity to expand the reach and impact of their email marketing programs.

Certain laws require companies to make their email messages accessible to people with visual and other disabilities or else face significant legal fees and fines. However, rather than seeing this as...

Excellent customer experiences drive customer loyalty and growth. Find out three ways loyalty programs can build on the customer base you already have.

Excellent customer experiences drive customer loyalty and growth. Find out three ways loyalty programs can build on the customer base you already have.